Customer Experience (CX) has become a critical differentiator for companies. Consulting company Forrester has declared that we are in the “Age of the Customer,” and Gartner argues, “A superior
customer experience is one of the few remaining means of sustainable competitive differentiation as the effects of globalization take their toll.”
Despite its widely-recognized importance, CX continues to be a loosely-defined concept, with each organization seeming to have its own definition. Approaches to the discipline and the arrangement of CX teams and related roles vary widely from business to business, leading to some confusion within organizations trying to select a CX approach.
Whether you are just starting your company’s CX journey or you are well on your way, this white paper will help you develop a thorough understanding of the discipline and the many ways organizations view and implement CX strategies, processes, and technologies.
We’ll start by defining customer experience and its importance before discussing common structures for CX roles, following up with the six pillars of CX.