Why Read This Report
Companies that set out to transform the customer experience (CX) they deliver need to redesign their firms from the outside-in — starting with the experience they want customers to have and then aligning people, processes, and technology to bring it about. That implies building clarity of purpose, designing the change program to make the transition, and then ensuring that the program leads to a change in how the organization operates. However, there are many challenges associated with translating strategic intent into action, and the traditional inside-out view taken by many EA professionals does not help. To overcome these obstacles, they need to understand the techniques used in CX programs, and translate the outputs of these techniques into a comprehensive architecture that supports the customer experience. This is the third report in our EA and CX series.
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