What are companies doing to improve their customers' experience?
A couple of reports by Forrester Research have come out recently discussing this topic. In "How Companies Improve Their Customer Experience Index Scores," by Principal Analyst Paul Hagen, he discusses how companies are more likely to try to improve online self-service rather than focusing on improvements in cross-channel interactions. Instead of blaming low customer experience scores on insufficient budgets and lack of executive support, leading customer experience decision makers should focus on reviewing the customer experience journey maps and follow best practices to win executive support for enterprise-level cross-channel customer experience projects. In a second report, "Customer Experience Executives' Top Priorities For 2010," by Analyst Andrew McInnes, he points out that executive attention is turning towards long-term strategy and improving management processes. There's a shift in focus for customer experience executives as their role is reaching a new level of maturity. Instead of building customer experience practices, fixing problems and gaining visibility within their enterprises as they did in the early days, these executives are now utilizing available customer data to infuse customer needs into organizational business processes and driving employee behavioral changes. We did a quick review of