What simple innovation brought billions in new investments to
Fidelity? What basic misunderstanding was preventing Office Depot from
achieving its growth potential? What surprising insights helped the Mayo
Clinic better serve both doctors and patients?
The solution in each case was a focus on customer experience, the most
powerful--and misunderstood--element of corporate strategy today.
Customer experience is, quite simply, how your customers perceive their
every interaction with your company. It's a fundamental business driver.
Here's proof: over a recent five-year period during which the S&P 500
was flat, a stock portfolio of customer experience leaders grew
twenty-two percent.
In an age when customers have access to vast amounts of data about your
company and its competitors, customer experience is the only sustainable
source of competitive advantage. But how to excel at it?
Based on fourteen years of research by the customer experience leaders
at Forrester Research, Outside In offers a complete roadmap to
attaining the experience advantage. It starts with the concept of the
Customer Experience Ecosystem--proof that the roots of customer
experience problems lie not just with customer-facing employees like
your sales staff, but with behind-the-scenes employees like accountants,
lawyers, and programmers, as well as the policies, processes, and
technologies that all your employees use every day. Identifying and
solving these problems has the potential to dramatically increase sales
and decrease costs.
