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The CX Cast
All things customer experience, explored.
Category: Business
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February 22, 2019 09:00 PM PST

Although companies increasingly recognize that if they want to improve CX significantly, they can't skip customer research, Forrester consistently hears from CX pros who struggle to conduct the research they need. To find success, CX pros need to take a pragmatic approach that helps identify the problems they aim to solve, use that knowledge to select methods, and pull in the right stakeholders. Forrester has created the Customer Research Canvas — a one-page planning tool to help CX pros execute research better. In this episode, we describe the canvas, how to use it, and who should use it.

Click the title below to read more:

February 15, 2019 12:59 PM PST

Organizations are smart to contract with an outside firm for experience design (XD) — but they often fear the partnership would sour. In this episode, we discuss common disappointments with such partnerships and we provide a few tactics that help ensure positive outcomes.

Click the title below to read more:

February 08, 2019 09:04 AM PST

We explore the immense impact of values-based marketing on customers’ perceptions, and how to implement the strategy correctly.

Values-based marketing: "Giving your customers a reason to buy your product or service that isn't price, product features, or product performance, but that is instead related to a social, environmental or political value that you believe your audience holds."

Special guest: Jim Nail, Forrester Principal Analyst serving B2C marketers.

Relevant Forrester blog posts:

February 01, 2019 09:18 AM PST

Some companies are improving customer experience (CX) by combining journey mapping with adjacent methodologies like design thinking and Agile development and with complementary artefacts like ecosystem maps, empathy maps, and "jobs to be done" frameworks. But the benefits of this mixology still evade many companies. Why? Because they misapply two kinds of methodologies — convergent and divergent. In this episode, we overview when and how to apply divergent methodologies.

Relevant reading:

January 25, 2019 07:00 AM PST

Some companies are improving customer experience (CX) by combining journey mapping with adjacent methodologies like design thinking and Agile development and with complementary artefacts like ecosystem maps, empathy maps, and "jobs to be done" frameworks. But the benefits of this mixology still evade many companies. Why? Because they misapply two kinds of methodologies — convergent and divergent. In this episode, we overview when and how to apply convergent methodologies. Next week, we'll talk about divergent methodologies.

Relevant reading:

January 18, 2019 10:54 AM PST

We discuss our key takeaways from the Consumer Electronics Show (CES) 2019: 

1. Robots Are Eager To Help — But Aren’t Customer-Ready (Yet).

2. “Smart” Products Are Everywhere — Varying In Intelligence.

3. Google Is Catching Up In The Amazon Vs. Google Race.

4. Technology Will Disrupt The Retail Experience Far More Than It Has Already.

 

Referenced Forrester blog post:

"CES 2019 Delivers Dazzling Tech But Disappointing Experiences"

January 11, 2019 01:04 PM PST

Forrester analyst Faith Adams shares a preview of findings from her research on trends among state of the art voice of the customer (VoC) programs.

That research will be published in coming weeks. In the meantime, check out these relevant reports:

"How To Drive Action With Your Voice Of The Customer Program"

"Four Questions CX Pros Should Ask — But Usually Don't — When Evaluating VoC Vendors"

January 03, 2019 12:00 PM PST

This week Sam and Jenny speak with Jason Bradshaw, VW Australia's Chief Customer Officer (LinkedIn Bio). Jason is on to talk customer and employee experience, specifically topics and anecdotes from his recently published book, "It's All About C-E-X." He shares his CX origin story, starting a business differentiated on the basis of its service when he was only 14 years old, and the importance for any business of having clarity around its experience principles. We also discuss the connections between great employee and customer experience, how caring authentically for the needs of both sets of people is fundamental to firms being able to realize business returns from CX improvements.

Relevant Reading:

"Why EX? Why Now?"

"Why Paying Employees For Delivering Good CX Is A Bad Idea"

December 26, 2018 09:00 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)

December 25, 2018 09:00 PM 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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