We’ve entered the age o

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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
WE’VE ENTERED THE AGE OF THE CUSTOMERFor decades, companies have been promising to delight customers while simultaneouslydisappointing them in nearly every channel. That tactic no longer works. Why not?Because we’ve entered a new era that Forrester calls the age of the customer — a timewhen focusing on customers matters more than any other strategic imperative.SOURCES OF DOMINANCEAge ofManufacturingAge ofDistributionAge ofInformationAge ofthe Customer1900–19601960–1990 1990–2010 2010+FordRCAGEBoeingP&GSonyDOMINANT COMPANIESWal-MartToyotaUPSCSXAmazon.comGoogleIntuitMBNAContenders include:Southwest AirlinesUSAAAmazon.com?forrester.com/customerexperience | +1 617.613.6000 FORRESTER PERSPECTIVE: The Business Impact Of Customer Experience | 3
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Page 7 and 8: IT’S A BUSINESS DISCIPLINE, NOT A

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