Customer Experience is Greatest Untapped Source of Profits, Forrester Says

By Derek du Preez, 27-Aug-2012

According to the analyst firm, technology roles have to align with sales and marketing to focus on customer experience.

Analyst firm Forrester claims that customer experience is the greatest untapped source of profits in business today, and that projects commissioned to target this are putting pressure on technology departments.

Harley Manning, co-author of ‘Outside In: The Power of Putting your Customers at the Centre of your Business’, told Computerworld UK that companies need to rethink how they approach customer experience. 

“If you look at customer experience from the perspective of what it can do to decrease your costs, what it can do to increase your revenue, and then look at the return on investment from doing those kind of projects, then the discussion of customer experience happens on a very different level and you realise that is probably the greatest untapped source of profits in business today,” said Manning.