Forrester-Perspective-CX-2

We’ve entered the age of the customer — an era whenfocusing on customers is more important than anyother strategic imperative. Every executive knows thatcustomers matter. But most companies don’t approachtheir customer interactions in a disciplined way.This Forrester Perspective helps you understand how acompetitive shift has raised the importance of customer focus;how customer experience (CX) drives real business value; andhow to treat customer experience as a business discipline.Kerry Bodine is a vice president and principalanalyst, leading Forrester’s research oncustomer experience design. An expert onthe customer experience ecosystem, Kerrycoauthored Outside In: The Power of PuttingCustomers at the Center of Your Business.blogs.forrester.com/kerry_bodine@KerryBodineWHAT IS CUSTOMER EXPERIENCE?Forrester defines customer experience as how customers perceive their interactionswith your company. Executives don’t get to decide how customer-centric theircompanies are — customers do.Whether business-to-consumer (B2C) or business-to-business (B2B) — or productorservice-focused — every company in every industry can leverage great customerexperiences for business gain. Customer experience has always been important.Why is it now mission-critical?Moira Dorsey is a vice president and groupleader for the team that helps clients designand deliver great customer experiences.She also writes about user experienceacross digital touchpoints and voice of thecustomer programs.blogs.forrester.com/moira_dorsey@MoiraDorseyforrester.com/customerexperience | +1 617.613.6000 FORRESTER PERSPECTIVE: The Business Impact Of Customer Experience | 2