Trends Report

Three Secrets Of Success For Customer Experience Organizations

Customer Experience Teams Need To Build A Strong Internal Brand

April 29th, 2010
Megan Burns, null
Megan Burns
With contributors:
Bruce Temkin , Shelby Catino , Andrew McInnes

Summary

Centralized customer experience organizations play an important role in a company's journey to Experience-Based Differentiation. Forrester examined the inner-workings of several such teams and found that while their organizational structure varies, the successful ones share three characteristics: inspiring leaders, collaborative processes, and adequate resources. In addition to building a team with these traits, the chief customer experience officers (CC/EOs) must work to cultivate the internal brand of their organizations. Customer experience organizations can use Forrester's self-test to assess the health of their internal brand.

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