Vision Report

The Three Pillars Of CX Transformation

Key Activities Bring Customer Obsession To Life In The Customer Experience

December 22nd, 2023
With contributors:
Rick Parrish , Judy Weader , Rebecca Rose , Emanuella Santos , Shayna Neuburg


To transform experiences, customer experience (CX) functions must direct, influence, or inform activities that determine what customers need; design and test solutions; and deliver products and services. This report defines activities that organizations can perform to bring their expressions of customer obsession to life.

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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.