Summary
Companies that excel at customer experience make deliberate and intentional decisions about where to place the line of visibility — the conceptual divide in a customer experience ecosystem that separates elements that are visible to the customer from elements that are invisible to them. When deciding where and how to move your line of visibility, customer experience (CX) professionals should use Forrester's identify, design, engineer, and analyze (IDEA) cycle — a four-stage process to ensure success.
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