Yes, Federal CX Professionals, They Are Out To Get You

Rick Parrish

This post is part of a series dedicated to the challenges, opportunities, and realities of federal customer experience. Interested in learning more? Register for our complimentary government CX webinar next week, and be sure to join me as I host Forrester’s first-ever CXDC Forum on Sept. 12th in Washington, DC. 

It’s been 23 years since the White House first told federal agencies to improve the experiences they provide to customers. Yet three presidents, two executive orders, and a bevy of memos and committees later, federal customer experience (CX) is still in crisis. In fact, federal agencies have:

  • The lowest average score on Forrester’s CX Index. The federal average of “poor” was worse than all 17 private sector industries we rated and far below the overall average of “OK.” In fact, even the weakest performers in most industries still outscored the government average. The National Park Service and US Postal Service, the highest-rated federal agencies, scored only as high as the average for banks.
  • A near-monopoly on the worst experiences. Seven out of the 10 worst organizations in the CX Index – and five out of six in the “very poor” category – were US federal agencies. Only internet service providers and TV service providers came close to matching this level of underperformance.
Read more

48% Of Retail Sales In Asia Pacific By 2020 Will Be Impacted By Web

Satish Meena

Only 13% of total retail sales in Asia Pacific (Australia, China, India, Japan, and South Korea) were made online in 2015, but the impact of the web on offline retail sales is much bigger. Our recently published Forrester Data Web-Influenced Retail Sales Forecast, 2015 To 2020 (Asia Pacific) shows the influence of the web on offline retail sales and how its impact varies by country and category. Some of the key findings of the forecast are as follows:

  • The web impacted more than a third of total retail sales in 2015 and will impact 48% by 2020. Smartphones are becoming consumers’ most widely used mobile device, and consumers are using them to find information about a product irrespective of their location. They use them to research products, even when they are shopping in physical stores; to compare prices with online retailers; to check specifications; and to read user reviews. This behavior is making the web a more powerful medium — one that retailers can no longer ignore. We expect web-influenced retail sales in Asia Pacific to reach $2.1 trillion in 2020, up from $1.2 trillion in 2015.
  • South Korea leads in web-impacted sales . . . High penetration rates for the internet, smartphones, online retail, social media, online payment options, and messaging platforms are powering the web’s impact on retail sales in South Korea. Similar factors mean that Japan, China, and Australia closely follow South Korea in terms of web-impacted sales.
Read more

We Have A New Mobile Banking Leader: Westpac Tops Forrester’s Global Benchmark In 2016

Aurelie L'Hostis

Mobile banking adoption has reached critical mass. Rapid progress in mobile technologies and consumers’ ever-increasing expectations and changing behavior have left many banks around the world playing catch-up. In the meantime, a cluster of banks is racing forward by putting customers at the center of their strategy, striving to anticipate customers’ emerging needs, and by embracing an agile and iterative approach to speed up the development of new mobile capabilities that differentiate them from their peers. Today, these banks are delivering outstanding services to their customers in mobile, and in 2016, Westpac in Australia is leading the pack.

To help digital business strategy leaders better understand the landscape of mobile banking, identify best practices, and benchmark their own capabilities in this area, Forrester conducts an annual functionality benchmark applying 40 criteria. This year, we evaluated 46 leading retail banks from more than a dozen countries across four continents, and have just published the findings in our “2016 Global Mobile Banking Functionality Benchmark” report.

Here are some of the highlights from the global benchmark report:

Read more

The US Customer Experience Index for 2016, Part 1: The Bar for CX Quality Inched Up

Harley Manning

It’s time for one of Forrester’s big annual events: The publication of this year’s Customer Experience Index report for US brands.

The report is based on Forrester's CX Index™ methodology, which measures how well a brand's customer experience strengthens the loyalty of its customers. We use this methodology to create an annual benchmark of CX quality at large US brands. Between our Q3 2015 report and our 2016 report we saw modest but clear progress among many of those brands, as 58 out of 319 had a significant improvement in their experiences.

  • Twenty-eight brands gained 5 points or more. The 28 brands were scattered across 12 industries plus the US federal government, where three agencies made big increases.
  • Five industry averages rose. Every year we show the range of scores by industry together with industry means. In 2016 the bar went up significantly for five industries:  wireless service providers, traditional retailers, hotels, internet service providers (ISPs), and US federal government agencies (which is more of a sector than an industry but you get the idea).
  • The percentage of Good and Okay scores rose slightly. The percentage of Good and Okay brands each increased by two percentage points. Those gains came equally from declines in the Poor and Very Poor scores, which each shrank by two percentage points.   
Read more

Valuable services lurk behind confused marketing of 'managed cloud'

Paul Miller

(Confusing messages. Image by Wikimedia Commons user 'Melburnian')

Again and again, we hear examples of companies struggling as they try to realise the benefits of moving to cloud. They know what they want to achieve as a business, they know that cloud can help, but they cannot translate that understanding into the way they specify, procure, and run the technology.

There are plenty of organisations willing to help, offering everything from design and migration services through to management of infrastructure and applications on an ongoing basis. Even in the public cloud world, it's easy to find companies eager to take your money, and then start and stop workloads on your behalf.

But, as the blurb for my latest report states,

"Cloud computing changes the way that applications are designed, built, and run. It is often part of a broader organizational change, as enterprises move to embrace digital opportunities. Providers of managed cloud solutions need to recognize this shift: They must do more than simply run a customer’s computers. But CIOs seeking a trusted partner to assume this broader role find that too many managed cloud offerings fail to rise above basic management of infrastructure."

Read more

Win Hearts and Minds With Livestreaming

Nick Barber

Over the next few weeks US voters will focus on Hillary Clinton, Donald Trump, and their running mates at the Republican and Democratic National Conventions. Their messages will carry well beyond traditional TV with the help of livestreaming. The Republican National Convention in Cleveland will provide a 360 livestream. This will be one of the first high profile events streamed in 360 degrees. Twitter announced a deal with CBS to livestream the conventions whenever they are in session.

 

Image: Facebook Live has a map of every current live broadcast globally.

Read more

Categories:

Forrester’s Customer Experience Marketing Summit 2016 Is Coming To Singapore August 25th!

Fred Giron

Customer experience (CX) and marketing leaders, mark your diaries! I’m excited to announce that Forrester’s CX Marketing Singapore 2016 event is less than six weeks away.

As all organizations operating in Singapore and in Southeast Asia understand, CX is fast becoming the only competitive differentiator for their business. The lines between brand, marketing, and CX disciplines are blurring as customers gain access to companies, services, and products on their own terms. How can you thrive in this dynamic environment? Start by effectively coordinating between brand, CX, and marketing teams. 

We’ve filled our agenda with senior CX and marketing professionals from leading organizations across Singapore and beyond. Key topics they’ll cover include:

  • Driving business results, competitive advantage, and growth by delivering the right customer experience.
  • Identifying the key practices and behaviors that fuel CX innovation.
  • Building and maintaining a brand in a digital world.
  • Instilling an understanding of customer emotions into design experiences and branding strategy.
  • Systematically improving CX through effective measurement.
Read more

Responsive Web Design Is Not Mobile First

Ted Schadler

My colleague and coauthor Julie Ask and I are watching with dismay as company after company shrinks its desktop website down to a small screen using responsive web design (RWD) techniques so it fits on – but isn’t optimized for – smartphones.

Companies have delightedly embraced responsive web design as the one-size-fits-all solution to mobile, tablet, and desktop sites. In a recent survey of digital business professionals, we found that 93% are using, piloting, or planning to pilot responsive web design.

That sounds great on paper. After all, RWD is a very practical approach to developing websites that render on any device. But when mobile tasks diverge from desktop tasks as they often do in commerce, the one-size-fits-all approach taken by most responsive retrofits will fail to delight or even satisfy customers on smartphones or desktops.

People do different things on their smartphones than on their desktops or tablets (see figure). To delight and serve your customers in their mobile moments of need, you need to give them exactly what they need to move forward in their immediate context. So if you can't reach all customers with an app – AND YOU WON’T! – you will need to deliver an app-like mobile web experience.

Read more

Responsive Web Design Is Not Mobile First

Julie Ask

My colleague and coauthor Ted Schadler and I are watching with dismay as company after company shrinks its desktop website down to a small screen using responsive web design (RWD) techniques so it fits on – but isn’t optimized for – smartphones.

Companies have delightedly embraced responsive web design as the one-size-fits-all solution to mobile, tablet, and desktop sites. In a recent survey of digital business professionals, we found that 93% are using, piloting, or planning to pilot responsive web design.

That sounds great on paper. After all, RWD is a very practical approach to developing websites that render on any device. But when mobile tasks diverge from desktop tasks as they often do in commerce, the one-size-fits-all approach taken by most responsive retrofits will fail to delight or even satisfy customers on smartphones or desktops.

People do different things on their smartphones than on their desktops or tablets (see figure). To delight and serve your customers in their mobile moments of need, you need to give them exactly what they need to move forward in their immediate context. So if you can't reach all customers with an app – AND YOU WON’T! – you will need to deliver an app-like mobile web experience.

Read more

Brexit Vote Means Weaker UK And European Tech Market In 2016 And 2017

Andrew Bartels

As soon as the news of the Brexit vote in the UK came out, the Forrester team began revising our UK and European tech market forecast to take into account the economic implications and uncertainties of the voters’decision that the UK should leave the EU. Based on this revised analysis, we predict the UK tech market will grow by just 1% (pounds sterling) in 2016 with zero growth in 2017, compared with our prior forecast of 5% in both years.

Europe as a whole, will post no growth in 2016 (euros), and just 1% growth in 2017  two percentage points slower than our earlier forecast. With the plummeting pound and enervated euro, European tech market measured in US dollars will be similarly weak with 0.2% growth in 2016 and 1.1% in 2017.

The slowing of UK and European tech market growth results from multiple uncertainties created by the Brexit vote coming on top of what was already a weak and shaky European economy. As a result:

  • The UK economy, which had been outperforming most of the Eurozone countries, will take a hit. The Belgian, Dutch, French, German, Italian, and Swiss economies, which are growing by 1-1/2% or less, are vulnerable to declines, with Italy especially exposed due to a looming banking crisis.
  • Greece and Portugal are struggling once again, with threats of renewed recessions leading to declines in tech spending.
  • The only countries with decent economic growth and above average tech market growth are Ireland and Spain in the Eurozone, and Sweden, Poland, and other Central European countries outside it.
Read more