Customer experience professionals must revisit their CRM objectives, rate customer perspectives and dive into data outlets to ensure their enterprise is truly vested in an outside-in perspective, according to a new report from Forrester Research.
Analyst Paul Hagen led a group at Forrester for the report, “Beyond CRM: Manage Customer Experiences,” which presents a framework for organizations on CRM ventures. In the report, Forrester states that CRM and customer experience leaders need to build a customer-centric culture through definitions of desired customer experience and an understanding of customers’ behaviors and needs. This process often means moving away from a focus on business moments as they relate to the company and technology investments that dictate cultural compliance, according to the report.
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