via Forrester Blogs Keith Coe

In my previous blog, I discussed why customer experience is important and what are the indicators that your organization needs to transform itself and its customer experience.
In this follow up blog, I cover how an organization transforms to provide a better customer experience, as well as lessons learned from our consulting work:
How does an organization begin to transform to provide a better customer experience?
Transforming customer experience requires a strategy – a vision for what an organization wants the experience to be and a plan to make it happen. Customer experience professionals surveyed by Forrester identified the lack of a clear strategy as the biggest obstacle to customer experience success. To overcome this obstacle, Forrester recommends a three-phased approach:
In practice, there’s no “one size fits all” approach for transforming customer experience. And it’s not just the customer experience that needs to change. Oftentimes, so does the organization itself. It depends on the current situation as well as the nature and scope of the transformation needed. For example, does an organization need to reinvent to compete and lead in a rapidly changing sector? Is it trying to escape commoditization and build the competencies to stay ahead of the pack? Or is the challenge to repair critical customer journeys and better orchestrate customer experience management across functions?
Regardless of what an organization needs to achieve with its transformation, the three phases of the transformation process remain the same:

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