Best Practice Report

Why And How To Lead A CX Transformation

The Executive Overview Of The CX Transformation Playbook

January 27th, 2021
With contributors:
Rick Parrish , Harley Manning , Amelia Nickels , Shayna Neuburg


A laser-like focus on CX is the best path to business success. Forrester has proven this by analyzing major brands' financial results and showing that they correlate with how customers perceive their interactions with those brands. Few companies have achieved that focus — for most, it will require a journey of deep transformation toward a new mindset and a new way of operating. This report for executives tasked with leading CX transformations provides an overview of our framework for how to complete this journey successfully: the CX transformation playbook. Forrester refreshes this report regularly based on new research.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.