Gartner Research

The Customer Experience Is the Next Competitive Frontier

Published: 01 November 2012

ID: G00233570

Analyst(s): Ray Valdes, Gene Phifer , Partha Iyengar , Jeffrey Cole


Satisfying customer experiences (CXs) not only attract and retain customers, they also increase revenue. Delivering CXs involves integrating many parts of the enterprise into a seamless, and often invisible, ecosystem that helps customers easily and enjoyably reach their goals.

Table Of Contents


Executive Summary

  • The customer’s overall experience is mission-critical for the enterprise
  • A new approach to providing satisfying customer experiences
  • Transforming into a customer-centric enterprise

The Customer’s Overall Experience Is Mission-Critical for the Enterprise

  • Technology is changing the basic relationship between an enterprise and its customers
  • The CX is about perception and emotion, not technology
  • Studies support the importance of a satisfying CX

A New Approach to Providing Satisfying Customer Experiences

  • Move from a product-oriented to a customer-centric approach
  • 1. Know your customer
  • 2. Match solutions to customer expectations
  • 3. Design for the experience
  • 4. Deliver the experience
  • 5. Measure the emotional reaction

Transforming into a Customer-Centric Enterprise

  • Create a CX strategy
  • Identify and establish the competencies required to support the CX strategy
  • Assess and improve enterprise CX maturity
  • Conclusion

Appendix: Case Studies

  • Business process simplification at China Eastern Airlines
  • Creating a user experience at Google, from the top down
  • Dr. Donald R. Lessard, MIT Sloan School of Management, on creating a customer experience for diverse stakeholders
  • Dr. Donald Norman, Nielsen Norman Group, on why understanding makes for a good customer experience
  • Dr. Eric Schaffer, Human Factors International, on establishing an enterprise customer experience practice that leads to increased company valuation
  • Standard Bank of South Africa adopts a CEO-championed, value chain approach to customer satisfaction

Further Reading

  • Gartner Executive Programs reports
  • Core research
  • Books
  • Articles
  • Website

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