Conducting research for a customer journey mapping effort involves more than learning what customers do, interact with, think, and feel. To yield meaningful benefits, CX pros must gather research that not only exposes the customer journey but also lays the groundwork for the broader CX improvement initiative. In this episode, we uncover the real objectives for journey mapping research efforts and identify the research methods and techniques that experienced CX pros use to fulfill them. For detailed guidance on how to do the research, see the "How To Do Research For Customer Journey Mapping" Forrester report.
CX pros and their teams need the support of the entire organization to create and deliver great experiences in a sustainable way. The most important group of colleagues to work with is senior executives. The best way to work with them is through an executive steering committee that makes key decisions about the experience. In this episode, we discuss best practices and lessons learned about setting up an executive steering committee and for managing a high-functioning committee that contributes to improved customer experience outcomes. To learn more on this topic, see the "Executive Steering Committees: Critical For CX Transformation Success" Forrester report
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:
In 2016's edition of research about digital customer experience (CX) trends, Forrester identified the rise of conversational interfaces and concierge services. In this year's report, we examine how those trends are playing out and highlight two new ones gaining momentum as we enter 2017: 1) artificial intelligence (AI), voice, and biometric capabilities further transforming user interfaces and 2) companies becoming more disciplined in their innovation efforts. For more details, see the "Digital Customer Experience Trends, 2017" Forrester report.
In this episode, we welcome Senior Analyst Jenny Wise to discuss her upcoming research on emerging interfaces, interaction design, and what CX pros need to think about when exploring new technologies.
Prior to her current role on Forrester's CX research team, Jenny was a senior analyst serving B2C Marketing Professionals. In that role, her research examined the consumer adoption and usage of devices and features, including the organizational maturity, strategic frameworks, and vendor partnerships and technologies required to successfully deploy mobile marketing tactics.
For listeners who are interested in Jenny's previous research, here are a couple reports we referenced in this episode:
Prior to joining Forrester's research team, Faith spent nine years working in customer and patient experience. In this episode, Faith shares lessons learned from the field and an overview of research of hers that we can look forward to in coming months.
CX professionals and their teams need the support of the entire organization to create and deliver great experiences in a sustainable way. The most important group of colleagues to work with is senior executives. The best way to work with them is through an executive steering committee that makes key decisions about the experience. In this episode, we discuss best practices and lessons learned about setting up an executive steering committee and for managing a high-functioning committee that contributes to improved customer experience outcomes. To learn more on this topic, see the "Executive Steering Committees: Critical For CX Transformation Success" Forrester report.
Thanks to the Obama administration's final push to improve the federal digital customer experience (CX), customers are using and enjoying most digital channels more than ever. The bad news is that federal websites and mobile apps are in trouble, and customers remain skeptical about the future of digital government. In this episode, we detail key findings from a recent Forrester survey for CX professionals. We highlight federal customers' attitudes toward various digital channels, identify major digital CX initiatives that still leave customers cold, and offer three tactics to keep federal digital CX on the right track. For the full analysis and recommendations, see the "Good News And Bad News For Federal Digital Customer Experience" Forrester report.
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.