ARF Member Login

5 CUPS

The Critical Importance of the Customer Experience to Corporate Success

Victor Milligan, Forrester Research’s CMO, discusses how the creation of a superior and differentiated customer experience (CX) is a crucial priority for his organization as well as for most companies.

He points out that putting this priority into action is a challenge for many companies.  Focusing on the  customer experience is a new kind of operating model.  It is not an attitude, tagline, or one-time corporate initiative.

Among Milligan’s observations::

-CX is about the customers, on their terms and in their voices.

-CX analytics must consider the quality of the customers’ experience.  Customer satisfaction and advocacy metrics are no longer sufficient.

-CX improvement must be connected to operational changes and requires a committed financial investment by the company.

See all 5 Cups articles.