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.
In Deanna's last episode, we say goodbye, and ask Deanna to share her lessons learned both as a Forrester analyst and a CX Cast host. Deanna talks about the complexity and specificity required to do CX visions well, and the importance of selling your vision to colleagues.
To show the connection between improving CX and growing revenue, Forrester built models that demonstrate how CX improvements drive revenue growth through increased loyalty. In this episode, we discuss the underpinnings of those models. To see the revenue potential from improving CX for 13 of the industries included in Forrester's Customer Experience Index (CX Index&trade, check out the "Drive Revenue With Great Customer Experience, 2017" Forrester report.
Unless you have a well-defined customer experience (CX) strategy, your CX will be haphazard at best and fail to deliver sustainable benefits. In this episode, we explain how to develop a research-based CX vision aligned with the business and translate it into a CX strategy the organization can understand and implement. This is an extensive update of previous Forrester research on this topic. For a more in-depth guide on developing a successful CX strategy, see the "How To Build The Right CX Strategy" Forrester report.
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.
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.
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.
Forrester's Customer Experience Index (CX Index&trade 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.