Understanding Forrester’s four dimensions of superior customer experience

Gabey Goh

Analysis by research firm Forrester has found that “Consumer Energy” plays a central role in how people react to brand activities such as innovation.

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...

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