Best Practice Report

Customer Experience Design: Understanding Context, Roles And Activities

January 1st, 2018


A variety of conditions may drive B2B organizations to undertake a customer experience design effort. A clear understanding of customer roles and the customer journey enables organizations to design an appropriate customer experience that resonates and engages. Use the Forrester Customer Lifecycle Framework as a guide to lead customers on the path to loyalty and advocacy. In this report, we outline a structure and best practices for designing customer experience activities and provide an example of a worksheet that can be used to inventory the current state, identify gaps, and establish a roadmap for moving forward.

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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.