Customer Experience Excellence In
The Age of the Customer
Megan Burns,
Vice President, Principal Analyst
"Cuddling with multiple devices" by Jeremy Keith - Flickr: Cuddling with multiple devices. Licensed under CC BY 2.0 via Wikimedia Commons
Turn big data
into business
insights
Transform
the customer
experience
Accelerate
your digital
business
Age of the
Customer
Embrace
the mobile
mind shift
Agenda
›
What does it take to be good at customer
experience in 2015?
›
How are companies developing the CX
capabilities they need?
›
What do you need to support your
Agenda
›
What does it take to be good at customer
experience in 2015?
›
How are companies developing the CX
capabilities they need?
›
What do you need to support your
company’s CX efforts?
“If you are going to achieve
excellence in big things, you
develop the habit in little matters.
Excellence is not an exception, it
is a prevailing attitude.”
"Jogging Woman in Grass" by Mike Baird from Morro Bay, USAMike Baird bairdphotos.com Licensed under Creative Commons Attribution 2.0 via Wikimedia Commons - http://commons.wikimedia.org/wiki/File:Jogging_Woman_in_Grass.jpg#mediaviewer/File:Jogging_Woman_in_Grass.jpg
Design
Governance
The Six
Disciplines of
Customer
Experience
Strategy
Measurement
Culture
Customer
Understanding
Design
Governance
The Six
Disciplines of
Customer
Experience
Strategy
Measurement
Culture
Customer
Understanding
Customer
Understanding
Measurement
Call transcripts, emails,
social media posts, etc.
Customer interviews &
field observations
Employee input
Operations & process
data, metrics
Behavioral analytics e.g.
web, call center, mobile
Financial data
Goal:
Understand who customers are and what they
want from their interactions with the company
Goal:
Quantify CX quality and it’s relationship to
business health to guide management decisions.
Inherently
qualitative
Inherently
quantitative
Structured questions
Survey responses
By Felix Andrews (Floybix) (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html), CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0/)], via Wikimedia Commons
2007
Design
Governance
The Six
Disciplines of
Customer
Experience
Strategy
Measurement
Culture
Customer
Understanding
Design
Governance
The Six
Disciplines of
Customer
Experience
Strategy
Measurement
Culture
Customer
Understanding
Outcome
Behaviors as a result
of a customer perception,
e.g. loyalty
Perception
How customers perceive
their experiences.
Descriptive
What happened during the
experience.
CX Professionals
CX Leaders
Design
Governance
The Six
Disciplines of
Customer
Experience
Strategy
Measurement
Culture
Customer
Understanding
© 2015 Forrester Research, Inc. Reproduction Prohibited 39
39
Values
Beliefs
Agenda
›
What does it take to be good at customer
experience in 2015?
›
How are companies developing the CX
capabilities they need?
›
What do you need to support your
company’s CX efforts?
By John5199 (Sulcata Tortoise (5) Uploaded by russavia) [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
•
Tuesdays
•
Full Moon
•
Ann
Preventative
Intentional
Preventative
Purposeful
Inclusive
Strategic
Intentional
Preventative
Agenda
›
What does it take to be good at customer
experience in 2015?
›
How are companies developing the CX
capabilities they need?
›
What do you need to support your
company’s CX efforts?
© 2015 Forrester Research, Inc. Reproduction Prohibited 62
