The federated customer experience model

When a company starts its customer experience (CX) journey, it often establishes a centralized team to build the necessary internal capabilities and catalyze change. However, that team’s effectiveness can be limited by a number of things, including divided attention within lines of business and a lack of resources to reach across the company. To succeed in the long-run, companies need to focus more on embedding CX capabilities across departments and functions through a federated CX model.

A federated model is a structure for enabling and coordinating a distributed set of customer experience capabilities, and it operates through centers of excellence—which spread specialized expertise beyond the boundaries of the centralized team—and enterprise CX coordination—which ensures that company-wide goals and standards are in place—and distributed CX skills and mindsets—which infuses customer-centric mindset throughout the company.

This report was originally published by Temkin Group prior to its acquisition by Qualtrics in October 2018. It has been reformatted, but no substantive changes have been made to the content.