Forrester_2010_What+Is+The+Right+Customer+Experience+Strategy_有关客户体验管理的最新报告.pdfVIP

September 28, 2010 What Is The Right Customer Experience Strategy? by Paul Hagen for Customer Experience Professionals Making Leaders Successful Every Day For Customer Experience Professionals September 28, 2010 What Is The Right Customer Experience Strategy? align Customer Experience With Corporate Strategy by Paul Hagen with Harley manning, victoria bough, andrew mcInnes, megan burns, and Jennifer Peterson Ex EC uTI v E Summa Ry Most companies lack a customer experience strategy. As a result, their leaders struggle with decisions about funding and prioritizing projects meant to improve customer experience at the enterprise level. To craft their strategies, customer experience leaders should start with their firms’ overall strategies, which define competitive positions and set customer expectations of the brand. To illustrate this approach, we describe three customer experience strategies that align with Michael Porter’s generic company strategies: 1) self-service optimization for cost leaders; 2) proactive guidance for product or service differentiators; and 3) tailored intimacy for segmentors. Tabl E o F Con TE nTS noTES RES ou RCES 2 A Customer Experience Strategy Defines A Forrester interviewed 19 vendor and user Plan For Serving Target Customers companies, including adaptive Path, andrew The Right Customer Experience Strategy Flows Reise Consulting, barclaycard uS, Capital From overall Company Strategy one, Clarabridge, Convergys, Delta air lines, 4 Three Customer Experience Strategies That EffectiveuI, Export Development Canada (EDC), FedEx, HP, Keybank, Party City, Philips A