Research firm Forrester has outlined a framework for improving customer experience (CX) – and it rests on understanding the “energy” and attitudes that consumers have with brands.
Anjali Lai, a Forrester senior analyst, pointed out that 67% of global business leaders say that improving CX is a top priority next year, while the number of CX executive roles has grown more than tenfold in the past five years.
“But if it's true that more businesses are putting effort and investing in their CX initiatives, then why is it that CX quality is stuck?” she asked at CX Singapore, an event...