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For Customer Experience Professionals

Root Your CX Vision In Your Brand

Brands Must Keep Their Promises With CX

April 26, 2018

Authors

Why Read This Report

Forrester predicted in 2018 that brands that own their values will break away from those that merely borrow them. This means that companies that deliver authentic brand-anchored experiences will not only outperform their category competitors but will also cut through the crisis of customer trust that brands face today to emerge a customer experience (CX) leader. This report emphasizes the need for CX professionals to create a brand-rooted CX vision that is authentic, inspiring, and mobilizing (AIM).

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Table of Contents

  • Problems Arise When CX Is Not Aligned To The Brand
  • Analyze Your Values And Brand Promise To Surface An Authentic Story
  • Cocreate A CX Vision That Is Authentic, Inspiring, And Mobilizing (AIM)
  • Recommendations

  • To Ensure Authenticity, Move From Brand To CX Vision To Road Map
  • Supplemental Material
  • Related Research Documents

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