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Forrester's CX Cast
Category: Business
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February 15, 2018 07:39 AM PST

Emotions drive customers' perceptions — and human interactions are more emotionally resonant than digital interactions. That's why CX pros must help their colleagues deliver experiences that create more positive customer emotions. They can do this by sharing information about what matters to customers and training and coaching employees about what they should do to evoke positive customer emotions. To get more value out of good employee experience delivery, firms must also help customers better remember positive emotions associated with past interactions.

Episode guide:

00:30 Why does emotion matter to CX?
03:39 What role do employees play in evoking the right emotions?
06:30 How did Forrester synthesize qualitative and quantitative data to measure emotion's impact on CX?
09:40 How should firms help their employees identify and evoke the right emotions from customers?
12:56 How do firms identify the moments of emotional impact that matter, and take action?

Referenced Forrester research:

"How Firms Help Employees Evoke Emotions That Deepen Customer Loyalty"

February 08, 2018 12:54 PM PST

Since their introduction nearly 20 years ago, personas have become one of the most popular tools in the customer experience (CX) pro's arsenal. But as their use has spread, so has the confusion about them. As a result, many firms are no longer reaping the numerous benefits good personas provide. In this episode, we speak with Forrester analyst Kelly Price about barriers to success with personas — and how to overcome them.

Relevant Forrester research:

"Persona Pitfalls: Seven Missteps And How To Avoid Them"

January 31, 2018 08:49 PM PST

Firms aspire to the benefits of a customer journey focus but struggle to achieve them because of obstacles in four realms: approach, ownership, tools, and culture. Some companies, though, have found a path to journey centricity and are shifting the focus from channels and individual touchpoints to the flow of journeys across touchpoints, silos, policies, and procedures. In this episode, we discuss how three companies are doing just that. Forrester Principal Analyst, Joana van den Brink-Quintanilha, joins us for the discussion.

Episode guide:

0:45 - Example of a firm that has organized around its customer journeys. 
2:00 - What's the before and after? How does it start? 
3:08 - How far can the organization scale this approach? 
6:30 - Example of an agile approach to journey-centric organization. 
8:30 - How should companies get started? How do they secure buy-in? 
10:30 - Should companies organize around customer journeys? 
12:45 - Does the urgency to re-organize vary for physical, digital, and hybrid experiences? 

Referenced Forrester research:

"The Customer-Journey-Centric Firm"

January 25, 2018 09:00 PM PST

Customer experience (CX) transformations don't happen by accident. They require a methodical approach that ensures thousands of people can work together to consistently produce the right experiences across scores of channels. But most organizations manage CX haphazardly — which dooms their CX transformations. In this episode, Forrester Principal Analyst, Rick Parrish, lays out the essential activities of CX management and explains Forrester's methodology for how you can gauge how well your organization performs the essential activities of CX management, discover which ones you need to strengthen, and learn how to do so.

Referenced Forrester research:

"Gauge Your CX Management Maturity"

January 17, 2018 08:37 PM PST

CX quality has largely stalled. Why? Survey data shows that people interact with brands more, which means they have more experiences and form more perceptions. But the data also shows that trust in companies has dropped precipitously; customers say the way to build their trust is to listen to them more, offer higher-quality products and services, and treat employees better. Misleading and false statements amplified by internet technologies further damage trust. In this episode, Principal Analyst Ryan Hart joins us to discuss this trust crisis and our predictions for how smart companies will respond in 2018.

What's your prediction for 2018? Let us know at cxcast@forrester.com or tweet at us @CX_Cast.

Referenced Forrester research:

"Predictions 2018: The Crisis Of Trust And How Smart Brands Will Shape CX In Response"

January 12, 2018 12:59 PM PST

If your company is struggling with employee engagement, chances are it's looking in the wrong places. If you're responsible for employee technology but not involved in discussions to improve engagement, it will be difficult, or even impossible, to move the needle. Engagement is an outcome of the employee experience (EX), and while there's a mosaic of factors that influence EX, technology plays a significant role. In this episode, Forrester Principal Analysts Dave Johnson and Sam Stern dive deep on how to identify causal factors of employee engagement and make better decisions about technology policy and enablement.

Listeners, we'd love to get to know you! Whether you just want to say hi or share a CX story, send us an email at cxcast@forrester.com.

Relevant Forrester research:

"The Employee Experience Imperative"

"How Firms Help Employees Evoke Emotions That Deepen Customer Loyalty"

January 05, 2018 02:17 PM PST

As we head into 2018, Sam and Jenny discuss their words of the year and the implications that these topics will have on CX pros.

What's your word of the year? Send us a note at cxcast@forrester.com!

December 28, 2017 01:44 PM PST

In the near future, artificial intelligence (AI) will be pervasive in the machines that humans interact with. Soul Machines, believes those machines will "be a lot more helpful to us if they are more like us." The company acts on that belief by creating avatars for clients who wish to add a more human face to their digital interactions with customers. These "digital humans" are filling roles as call center agents and sales representatives. In this episode, Greg Cross, Chief Business Officer at Soul Machines, joins us to discuss the impact that these "digital humans" have on CX.

Listeners, we'd love to get to know you! Whether you just want to say hi or share a CX story, send us an email at cxcast@forrester.com.

Relevant Forrester research:

"AI Will Revolutionize Digital Experiences"

"Humanize Your Conversational Bot"

"Secure The Rise Of Intelligent Agents"

December 22, 2017 11:57 AM PST

A tidal wave of digital tech has engulfed the theory and practice of breakaway CX. Automated platforms like bots, animated by AI and machine learning, promise powerful, personalized customer experiences. But in our rush to embrace these innovative customer experiences on digital channels, are CX professionals losing touch with the core driver of CX excellence: authentic human connections?

In this week's episode, we discuss how technology is changing the ways humans work and subsequently, how we can humanize machines: two core themes of Forrester's CXSF 2017 forum.
Listeners, we'd love to get to know you! Whether you just want to say hi or share a CX story, send us an email at cxcast@forrester.com.

Relevant Forrester research:

"AI Will Revolutionize Digital Experiences"

"Humanize Your Conversational Bot"

December 13, 2017 09:00 PM PST

Brand still matters. Marketing still matters. But CX defines the brand. And marketing has a key role to play in heightening customers' emotions. In this episode, we untangle the interplay between brand and CX.

Listeners, we'd love to hear from you! This is a topic that we want to delve deeper on. When has a brand made you look forward to an experience? Did they live up to the expectation or drop the ball? Tell us about it!

We reference this blog post in the episode.

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