Customer Experience Imperatives For A Fragile Recovery

As firms emerge from the recession, budgets for customer experience are growing, but pressure remains to deliver quick, measurable returns. Chief customer experience officers (CC/EOs) must get stakeholders to understand their location on the road map to Experience-Based Differentiation (EBD) and put customer experience measurement frameworks in place. Customer experience directors should not only keep up efforts to fix usability problems but also start new projects to improve multichannel customer experience, integrate social elements into online experiences, and understand customers' adoption of mobile technologies. Agencies should develop skills, Agile processes, and quality control but resist the temptation to sell clients cutting-edge technology without making the case for it based on customer behaviors and return on investment (ROI).