Vision Report

Establish, Fund, And Scale The CX Function

May 4th, 2021
With contributors:
Martin Gill , Amelia Nickels , Shayna Neuburg


The customer experience (CX) function unifies an organization’s CX vision, transformation strategy, and execution. It does so by providing essential skills for CX management, embedding CX best practices in the organization, designing new and improved experiences, and coordinating technology for enablement. It proves the business value of a CX transformation to fund and scale efforts. In this report, we discuss how CX functions are empowered to bring together diverse stakeholders to address problems and opportunities from the customer’s perspective.

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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.