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Forrester's CX Cast
Category: Business
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January 18, 2017 09:00 PM PST

The nascent Trump administration has said virtually nothing about customer-centric government. However, the actions that President-elect Trump has promised in other policy areas will impact the customer centricity of US federal agencies — in some cases reversing efforts by the Obama administration. In this episode, Principal Analyst Rick Parrish joins us to discuss major trends for customer-centric government in 2017. If you're interested to learn about all eight trends that Forrester identified for 2017, see the "Eight Challenging Trends For Customer-Centric Government In 2017" Forrester report.

January 11, 2017 09:00 PM PST

For many business-to-business (B2B) companies, selling new products and services to current customers is the pathway to growth. To get customers to spend more, though, B2B firms must prove they've given customers a valuable experience. Enter customer success management (CSM). Emerging from the tech industry, this new discipline seeks to ensure that the value B2B customers were promised in the pre-sale period is delivered in the post-sale experience. In this episode, Forrester Senior Analyst TJ Keitt explains how to leverage CSM to build a loyal customer base. For a more detailed explanation and guidance on leveraging CSM, see the "Customer Success Management Is The Key To Outstanding B2B Customer Experiences" Forrester report.

January 04, 2017 09:00 PM PST

Customer experience (CX) professionals know that the first step on the path to delivering good experiences is doing research to understand their customers. Yet many fail to recognize that it's easy to draw false conclusions — and that doing so is even more dangerous than being ignorant. In this episode, we discuss some of the most common customer research pitfalls and how to adapt your practices and mindset to avoid them — and get the insights needed to succeed. For more on how to avoid research pitfalls and achieve insight instead, see the full "Build Real Customer Understanding" Forrester report.

December 28, 2016 09:00 PM PST

Forrester's Customer Experience Index (CX Index&tradewinking leaders of 2015 barely improved in 2016, even as brands that had lagged behind caught up significantly. Does this herald a leveling out in 2017, with companies converging toward CX parity? No. Forrester CX Research Director, David Truog, lays out for CX professionals what will happen instead. For the full analysis and predictions, check out the "Predictions 2017: The CX Quality Split" Forrester report.

December 21, 2016 09:00 PM PST

In Part 2 of our discussion on quantifying emotion with Forrester CMO Victor Milligan and VP of Customer Experience Index Roxie Strohmenger, we dig into the nitty gritty of how to measure the specific emotions your customers have, including how to "titrate" your measurement program (explanation included).

If you missed part 1, please go back to episode 79 and check it out. We also have a bunch of related CX Casts in our archive for those who want to learn more on the role of emotion in CX: Episode 77, on the Rise of the Empowered Customer, Episode 37 on How To Measure Emotion in Customer Experience, and Episode 25 on The Impact Of Emotion in Customer Experience.

December 14, 2016 09:00 PM PST

Human beings aren’t getting more emotional; it’s just that they now have the power, willingness, and ability to take action when provoked by a delightful or frustrating experience. Understanding these emotional responses can help brands design experiences that elicit the specific feelings that drive loyalty. In part 1 of a 2-part series, Forrester CMO Victor Milligan and VP of Customer Experience Index Roxie Strohmenger join CX Cast to discuss the rising importance of emotion in business and what specific emotions create and curb loyalty.

Loyal listeners may recognize this as a frequent topic for CX Cast. For those less familiar, check out our recent episode, Episode 77, on the Rise of the Empowered Customer, and two oldies but goodies: Episode 37 on How To Measure Emotion in Customer Experience, and Episode 25 on The Impact Of Emotion in Customer Experience.

December 08, 2016 09:00 PM PST

 

In September 2016, news broke that Wells Fargo had opened more than 2 million checking and credit accounts without customers' knowledge. Now we find the scandal runs deeper, with Wells Fargo unfairly firing employees as retribution and blacklisting them from future jobs in banking. In this episode, we dissect the various aspects of the scandal and give listeners three takeaways to avoid the type of public embarrassment Wells Fargo faced. We also want to give a shout out to the podcasts we mentioned in this episode: NPR's Planet Money Podcast, Episode #732: Bad Form, Wells Fargo and The Ezra Klein Show Episode with Stripe CEO Patrick Collison.

 

December 01, 2016 08:59 AM PST

Empowered consumers fuel the age of the customer — you've likely heard this repeatedly. They now have more choices, richer resources, and higher demands than in the past. But this is more than just a catchy idea; it is a measurable trend. Here, we prove it. This episode reveals how evolutions in customer behaviors and attitudes are manifesting themselves. Still skeptical? See the "The Rise Of The Empowered Customer" Forrester report for the full story.

November 17, 2016 09:00 AM PST

Decades of quality and process improvement efforts have left firms awash in tools for mapping experiences and analyzing processes. Customer experience (CX) pros who hope to introduce customer journey maps as a new tool for understanding experiences often face pushback from stakeholders who are reluctant to adopt yet another tool. Forrester Principal Analyst Tony Costa returns in this episode to describe commonly used tools — process maps, service blueprints, ecosystem maps, etc. — and how they differ from customer journey maps. For the full explanation and great visual guides, check out the full Forrester report, "Journey Maps And Process Maps And Service Blueprints, Oh My!"

November 09, 2016 09:00 PM PST

Forrester's Customer Experience Index (CX Index&tradewinking leaders of 2015 barely improved in 2016, even as brands that had lagged behind caught up significantly. Does this herald a leveling out in 2017, with companies converging toward CX parity? No. Forrester CX Research Director, David Truog, lays out for CX professionals what will happen instead. For the full analysis and predictions, check out the "Predictions 2017: The CX Quality Split" Forrester report.

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