Vision Report

Your CX Vision: How To Create A Customer Experience Vision To Guide Transformation

January 24th, 2023
With contributors:
Rick Parrish , Ananya Suresh , Shayna Neuburg


A customer experience (CX) vision articulates how an organization will bring its expression of customer obsession to life in the customer experience. Successful CX visions are authentic, inspiring, and mobilizing; they are rooted in the organization’s brand, inspire employees to take action, and tell employees what to do to support consistent delivery of the organization’s desired customer experience. This report describes why a CX vision is important and how to create one.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.