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:
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."