Making Leaders Successful Every Day

Making Leaders Successful Every Day

The Outside In Perspective On Customer Experience Jonathan Browne, Senior Analyst June 3, 2013

Agenda What is an Outside In perspective and why do you need one? How does Outside In thinking change your business? How can you master your customer experience ecosystem? How can you get started? 2013 Forrester Research, Inc. Reproduction Prohibited 3

2012 Forrester Research, Inc. Reproduction Prohibited

Outside In The power of putting customers at the center of your business

Why put customers at the center of your business? 2012 Forrester Research, Inc. Reproduction Prohibited 18

On the Revolutions of the Heavenly Spheres

How customers perceive their interactions with your company

Enjoyable Easy Meets Needs

Customer experience correlates to loyalty Willingness to consider for another purchase Likelihood to recommend to a friend Likelihood to switch business to a competitor

Agenda What is an Outside In perspective and why do you need one? How does Outside In thinking change your business? How can you master your customer experience ecosystem? How can you get started? 2013 Forrester Research, Inc. Reproduction Prohibited 25

Customers who had a good experience invested 4.5x more money with Fidelity Their investments added up to billions of incremental dollars per year

Each month at the executive level we show the reasons for dissatisfaction and the owners of these issues. And we attach a dollar cost to the problems and show it to the responsible organizations, which take accountability for solving and reducing this kind of waste. 2012 Forrester Research, Inc. Reproduction Prohibited

European call center costs went down 10 15% Saves tens of millions of euros per year 2012 Forrester Research, Inc. Reproduction Prohibited

2013 Customer Experience Index Forrester report: January 2013 The Customer Experience Index, 2013

Agenda What is an Outside In perspective and why do you need one? How does Outside In thinking change your business? How can you master your customer experience ecosystem? How can you get started? 2013 Forrester Research, Inc. Reproduction Prohibited 31

Customer Experience Ecosystem The complex set of relationships among your company s employees, partners, and customers...... that determines the quality of all customer interactions.

You need to master your customer experience ecosystem.

What does a customer experience ecosystem look like?

John Birrer Senior Vice President of Customer Experience Charter Communications 2012 Forrester Research, Inc. Reproduction Prohibited

2012 Forrester Research, Inc. Reproduction Prohibited

Orders router SW Tech arrives to install Installation fails Calls customer service Told there s no solution Sales rep Charter tech Charter tech Phone agent Phone agent Line of Visibility Sales rep gets commission Scheduling system 3 rd party HW policy CRM system 3 rd party HW policy Comp policy Legal dept. Legal dept. Human Resources Finance

Use the right tools to infuse decision making with customer understanding Ethnography Personas Customer Journey Maps Ecosystem Maps 2013 Forrester Research, Inc. Reproduction Prohibited 40

Conduct research by observing and interviewing customers in their natural environment 2012 Forrester Research, Inc. Reproduction Prohibited Source: BBVA and Continuum

Develop personas in helpful formats that people want to use Build a plan for socializing personas. Ensure that they re used in key decision making processes. Source: KLM & AT&T

Draw scenarios to show the steps that a customer takes to achieve a goal Forrester report: February 2013 The State Of The Art Of Personas

Leverage social media to get real time feedback on new topics and facilitate ongoing research Source: AT&T and Critical Mass

2012 Forrester Research, Inc. Reproduction Prohibited Bring cross-functional teams together to improve your customer experience ecosystem

Agenda What is an Outside In perspective and why do you need one? How does Outside In thinking change your business? How can you master your customer experience ecosystem? How can you get started? 2013 Forrester Research, Inc. Reproduction Prohibited 46

2012 Forrester Research, Inc. Reproduction Prohibited

Source: The Waiting Room Project (waitingroomproject.org)

2012 Forrester Research, Inc. Reproduction Prohibited

Source: Inhabitat (www.inhabitat.com) and Broadband Genie (www.broadbandgenie.co.uk)

Steve receives statement in mail opens and reads bill sees charge that looks wrong calls customer service talks to agent tweets in frustration envelope paper bill mobile phone IVR call center agent validates customer escalates for approval

2013 Forrester Research, Inc. Reproduction Prohibited 54 54 Customer experience leads to profits if you treat it as a business discipline.

Use technology as a facilitator for your customer experience agenda Monitor the Voice Of the Customer (VOC): Capture solicited and unsolicited feedback Analyze structured and unstructured data Measure the business impact of customer experience improvements Identify problems that prevent customers from achieving their goals with analytics Find solutions that improve customer experience through multivariate testing

Thank you Jonathan Browne +44 20 7323 7652 jbrowne@forrester.com