PW 2014 Video: Forrester: Orchestrate Your Customer Experience Ecosystem

PAUL HAGEN, PRINCIPAL ANALYST SERVING CUSTOMER EXPERIENCE PROFESSIONALS, FORRESTER

To make meaningful customer experience improvements, companies need to align activities across their customer experience ecosystems. This requires understanding customers' actual needs (not your products) and viewing interactions from the customer's perspective (not the business process perspective). Firms that do this can then realign and orchestrate the people, processes and technologies required to deliver great experiences. Smart companies look to customer "life events" or "moments of truth" as make or break collections of interactions through which the firm can cultivate longer and deeper relationships.

In this session you will learn:

  • What is the Customer Experience Ecosystem
  • How to capture journeys and understand moments of truth
  • How to deliver great customer experiences across the customer journeys