The CX Cast 435: CX And CS: Collaboration For Business Outcomes
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Jan 13, 2026 Su Doyle, a Principal Analyst on Forrester's Customer Experience team, and Shari Srebnik, a Principal Analyst focused on B2B Customer Success, dive into the interplay between CX and CS. They discuss their unique goals—CX aiming for perception and loyalty, while CS hones in on retention and growth. Key metrics are explored, including NPS for CX and retention rates for CS. Insights on how these teams can collaborate effectively to enhance customer journeys and drive business outcomes make for a compelling conversation.
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CX Shapes Desire To Do Business
- CX aims to improve perceptions so customers want to do business with you, which then enables loyalty and expansion.
- CX leaders must choose where to focus for the biggest business impact.
CX Can Live Anywhere In Org
- CX's organizational home varies: it can be centralized, in pockets, or start as a center of excellence.
- Its placement depends on where CX can differentiate the business and the multi-year nature of transformation.
Organize CS Around Post‑Sale Revenue
- Put CS in the post-sale organization with clear ownership for retain-and-grow outcomes.
- Whether under a Chief Customer Officer or CRO, ensure CS has revenue accountability and alignment.