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For Customer Experience Professionals

Three Secrets Of Success For Customer Experience Organizations

Customer Experience Teams Need To Build A Strong Internal Brand

April 29, 2010

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Authors

  • By Megan Burns
  • with Bruce D. Temkin,
  • Andrew McInnes,
  • Shelby Catino

Why Read This Report

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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Tools And Templates

Best Practice Assessments

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  • Internal Brand Self-Test For Customer Experience Organizations

Table of Contents

  • Centralized Customer Experience Organizations Drive Transformation
  • Three Secrets Of High-Performing Customer Experience Organizations
  • Cultivate A Powerful Internal Brand To Lower Resistance
  • recommendations

  • Build A Library Of Internal Brand Collateral
  • Supplemental Material