Research from Forrester shows that companies that lead the way in customer experience (CX) outperform CX laggards by growing revenue faster and driving higher brand preference, which allows them to charge more for their products.
Many CX leaders embrace technology as an “experience enabler.” They ensure that touch points are connected and each adds value to the experience for the customer. CX technology leaders:
• Establish customer, technology and industry influencing trends
• Build scenarios to respond to the empowered and digitally connected customer
• Define the role, balance and interplay of digital and human touchpoints in meeting customers’ changing needs
• Recognize organizational implications of digital optimization and enablement
Amanda Forshew, a CX specialist and blogger at Customer Alignment, says CX leaders are more likely to combine a deep understanding of the end-to-end customer journey with a program of ongoing customer listening and direct feedback to obtain a snapshot “read” of the experience. This provides a diagnostic to predict behavior, shape and design the journey, and optimize, transform and innovate the customer experience.
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