Customer Experience Excellence In The Age of the Customer
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2 Customer Experience Excellence In The Age of the Customer Megan Burns, Vice President, Principal Analyst April 29, 2015
3 The Age of the Customer "Cuddling with multiple devices" by Jeremy Keith - Flickr: Cuddling with multiple devices. Licensed under CC BY 2.0 via Wikimedia Commons 2015 Forrester Research, Inc. Reproduction Prohibited 3
4 The AoC Market Imperatives Turn big data into business insights Transform the customer experience Age of the Customer Embrace the mobile mind shift Accelerate your digital business 2015 Forrester Research, Inc. Reproduction Prohibited 4
5 Agenda What does it take to be good at customer experience in 2015? How are companies developing the CX capabilities they need? What do you need to support your company s CX efforts? 2015 Forrester Research, Inc. Reproduction Prohibited 5
6 Agenda What does it take to be good at customer experience in 2015? How are companies developing the CX capabilities they need? What do you need to support your company s CX efforts? 2015 Forrester Research, Inc. Reproduction Prohibited 6
7 If you are going to achieve excellence in big things, you develop the habit in little matters. Excellence is not an exception, it is a prevailing attitude. -Colin Powell 2015 Forrester Research, Inc. Reproduction Prohibited 7
8 "Jogging Woman in Grass" by Mike Baird from Morro Bay, USAMike Baird bairdphotos.com Licensed under Creative Commons Attribution 2.0 via Wikimedia Commons Forrester Research, Inc. Reproduction Prohibited 8
9 Customer Understanding Strategy Measurement The Six Disciplines of Customer Experience Design Governance Culture 2015 Forrester Research, Inc. Reproduction Prohibited 9
10 Customer Understanding Strategy Measurement The Six Disciplines of Customer Experience Design Governance Culture 2015 Forrester Research, Inc. Reproduction Prohibited 10
11 Voice of the Customer
12 12
13 Goal: Understand who customers are and what they want from their interactions with the company Inherently qualitative Goal: Quantify CX quality and it s relationship to business health to guide management decisions. Inherently quantitative Customer Understanding Call transcripts, s, social media posts, etc. Customer interviews & field observations Employee input Survey responses VoC Structured questions Measurement Behavioral analytics e.g. web, call center, mobile Operations & process data, metrics Financial data
14 Human Beings 2015 Forrester Research, Inc. Reproduction Prohibited 14
15 Source: Bertucci s; Continuum 2015 Forrester Research, Inc. Reproduction Prohibited 15
16 2015 Forrester Research, Inc. Reproduction Prohibited 16
17 More than a set of parts By Felix Andrews (Floybix) (Own work) [GFDL ( CC-BY-SA-3.0 ( via Wikimedia Commons 2015 Forrester Research, Inc. Reproduction Prohibited 17
18 Source: Rethink Marketing In The Customer s Context May 27, Forrester Research, Inc. Reproduction Prohibited 18
19 Source: Citrix Systems 2015 Forrester Research, Inc. Reproduction Prohibited 19
20 Source: Prime Theraputics 2015 Forrester Research, Inc. Reproduction Prohibited 20
21 Evolving 2015 Forrester Research, Inc. Reproduction Prohibited 21
22 Forrester Research, Inc. Reproduction Prohibited 22
23 Source: Motorola Solutions website 2013 Forrester Research, Inc. Reproduction Prohibited 23
24 Customer Understanding Strategy Measurement The Six Disciplines of Customer Experience Design Governance Culture 2015 Forrester Research, Inc. Reproduction Prohibited 24
25 Guiding Star 2015 Forrester Research, Inc. Reproduction Prohibited 25
26 Source: Maersk Lines website 2015 Forrester Research, Inc. Reproduction Prohibited 26
27 Source: Pinterest 2015 Forrester Research, Inc. Reproduction Prohibited 27
28 Source: Doberman 2015 Forrester Research, Inc. Reproduction Prohibited 28
29 Source: Continuum; Holiday Inn 2015 Forrester Research, Inc. Reproduction Prohibited 29
30 2015 Forrester Research, Inc. Reproduction Prohibited 30
31 Customer Understanding Strategy Measurement The Six Disciplines of Customer Experience Design Governance Culture 2015 Forrester Research, Inc. Reproduction Prohibited 31
32 2015 Forrester Research, Inc. Reproduction Prohibited 32
33 Source: Forrester Research, Inc. Reproduction Prohibited 33
34 Descriptive What happened during the experience. Perception How customers perceive their experiences. Outcome Behaviors as a result of a customer perception, e.g. loyalty 2015 Forrester Research, Inc. Reproduction Prohibited 34
35 2015 Forrester Research, Inc. Reproduction Prohibited 35
36 Image: Forrester Research, Inc. Reproduction Prohibited 36 Image: Wikimedia
37 CX Professionals CX Leaders CX Ecosystem 2015 Forrester Research, Inc. Reproduction Prohibited 37
38 Customer Understanding Strategy Measurement The Six Disciplines of Customer Experience Design Governance Culture 2015 Forrester Research, Inc. Reproduction Prohibited 38
39 2015 Forrester Research, Inc. Reproduction Prohibited Values Beliefs Behavioral Norms
40 Source: Hampton Hotels 2015 Forrester Research, Inc. Reproduction Prohibited 40
41 Source: Hampton Inn 2015 Forrester Research, Inc. Reproduction Prohibited 41
42 Agenda What does it take to be good at customer experience in 2015? How are companies developing the CX capabilities they need? What do you need to support your company s CX efforts? 2015 Forrester Research, Inc. Reproduction Prohibited 42
43 Slowly! By John5199 (Sulcata Tortoise (5) Uploaded by russavia) [CC BY 2.0 ( via Wikimedia Commons 2015 Forrester Research, Inc. Reproduction Prohibited 43
44 Tuesdays Full Moon Ann 2015 Forrester Research, Inc. Reproduction Prohibited 44
45 Spread best practices 2015 Forrester Research, Inc. Reproduction Prohibited 45
46 Spread best practices 2015 Forrester Research, Inc. Reproduction Prohibited 46
47 Reactive 2015 Forrester Research, Inc. Reproduction Prohibited 47
48 Broken Promises Source: Verizon 2015 Forrester Research, Inc. Reproduction Prohibited 48
49 Source: Forrester 2015 Forrester Research, Inc. Reproduction Prohibited 49
50 Preventative Reactive 2015 Forrester Research, Inc. Reproduction Prohibited 50
51 Customer Lens
52 2015 Forrester Research, Inc. Reproduction Prohibited 52
53 2015 Forrester Research, Inc. Reproduction Prohibited 53
54 but and 2015 Forrester Research, Inc. Reproduction Prohibited 54
55 Preventative Intentional Reactive 2015 Forrester Research, Inc. Reproduction Prohibited 55
56 Source: Holiday Inn 2015 Forrester Research, Inc. Reproduction Prohibited 56
57 Inclusive Purposeful Social Familiar 2015 Forrester Research, Inc. Reproduction Prohibited 57
58
59 Preventative Intentional Strategic Reactive 2015 Forrester Research, Inc. Reproduction Prohibited 59
60 2015 Forrester Research, Inc. Reproduction Prohibited 60
61 Agenda What does it take to be good at customer experience in 2015? How are companies developing the CX capabilities they need? What do you need to support your company s CX efforts? 2015 Forrester Research, Inc. Reproduction Prohibited 61
62 2015 Forrester Research, Inc. Reproduction Prohibited Let go 2. Learn 3. Practice
63 Thank you Megan Burns forrester.com
Architecting Customer Experience to Engage and Transform the Organization David Wheable Vice President and Principal Consultant
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