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Forrester's CX Cast
Category: Business
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April 20, 2018 12:58 PM PDT

Brand still matters. Marketing still matters. But CX defines the brand. And marketing has a key role to play in heightening customers' emotions. In this episode, we untangle the interplay between brand and CX.

This is a topic that we plan to delve deeper on. When has a brand made you look forward to an experience? Did they live up to the expectation or drop the ball? Tell us about it!

We reference this blog post in the episode.

April 12, 2018 09:00 PM PDT

Personalization is all the hype, and for good reason: Consumers expect brands to leverage the data they exchange to deliver better experiences. But many personalized experiences today miss the mark. In this episode, we explain how to approach personalization programs with person-centric objectives.

Referenced Forrester report:

"Pivot To Person-First Personalization" (https://goo.gl/TBJBz8)

April 06, 2018 03:13 PM PDT

For a customer experience (CX) transformation to take hold and drive sustainable gains, CX pros need to proactively prioritize and manage multiple projects. That's a challenge given multiple stakeholder interests, limited budgets, and constrained resources. In this episode, Principal Analyst Ryan Hart explains why a CX prioritization framework must factor in customer impact, business impact, and feasibility of implementation.

Referenced Forrester research:

Prioritize Your CX Efforts By Three Categories

Power Prioritization Decisions With A Dynamic Tool

March 29, 2018 09:00 PM PDT

Forrester tested the virtual reality (VR) experiences at this year's Mobile World Congress (MWC) in Barcelona to examine what the advances in these technologies mean for customer experience (CX) professionals. In this episode, we discuss top takeaways for navigating VR technology.

For more on the impact of VR and for guidance on how to refine your content and experience design strategy, see the referenced Forrester report.

Referenced research:

"Virtual Reality In 2018: Not A Customer Reality" (https://goo.gl/3U1DGF) 

March 23, 2018 01:17 PM PDT

Emotion is the biggest driver of loyalty. But what do you do about it? And who should be responsible for taking action? In this episode, we talk about how and when brands should introduce signature moments to ensure customers remember their experience—positively.

Interested in hearing from other industry pros and learning how to introduce signature moments to your experience delivery? Learn more about the upcoming Consumer Marketing Forum here. (https://goo.gl/8y4DzW)

Relevant Forrester research:

"Differentiate Your Customer Experience With Signature Moments" (https://goo.gl/7QGVbw)

"How Firms Help Employees Evoke Emotions That Deepen Customer Loyalty" (https://goo.gl/zL6gfM)

March 14, 2018 09:00 PM PDT

Despite journey mapping's popularity, Forrester continues to hear from frustrated customer experience (CX) pros who struggle to get started or fail to build momentum after less-than-stellar first efforts. To be successful, CX pros need to consider the factors that shape the effort before, during, and after the mapping is complete. To help, Forrester has created the Customer Journey Mapping Canvas — a one-page planning tool to help CX pros execute journey mapping better. In this episode, Analyst Kelly Price describes the canvas and how to use it.

To ask questions or share feedback about the Customer Journey Mapping Canvas, email: cxcast@forrester.com.

Referenced Forrester research:

"The Customer Journey Mapping Canvas" (https://goo.gl/zMuWBd)

"Case Study: Lloyds Banking Group's Journey-Focused Digital Transformation" (https://goo.gl/xHDdW5)


March 07, 2018 09:00 PM PST

This week, we introduce our newest Principal Analyst serving CX professionals, Gina Bhawalkar, who brings to Forrester over 15 years of experience as a practitioner and leader in UX and CX. Gina shares key lessons that she learned in building UX teams and why it's crucial to prioritize quick wins when you're getting started.

March 01, 2018 09:00 PM PST

Business-to-business (B2B) companies are embracing customer success management to improve customer experience (CX). But how can they prove the efficacy of their efforts? Enter customer health assessments. These evaluations help CX and customer success leaders determine if the experience is helping clients achieve their business goals. In this episode, we answer the questions: "What value does a B2B customer health assessment provide and how can a company get started with creating one?"

Episode guide:

00:19 What is a B2B customer health assessment? And, what problem is it helping companies solve?
03:45 Do customer success teams really need one?
04:37 If a loyal customer is a "healthy" customer, why don't loyalty measures suffice?
06:11 What does a health assessment  look like?
08:22 Who comprises the internal audience for these? How are organizations using them?
09:32 Where do you start? How can an organization begin creating a customer health assessment?

Referenced Forrester research:

"How To Build A Viable B2B Customer Health Assessment" (https://goo.gl/jkadyC)

February 23, 2018 12:24 PM PST

Memories are fickle. And that has implications in how customers' emotions drive their perceptions of brands. In this episode, we answer the question: How do customers' memories of their emotions toward a brand impact their loyalty to that brand?"

We highly recommend that you listen to episode 129 before listening to this episode.

Referenced Forrester research:

"How Firms Help Employees Evoke Emotions That Deepen Customer Loyalty" (https://goo.gl/SFiPkD)

February 15, 2018 07:39 AM PST

Emotions drive customers' perceptions — and human interactions are more emotionally resonant than digital interactions. That's why CX pros must help their colleagues deliver experiences that create more positive customer emotions. They can do this by sharing information about what matters to customers and training and coaching employees about what they should do to evoke positive customer emotions. To get more value out of good employee experience delivery, firms must also help customers better remember positive emotions associated with past interactions.

Episode guide:

00:30 Why does emotion matter to CX?
03:39 What role do employees play in evoking the right emotions?
06:30 How did Forrester synthesize qualitative and quantitative data to measure emotion's impact on CX?
09:40 How should firms help their employees identify and evoke the right emotions from customers?
12:56 How do firms identify the moments of emotional impact that matter, and take action?

Referenced Forrester research:

"How Firms Help Employees Evoke Emotions That Deepen Customer Loyalty" (https://goo.gl/SFiPkD)

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