Wednesday, April 29, 2015
The importance of Customer Experience (CX) - the view from Forrester Research
Persuading companies to really focus on the customer experience (I mean really focus on it) is a bit like the argument for targeting older consumers. Everybody agrees that it is important but the gap between the intentions and actions is usually huge.
Just in case anybody needs any further persuasion, here is some research from Forrester Research that shows the difference between companies above and below the average CX score.
No surprises, a high CX score translates into successful customer engagement = increased revenue.
What marketers must realise is that responding to how physiological factors of ageing changes the CX is as important as all of the other components. Dick Stroud