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.