Skip to main content

Save or Share this Report

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

Primary author headshot


  • 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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Tools And Templates

Best Practice Assessments

best practices icon
  • 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