Amid Disruption, Importance And Complexity Accelerate
The wheel of change is turning fast. Over the next 5–10 years, customer experience (CX) will become the through line that keeps brand purpose and customer relationships stable amid unprecedented upheaval. We’ve seen CX progress idle, but momentum is building as firms tackle foundational issues such as data debt and how to activate the front line.
CX becomes crucial for brands to survive, for them to avoid disintermediation, irrelevancy, blandness, and/or cluelessness about customer sentiment.
As CX’s mandate grows more important and complex, CX teams will need to shift operating models, operationalize real-time CX signals, be tasked to deliver top-line and margin expansion, and more.
Learn why CX’s importance will increase, how tech advancements will assist, and what CX teams should be thinking about to set themselves up for success now.
As power shifts from businesses to customers, more firms respond by transforming their customer experience (CX) in an effort to retain or gain market share. That’s a rational response because CX transformation can yield financial benefits, including faster revenue growth or lower costs to serve. The problem: Transformation is hard. To do it successfully, organizations need to craft a CX vision, establish CX competencies, and execute those competencies with discipline. This report shows organizations why they should transform and what they need to do to make that happen. Forrester refreshes this report regularly based on new research.
A laser-like focus on customer experience (CX) is the best path to business success. Forrester has proven this by analyzing major brands’ financial results and showing that they correlate with how customers perceive their interactions with those brands. Few companies have achieved that focus — for most, it will require a journey of deep transformation toward a new mindset and a new way of operating. The CX transformation playbook is Forrester’s framework for how to complete this journey successfully.
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