Essentials Report

Research Overview: Championing CX

Create A Marketing Environment For CX To Thrive

August 2nd, 2021
With contributors:
Mike Proulx , Dipanjan Chatterjee , Chahiti Asarpota , Jim Nail , Peggy Dostie


Customer experience (CX) is a CMO imperative because CMOs who champion CX can ensure that brand is infused throughout the customer lifecycle. But championing CX requires understanding the relationship between CX and brand, as well as an understanding of CX management to play an effective role in improving the customer experience. This report rounds up existing reports that explain the opportunity for aligning CX and brand and that demonstrate how CMOs should take a leadership role to ensure that the customer experience is rooted in the brand promise, values, and personality.

Want to read the full report?

This report is not available for purchase at this time.

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.