Trends Report

Customer Service Is The Most Important Lever Of Great Customer Experience

April 1st, 2020


Customer service is the cornerstone of any company’s customer experience (CX) strategy. Many firms struggle to realize the full potential of customer service due to six key pitfalls: the failure to link to CX strategy; siloed, broken experiences; the failure to delight customers emotionally; inadequate tools; the wrong metrics; and the failure to drive cultural change. Many companies have inflated expectations about the role of emerging tech in customer service, but human capital is still core to your customer service strategy.

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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.