Trends Report

Brief: Why You Must Sharpen Your CX Vision

August 1st, 2016
Deanna Laufer, null
Deanna Laufer
With contributors:
John Dalton , William Willsea , Kara Hartig


In 2016, Forrester updated its customer experience (CX) management maturity model for CX professionals, removing strategy from its set of competencies. But having a clear CX vision — an aspirational description of a company's intended customer experience — is a prerequisite for achieving CX management maturity. In this brief, we explain why we removed strategy from the maturity model and how vision relates to core CX competencies.

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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.