Companies in nearly every industry disappoint their customers, especially when customers cross channels. Many cusomer experience initiatives don’t realize their potential because neither employees nor partners have a complete picture of what the customer experience (CX) actually entails or the dynamics that go into creating it. They need a new approach: one that considers the influence of every employee and external partner on every customer interaction.
We anticipate that organizations will move to break away from their tunnel vision to embrace the concept of the “customer experience ecosystem,” which Forrester defines as “the complex set of relationships among a company’s employees, partners, and customers that determines the quality of all customer interactions.” We foresee that CX designers will have a broad mandate. They will plan and organize complex systems of people, products, interfaces, services, and spaces. Defining customer-journey maps is critical in linking the moments of truth affecting customers’ experiences to specific activities that the organization and/or its partners undertake.