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For Customer Experience Professionals

The Customer Experience Ecosystem

February 28, 2013

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  • By Kerry Bodine
  • with Harley Manning,
  • Paul Hagen,
  • Allison Stone,
  • Molly Murphy

Why Read This Report

Even companies that make customer experience a strategic priority struggle to implement major long-lasting improvements. That's because they fail to connect behind-the-scenes activities to customer interactions. These firms need a new approach to customer experience management: one that considers the influence of every single employee and external partner on every single customer interaction. Forrester calls this complex set of relationships the customer experience ecosystem. To fully understand how they deliver customer experiences today and create a vision for meaningful improvements going forward, customer experience professionals must discover how to map their company's customer experience ecosystem and adopt best practices from the emerging field of service design. This report is an update to "The Customer Experience Ecosystem" originally published on June 22, 2011.

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Table of Contents

  • Firms Fail To Deliver Great Customer Experiences Despite Best Efforts
  • The Root Cause Of This Dilemma: Tunnel Vision
  • Introducing The Customer Experience Ecosystem
  • Companies Must Nurture A Healthy Customer Experience Ecosystem
  • recommendations

  • Help The Players In Your Ecosystem Understand Their Roles

  • An Ecosystem Approach Will Spur Massive Organizational Change
  • Supplemental Material