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Posted by Kerry Bodine on July 5, 2011
Many customer experience initiatives don't meet their full potential — or worse, fail completely — because companies don’t have a complete picture of what the customer experience actually entails or the dynamics that go into creating it. In order to break from their tunnel vision, companies need to understand their customer experience ecosystem: the complex set of relationships among a company's employees, partners, and customers that determines the quality of all customer interactions.
Here's a clip from my keynote at Forrester's recent Customer Experience Forum that explains this complexity in more detail:
In order to deliver great customer experiences across all customer touchpoints, companies must understand and take control of their customer experience ecosystem. How?
As I say in the video clip, this is going to be messy. And it’ll take time. But significant and long-lasting customer experience improvements can only be achieved by adopting a holistic approach that acknowledges and then aligns the complex interdependent relationships in your ecosystem.
If you’re interested in learning more about how to MAP your own customer experience ecosystem, please join my teleconference on Wednesday, August 17, 2011, 1:00 p.m.-2:00 p.m. Eastern time (18:00-19:00 UK time).