The Forrester Wave: Customer Service Solutions For Enterprise Organizations, Q2 2014

Kate Leggett

During the past five years, the customer service capabilities leading vendors has matured as vendors have focused on solidifying the foundational building blocks of customer support capabilities. Vendors have folded new technologies such as social capabilities, business process management, decisioning, business intelligence, and mobility into their solutions to allow organizations to offer more-personalized customer service experiences. Vendors have also focused on different buyers – those that have to support enterprise-size teams who respond to inquiries primarily over the phone channel, and those that have to support small to mid size teams  who support multichannel operations.

This maturation makes it, in a way, increasingly challenging to be confident of your technology choice. In The Forrester Wave: Customer Service Solutions For Enterprise Organizations, Q2 2014, we pinpoint the strengths of 11 leading vendors that offer solutions suitable for large and very large customer service agent teams. Here are some of our key findings:

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Amazon Dash: Monetizing Mobile Moments At Home

Julie Ask

Amazon is testing a new device to facilitate making a grocery list and ordering groceries through their AmazonFresh service in markets such as San Francisco and Seattle. (See TechCrunch article.) Consumers can add items to the list through voice or by barcode scan. Two things (for me) make this an interesting experiment to watch.

1) Amazon looks to profit from what we call "a mobile moment," a concept introduced in our forthcoming book, The Mobile Mind Shift. Or more specifically in this case, an impulse sales moment. As a consumer, I add an item to my grocery list before I forget. I may or may not order that day - it may be tomorrow, but I will buy it. The Dash adds convenenience - it removes friction from my shopping process. The Dash takes advantage of the immediacy of mobile. (See our report on how to create mobile moments).

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Benchmark Your Voice Of The Customer Program: Participate In Forrester’s Upcoming Research On The State Of VoC Programs, 2014

Maxie Schmidt-Subramanian

How mature is your company's voice of the customer (VoC) program? Compare yourself against the state of the art and find out: 

  • How VoC programs affect customer experience and business results.
  • How companies integrate and analyze data from different sources.
  • How VoC program owners share customer insight.
  • How they drive action based on their insights.
  • Which vendors they use to support their VoC program.

We'd like to hear from practitioners that can speak about their company's VoC program. As a thank you for completing our 10-minute survey, you will receive the report resulting from this research, "State Of Voice Of Customer Programs, 2014." As additional thanks, you will receive the high-level results after the survey data has been processed.

Sign up for the survey here.

Why Every Data Architect Should Be An Analyst First

Michele Goetz

“Context” is the new buzz-word for data.  Jeffery Hammond talks about it in Systems Of Automation Will Enrich Customer Engagement, Robert Scoble and Shel Israel talk about it in their book “Age of Context”, and you can’t ignore it when it comes to a discussion for Cognitive Computing and the Internet of Things.  We’ve live in a world where data was rationalized, structured, and put into standardized single definition models.  The world was logical.  Today, we live in a world where the digital revolution has introduced context, the semantic language of data, and it has disrupted how we manage data. 

Big data technologies were created not because of volume and cost.  They were created to manage the multi-faceted model that data takes on when you have to link it to how regular consumers and business people see the world.  Performance and cost are only factors that had to be considered to scale in order to support the objective.  Search, recommendations, personalized web experiences, and next best action could not be possible in a structured single definition environment.  Why we know this is that the sculpted purpose built environments that supporting business applications collapsed when analytics to discover causation in relationships and correlations at scale was applied.

That is the tipping point for data architects.

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When You Play The Game Of Service Management, You Evolve Or You Die

Courtney Bartlett

Valar Morghulis, service management professionals.*

If you're reading this blog, chances are pretty high you're a nerd. Therefore chances are also high you're at least aware (or a fan) of author George R. R. Martin's epic fantasy novels A Song of Ice and Fire now adapted into the dark and stormy HBO series: Game of Thrones. Now, chances are slightly less high you're the kind of fan who has crafted a dragon headdress made out of construction paper in anticipation of this weekend's premiere of season four, but I digress...

Whether you're a (big) fan or not, much can be learned from the trials, tribulations, betrayals, deceptions, swords, and sorcery surrounding the characters of the "known world" as they jockey for the right to rule the seven kingdoms and sit upon the iron throne. And you needn't speak Dothraki to be able to understand the (fairly non-spoilery) lessons below culled from Game of Thrones, and practice them in the game of service management:

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Three Brands Will Inspire You With Their Social Depth Strategies

Kim Celestre

If you don’t understand what social depth is, just go to your favorite retail brand website. Most likely, you will find either ratings and reviews and/or colorful photo galleries on the site, providing you with customers’ written and visual perspectives of the brand’s products. And if you are a business decision-maker, chances are that you have stumbled on an interesting blog or two on a B2B brand site. Social depth is not a new concept, but brands are increasingly coming up with creative ways to use social content to inspire and influence buyers who are on their website(s). This is because social content helps move buyers from exploration to a purchase.

At Forrester’s Marketing Forum next week (and in a soon-to-be published report), I will talk about three brands that have launched brilliant and successful social depth strategies. These brands really set the stage for innovative approaches and should provide you with inspiration as you think about your social depth marketing plans this year:

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The Data Digest: Variation In Tax Preparation Behaviors Among US Online Adults

Anjali Lai

Do industry innovations change the consumer or do consumer demands change the industry? That's the question when looking at how US online adults prepare their annual income tax returns. When the IRS ceased its mailings of paper forms before the 2011 tax season, approximately 15 million more consumers began filing their taxes online. But would this have happened anyway? We could argue that as media consumption, financial management, shopping transactions, and other traditional behaviors moved online, it’s only natural that consumers’ tax filing practices would have too.

At a subliminal level, the decision about how to file taxes speaks to one's comfort level with new technology, sensitivity to data privacy, desire for convenience, and embrace of old habits. Our Consumer Technographics® data shows a variation in how US online adults prepare their taxes: While 33% defer to professionals, 27% file their own taxes by downloading computer software, and 22% do so through a website. One in 10 of these consumers still files taxes by hand using paper forms.

 

 

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Who Owns David Ortiz's Selfie?

Josh Bernoff

David Ortiz took this selfie when the Red Sox visited the White House to celebrate their win in the 2013 World Series. First there was a huge hue and cry because of the question of whether Samsung put him up to it (David says it was spontaneous, but he does have a contract with Samsung.)

Now the Obama White House is objecting to the commercialization of the image, because it's not "appropriate" for the president to be part of an ad campaign.

OK, let's look at what happened -- who did wrong?

Was Big Papi wrong to take money from Samsung? No, any athlete can sign an endorsement deal.

Was Ortiz wrong to ask for a selfie with the president? Look at that smile on Obama's face. He was having a good time. If he didn't want a selfie, he should have said no. This is a hell of a mobile moment. If it were me up there with the president, I hope I would have the courage to ask, too!

Was Samsung wrong to promote it? You could argue this, but frankly, Samsung has to be delighted.

Is the White House within its rights to object? I imagine so, and I understand their position.

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Microsoft’s New Personal Digital Assistant Signals The Start Of Something Bigger

Clement Teo

When Clippy, Microsoft’s paper-clip assistant, disappeared in 1998, it was hardly missed; it was both annoying and offered little value to users. Zip forward 16 years: Microsoft has just introduced Cortana, a new personal digital assistant that the firm will launch on Windows Phone in the coming months. Powered by Bing, and about two years in the making, Cortana will be important if Microsoft gets it right. Here’s why it’s an exciting development:

  • Mobile-first is a growing enterprise strategy. The whole idea of creating a mobile-first enterprise strategy has taken root in many enterprises, as they recognize that users now expect any information or service they desire to be available to them, in context and at their moment of need. Users are cognitively and behaviorally ready to embrace wearable technology as an extension of mobility — and to weave it into their business processes. My colleague JP Gownder shares his views on wearables here.
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Nokia's New Lumia Windows 8.1 Phones: WIM For eBusiness Professionals

Julie Ask

I had the opportunity to attend Nokia's event in San Francisco yesterday. Stephen Elop (EVP Devices & Services), Jo Harlow, Vesa Jutila and Valerie Buckingham among other executives answered questions. See the press event here. High level take away: they released a series of colorful, large & bright screened devices with INSANE camera capabilities at a wide range of price points.

Their Achilles heal is still apps - or lack thereof. They've made progress. They have 245,000 apps today (compared to Apple's 1M plus) and they are adding 500/day. They are doing well with the 100 most popular apps (think eBay, Facebook, Instagram, etc.). 

Here are a few things that matter to you:

1) More and more consumers will buy these phones. Nokia phones - despite the lack of apps - will become increasingly difficult for consumers to ignore. They have large screens. They are finger-friendly with large icons. They are "glance friendly" - with live content on the homescreen page. They have INSANE photo/video capabilities that can make any of us look like professionals. They are price competitive. I had total phone envy yesterday as I sat there with my small-screened phone. 

2) Your larger competitors will start to build native apps for the Windows family of phones. Many of your focus on iOS and Android today.  (See research) Watch your traffic and device adoption among your customer base. It may not be time yet, but you shouldn't ignore them flat out. 

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