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:
Companies use journey analytics to improve key customer journeys, evaluate opportunities for journey innovations, and boost retention, enrichment, and advocacy loyalty. In this episode, we talk with senior analyst Joana van den Brink-Quintanilha about how companies are integrating journey analytics into their existing customer journey mapping and CX measurement efforts.
Forrester has used its CX Index to help consumer brands assess their experiences' business value. Now, we've created a version of the CX Index that addresses the unique needs of customer experience (CX) pros in business-to-business (B2B) technology companies: So we're introducing the B2B Tech CX Index here. This new methodology helps B2B tech firms assess how different stakeholders experience the firms and how these aggregated experiences drive the business' ability to engender loyalty. For more detail and insights, check out the "Introducing The B2B Tech Customer Experience Index" Forrester report by Senior Analyst TJ Keitt.
On average, mobile apps lose three-quarters of their active users within the first three days of installation — and 90% within the first month of use. In response, many brands try to onboard new users with a tutorial that bogs them down and distracts from the main value of the app. In this episode, we discuss best practices for a contextual onboarding experience that will keep customers coming back again and again. To learn more best practices and why they make a difference, see the "Mobile Onboarding Best Practices" Forrester report by Senior Analyst (and co-host) Deanna Laufer.
Operating under a customer-centric organizational structure does not predict success. Instead, CX pros manage to delight their customers no matter how their companies are organized. In this episode of CX Cast, Sam Stern tells us why CX pros should not waste time and influence advocating for a customer-centric org structure. Instead, ensure that your organization treats CX as a strategic objective, integrates and shares customer data across silos, and consistently includes customer-impact criteria in decision-making. For more, check out his related report, "The Truth About Customer-Centric Org Structures: They're The Icing Not The Cake."
Customer understanding is the bedrock of great customer experience (CX). However, many firms struggle to build customer research programs that produce the aligned and actionable insights to drive meaningful change. In this episode, Forrester Researcher Kelly Price discusses Etsy's approach to building a cross-functional collaborative research function that keeps the company focused on its customers as it grows. For more, check out the "Case Study: Etsy Invests In Customer Understanding To Steer Growth" Forrester report.
Want great customer experience (CX)? Well that's not possible without engaged employees. Delivering consistently superior customer experiences depends on employees across the organization playing their part, which only happens when they're engaged with their work. In this episode, Senior Analyst Sam Stern explains that organizations can engage their employees more strongly by challenging them to deliver better CX. To learn more about how employee engagement leads to great CX, read Sam's report, "Customer Obsession Is An Employee Engagement Strategy, Too."
Customer values and behaviors have shifted and most organizations are struggling to catch up. Even the leading firms are struggling to keep up. But at least they're playing the long-game: overhauling their business strategies, cultures, and ecosystems to align with these changing values and behaviors. In this episode of CX Cast, VP and Research Director John Dalton returns to discuss the remarkably candid business transformation stories shared at Forrester’s CXNYC 2016 forum.
For more on Forrester’s CX forums or to register, visit Forrester’s event site.
Customer experience (CX) professionals are bombarded with technology that will supposedly let them manage their customers' experience. But do these solutions actually help CX pros with the difficult task of monitoring and optimizing experiences? In this episode, Senior Analyst TJ Keitt provides a glimpse into how this technology landscape is developing and highlights a few things that CX pros must consider as they and their business partners evaluate these tools. For more, check out the report by TJ Keitt and Clay Richardson, entitled: “Can Customer Experience Management Technology Help You Govern CX?”
Wondering which journeys to map? Consider taking a hint from what customer experience (CX) pros have been mapping over the past couple years. Forrester analyzed more than 150 journey maps that it helped clients create in a broad range of industries over the past two years and identified some common themes in what CX pros choose to map. In this episode, Principal Analyst Tony Costa discusses those themes and illuminates some journeys that tend to be overlooked.
Relevant Forrester reports referenced in this episode: