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Posted by Paul Hagen on March 4, 2013
Even companies that make customer experience a strategic priority struggle to implement major long-lasting improvements. That's because they fail to connect behind-the-scenes activities to customer interactions. These firms need a new approach to customer experience management: one that considers the influence of every single employee and external partner on every single customer interaction. Forrester calls this complex set of relationships the customer experience ecosystem.
Healthy customer experience ecosystems create value for all of the actors in the system. To nurture a healthy ecosystem, firms must balance the needs of and engage all of the parties involved. Customer experience leaders need to:
To help you drive differentiation with your customer experience ecosystem, we've put together a collection of research that will guide you through the. We call it Forrester's Customer Experience Ecosystem Playbook. It gives customer experience professionals the tools and advice they need to:
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