What are the benefits of enhanced digital experiences within a customer experience center?
Research Project Name
The Value of Customer Experience Centers
What We Did
We interviewed customer experience center (CEC) experts to understand why companies pursue CECs and the various approaches to their development. In addition to these interviews, we conducted qualitative and quantitative research with client experts, expanding our understanding of the CEC design process and the use of success metrics beyond the Gensler community. We hypothesized the components needed to build a successful CEC and tested our hypotheses by interviewing senior leadership and management of six different CEC types. We then sent the subjects a set of follow-up questions to dive deeper into common trends we uncovered during the interview process. Based on our findings, we established distinctive CEC types and common threads between them.
Kloey Battista, Daniel Bender, Robert Cohen, Michael Schneider