Summary
Customer experience leaders in business-to-business (B2B) firms need a measurement program that tells them how good their customers’ experiences are today, provides guidance on how to improve those experiences in the future, and tracks business benefits that result from ongoing improvement efforts. To understand how B2B companies can succeed at measuring customer experience, Forrester interviewed top customer experience professionals at companies in the healthcare, hardware, and software industries. This report describes how they use measurement to optimize customer experience at their organizations and details the very substantial business results these programs produced.
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