Firms know that customer experience is important but they deal with it haphazardly. As a result, customers suffer through needlessly painful interactions. That's why firms need a more disciplined approach to customer experience. Forrester recommends that companies adopt Scenario Design, a concept built on a simple assumption: No experience is inherently good or bad, it can only be judged by looking at how well it helps customers achieve their goals. This approach requires companies to continually ask and answer three questions: Who are your users?; what are their goals?; and how can you help them achieve those goals?