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Forrester's CX Cast
Category: Business
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March 23, 2018 01:17 PM PDT

Emotion is the biggest driver of loyalty. But what do you do about it? And who should be responsible for taking action? In this episode, we talk about how and when brands should introduce signature moments to ensure customers remember their experience—positively.

Interested in hearing from other industry pros and learning how to introduce signature moments to your experience delivery? Learn more about the upcoming Consumer Marketing Forum here. (https://goo.gl/8y4DzW)

Relevant Forrester research:

"Differentiate Your Customer Experience With Signature Moments" (https://goo.gl/7QGVbw)

"How Firms Help Employees Evoke Emotions That Deepen Customer Loyalty" (https://goo.gl/zL6gfM)

March 14, 2018 09:00 PM PDT

Despite journey mapping's popularity, Forrester continues to hear from frustrated customer experience (CX) pros who struggle to get started or fail to build momentum after less-than-stellar first efforts. To be successful, CX pros need to consider the factors that shape the effort before, during, and after the mapping is complete. To help, Forrester has created the Customer Journey Mapping Canvas — a one-page planning tool to help CX pros execute journey mapping better. In this episode, Analyst Kelly Price describes the canvas and how to use it.

To ask questions or share feedback about the Customer Journey Mapping Canvas, email: cxcast@forrester.com.

Referenced Forrester research:

"The Customer Journey Mapping Canvas" (https://goo.gl/zMuWBd)

"Case Study: Lloyds Banking Group's Journey-Focused Digital Transformation" (https://goo.gl/xHDdW5)

March 07, 2018 09:00 PM PST

This week, we introduce our newest Principal Analyst serving CX professionals, Gina Bhawalkar, who brings to Forrester over 15 years of experience as a practitioner and leader in UX and CX. Gina shares key lessons that she learned in building UX teams and why it's crucial to prioritize quick wins when you're getting started.

March 01, 2018 09:00 PM PST

Business-to-business (B2B) companies are embracing customer success management to improve customer experience (CX). But how can they prove the efficacy of their efforts? Enter customer health assessments. These evaluations help CX and customer success leaders determine if the experience is helping clients achieve their business goals. In this episode, we answer the questions: "What value does a B2B customer health assessment provide and how can a company get started with creating one?"

Episode guide:

00:19 What is a B2B customer health assessment? And, what problem is it helping companies solve?
03:45 Do customer success teams really need one?
04:37 If a loyal customer is a "healthy" customer, why don't loyalty measures suffice?
06:11 What does a health assessment  look like?
08:22 Who comprises the internal audience for these? How are organizations using them?
09:32 Where do you start? How can an organization begin creating a customer health assessment?

Referenced Forrester research:

"How To Build A Viable B2B Customer Health Assessment" (https://goo.gl/jkadyC)

February 23, 2018 12:24 PM PST

Memories are fickle. And that has implications in how customers' emotions drive their perceptions of brands. In this episode, we answer the question: How do customers' memories of their emotions toward a brand impact their loyalty to that brand?"

We highly recommend that you listen to episode 129 before listening to this episode.

Referenced Forrester research:

"How Firms Help Employees Evoke Emotions That Deepen Customer Loyalty" (https://goo.gl/SFiPkD)

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" (https://goo.gl/SFiPkD)

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"

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