Gartner Research

Leverage a Customer Value Chain for Better Customer Experience

Published: 01 June 2015

ID: G00270171

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


Customer experience is increasingly the differentiator between successful enterprises and those that struggle. CIOs can use this research to leverage a customer value chain (physical or virtual), in order to achieve the required customer centricity to optimize CX across the enterprise.

Table Of Contents


  • Adopt an Outside-In Approach
    • Phase 1: Before the Customer Interaction
    • Phase 2: During the Customer Interaction
    • Phase 3: After the Customer Interaction
  • Conclusion

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.