With much of the online conversation taking place around customer experience innovation, it almost feels like everyone is focused on customer experience as a way to ‘make a dent in the universe’ as Steve Jobs so eloquently put it. Unsurprising, as Forrester Research Inc. reports that a “whopping 80% of customer experience (CX) professionals say that their firms’ goal is to be a CX leader in their industry, or across all industries.”
But as they point out, the reality is....