Congrats with the Forrester book on CX.
“The practices in the design discipline help organizations envision and then implement customer interactions that meet or exceed customer needs. It spans the complex systems of people, products, interfaces, services, and spaces that your customers encounter in retail locations, over the phone, or through digital media like websites and mobile apps. Design weeds out bad ideas early and focuses your customer experience efforts on changes that really matter to customers. By leveraging expertise and ideas from customers, employees, and partners, it encourages creative solutions–and helps avoid missteps by grounding those solutions in reality. “
(Harley Manning and Kerry Bodine ~ Fast.Co)