Forrester CMO: Why We Need to Look at Customer Experience as a Catalyst of Change
Victor Milligan is the CMO of Forrester and a CX Network Advisory Board member. In this article from The Global State of Customer Experience he discusses the change in the customer experience industry and how CX leaders can win in the age of the customer.
CX remains a primary point of reference for business strategy as companies seek to compete and win on the strength of customer experiences. And competing and winning customers must address a central reality about today’s empowered customer: expectations are increasing while their patience for poor experiences wanes.
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With that said, CX continues to be a work in progress: a whole bunch of activities and potential without (yet) the expected results. Although CX is maturing, it is not yet mature. For example, there are gaps in empathy such that we are still applying our general understanding of who our customers are and what they expect – or worse, masking understanding by building personas that comply with internal biases.