In this episode, you'll hear from Judith Weader, a Senior Advisor on Forrester's Customer Experience Council, as she shares some valuable lessons learned as a former CX practitioner in a CX department of one at Blue Cross & Blue Shield of Rhode Island.
Relevant Forrester research:
Customer expectations are rising faster than companies can evolve their value propositions. Customer experience (CX) professionals need to expand their toolkit to manage customer expectations as early as possible to build and sustain positive emotional momentum throughout the journey. In this episode, Forrester VP and Principal Analyst James L. McQuivey and Prinicpal Analyst Ryan Hart discuss how CX pros can use the power of anticipation to create more profound, more compelling experiences that sustain long-term impact. For more on this topic, check out the "The Dawn Of Anticipatory CX" Forrester report.
Partners are essential contributors to business-to-business (B2B) customer experience (CX). Companies leverage partners for everything from developing and delivering marketing campaigns to providing ongoing customer support. That said, many, if not most, B2B CX programs do not manage partners as a component of the end-to-end customer experience. In this episode, we discuss the perils of this approach and the ways in which CX professionals can help their companies enable and manage partners to help deliver their intended experiences. For more guidance on this topic, read the "Integrate Your Business Partners Into Your End-To-End B2B Customer Experience" Forrester report.
A handful of famous brands have thrived despite their dreadful customer experience (CX). But now a confluence of digital disruption, consumer hyperadoption, and rising customer expectations threatens to take them down. To acquire and retain customers in this environment, all companies must elevate the role of customer experience in their competitive strategies and commit to playing the long game. Winning the long game won't be easy. In this episode, Forrester VP, Research Director Harley Manning discusses why CX professionals must have a CEO mandate, an outside-in perspective, an innovation mindset, and disciplined execution. For more, read the "The CX Transformation Imperative" Forrester report.
Mergers and acquisitions (M&A) are virtually inevitable in the lives of corporations. Even so, they distract attention from other initiatives — including customer experience (CX). CX pros must maintain momentum during acquisitions and sustain focus on customers after the integration. This episode outlines how CX pros on either side of an acquisition can navigate an M&A event. It tells how they can help the newly merged company deliver a customer experience that's greater than the sum of its parts. To learn more about effectively managing CX through M&A events, read the "Acquisitions Are Not An Excuse For Bad Customer Experience" Forrester report.
Customer journey maps are a highly effective tool for understanding customers' needs and improving a firm's customer experience (CX). Despite this, many companies struggle to get value out of their maps because they lack key elements. To help CX pros create higher-quality journey maps, Forrester developed an assessment checklist that highlights best practices in three areas: content, purpose, and design. Tune in to this episode of CX Cast to learn from Principal Analyst Tony Costa as he explains the three core elements of journey map quality. To learn more about the checklist and how to use it, read "How To Assess The Quality Of Your Customer Journey Maps" by Tony Costa and Joana van den Brink-Quintanilha.
For most companies, customer focus is just talk. What separates customer experience (CX) leaders from laggards is not their stated commitment to customers. It's instead their follow-through on that commitment. CX leaders also provide specific guidance that helps all employees act in customer-obsessed ways. In this episode, we discuss how CX leaders bring their cultural values to life and what executives at other companies can learn from them. Want more secrets? Check out the "Five Secrets Of Customer-Obsessed Cultures" Forrester report.
For more on Forrester’s CX forums or to register, visit Forrester’s event site.
Customer-obsessed companies need metrics to quantify the business result of customer obsession and to incent customer-focused decisions. But there is no magic metric. Instead, firms must embrace an approach that looks at all financial, customer, operational, and employee metrics from the customer's perspective. In this episode, Forrester Senior Analyst Maxie Schmidt-Subramanian highlights how this perspective changes the way that firms measure, analyze, and optimize interactions across touchpoints. To learn more, read the "How Metrics Drive Your Customer Obsession" Forrester report.
How well do leading brands build loyalty with the quality of their customer experience (CX)? Forrester's US Customer Experience Index, 2016 reveals the top performers in the US as well as the specific brands that you need to beat to take over first place in your own industry. In this episode, Prinicpal Analyst Rick Parrish highlights some of the major changes in the CX Index this year and reveals some of what this data tells us about the role that emotion plays in CX. CX professionals can use this report to inform their ongoing improvement efforts.
Research and blog posts referenced in this episode: