The Customer Experience Journey

Posted: November 1st, 2009 | Author: Daniel | Filed under: Brand, Ideas | No Comments »

Why is customer experience such a hot topic? Because it’s important, complex, and broken. That’s why firms should head toward Experience-Based Differentiation (EBD), a blueprint for customer experience excellence.

The Customer Experience Journey is an excellent paper by Forrester analyst Bruce Temkin on the customer experience journey. It looks at customer-centric DNA propelling firms through five levels of maturity and lays out a multiyear journey through these levels of EBD maturity: 1) interested; 2) invested; 3) committed; 4) engaged; and 5) embedded.

You can get the Forrester Research paper — The Customer Experience Journey here.

Another interesting paper by Bruce Temkin entitled The 6 Laws of Customer Experience can be downloaded here for free. This paper is also well worth reading.