Gartner Research

CMO Insight: How to Design and Execute a Winning Customer Experience Strategy

Published: 24 March 2017

ID: G00321071

Analyst(s): Jake Sorofman


CMOs are increasingly expected to lead or influence the design and execution of a customer experience strategy. This research explains how you can turn something as broad and amorphous as customer experience into a prioritized cross-functional plan.

Table Of Contents


What You Need to Know

  • Define Customer Experience as a Team Sport
  • Identify Who, When, What and How
  • Prioritize High Value Customers and Moments
  • Ensure Organizational Alignment
  • Translate Outside-In Design Into Inside-Out Execution
  • Plan on Three Horizons

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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