Summary
Most firms aspire to be the customer experience (CX) leader in their industry or even a leader across all industries. To achieve this weighty goal, they'll need (among other things) a shared understanding of the future customer experience that they want to deliver, which they'll need to formalize in a customer experience strategy. But when it comes to the term "CX strategy," confusion often reigns. This report helps CX professionals move past semantics and clarify how a customer experience strategy can advance their CX ambitions. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.
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