An Effective CX Transformation Needs EA Insight

Customer experience (CX) management is top of mind for many companies, but creating the broad organizational alignment necessary for long-term success is dependent on a well-coordinated CX program. For enterprise architecture (EA) professionals to be an effective component of this program, they must become collaborative, gain an understanding of customer analysis, enhance their tools and techniques, and provide more agility during execution. This report provides EA professionals with a framework for becoming active and effective members of an extended CX team. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We are now updating it to reflect our most recent thinking on EA's role in customer experience transformation.