You Can't Afford to Overlook Your Customers' Emotional Experience

Megan Burns

In 2014, Forrester analyzed CX Index data to see which of the three dimensions of CX quality matters most to customer loyalty – effectiveness, ease, or emotion. We found that emotion, how an experience makes the customer feel, has a bigger influence on their loyalty to a brand than either of the other two factors. Repeating that analysis with data from the first wave of our 2015 CX Index only strengthened that conclusion. Emotion was the #1 factor in customer loyalty across 17 of the 18 industries that we studied this time around.

Unfortunately, few CX programs pay as much attention to emotional experience as they do to functional experience. That’s partly because few people understand emotions very well. Conventional wisdom says that emotions are too unpredictable to manage. We disagree. True, we can’t control customer emotions (nor should we). But we can understand and influence them in a way that makes everyone happy.  

How, exactly, do you do that? Forrester hadn’t explored that question in much depth in the past, but that’s changed. Just last week I published the first of a series of reports on the role of emotion in CX and what it means for CX professionals across the globe.

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Help Us Define The Data Security Market In 2015!

Stephanie Balaouras

To help security pros plan their next decade of investments in data security, last year myself, John Kindervag, and Heidi Shey, researched and assessed 20 of the key technologies in this market using Forrester's TechRadar methodology. The resulting report, TechRadar™: Data Security, Q2 2014, became one of the team’s most read research for the year. However, it’s been a year since we finalized and published our research and it’s time for a fresh look.

One can argue that the entirety of the information security market - its solutions, services, and the profession itself - focuses on the security of data. While this is true, there are solutions that focus on securing the data itself or securing access to the data itself - regardless of where data is stored or transmitted or the user population that wants to use it. As S&R pros continue to pursue a shift from a perimeter and device-specific security approach to a more data- and identity-centric security approach, it’s worthwhile to hyper focus on the technology solutions that allow you to do just that....

Last year, we included the following 20 technologies in our research:

  • Archiving
  • Backup encryption
  • Cloud encryption gateways
  • Data classification
  • Data discovery
  • Data loss prevention (DLP)
  • Database encryption and masking
  • Database monitoring and auditing
  • Email encryption
  • Enterprise key management
  • Enterprise rights management
  • File-level encryption
  • Full-disk encryption
  • Identity and access management 
  • Managed file transfer
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What Do CX And The Environmental Movement Have In Common (AKA Top 10 Tactics To Rally Your Organization Around CX Metrics)?

Maxie Schmidt-Subramanian

We all share this sentiment that we want to protect our resources — our planet for generations to come — so that our children and their children can live happily ever after. It’s that warm and fuzzy feeling we get when we see a little girl holding a flower in her hand. I realize that we all share this sentiment every time the press reacts with irate reports criticizing the extent of pollution in China — or when “Reduce, Reuse, Recycle” became part of pop culture with Jack Johnson’s song of the same name (sorry if you have that song playing in your head now). Protecting the environment is the right thing to do. But how many times have you used disposable dishes or cutlery when there were other options that were just less convenient? And why do you do that? It’s easy: Life gets in the way.

As a customer experience (CX) professional, you’ll have noticed the parallels by now. You regularly try to share insights from CX measurement or the voice of the customer (VoC) program with your colleagues across the organization to tell them what important customers think about their experiences with the company and what their pain points are. Using these insights is the right thing to do. But how many times have you met polite but superficial interest? And why is that? Life gets in the way. Your colleagues are busy, don’t know why to care, or have other priorities. It’s no wonder then that 72% of CX pros we asked in our recent survey on the state of CX maturity said that their organizations have only been somewhat or not effective at all in improving customer experience.

I looked at ways that CX pros have managed to rally their organizations around CX metrics and found 10 tactics that companies like Avaya, Elsevier, Hampton Inn & Suites, Sage Software North America, and Verizon have proven to work in the real world.

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Which Banks Lead In Mobile: Forrester Benchmarks 41 Providers Around The World

Peter Wannemacher

Over the past seven years, mobile banking has gone from little more than an extension of online banking to what one digital banking executive now calls “the most important part of my job.” eBusiness and channel strategy professionals at banks are under intense pressure to differentiate by offering mobile features, content, and experiences that meet — or exceed — customers’ needs and expectations.

To help executives and digital leaders better understand where mobile banking is today — and where different banking providers stand in terms of their mobile offerings — Forrester conducts an annual mobile banking benchmark. This year, we evaluated 41 different banks from more than a dozen different countries across four continents. We recently published the findings in our 2015 Global Mobile Banking Benchmark report.

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Forrester’s Security & Risk Research Spotlight: Application Security and IoT Security

Stephanie Balaouras

Once a month I use my blog to highlight some of S&R’s most recent and trending research. This month I’m focusing on application security and asking for your help with some of our upcoming research into the security and privacy risks associated with Internet of Things (IoT). IoT is any technology that enables devices, objects, and infrastructure to interact with monitoring, analytics, and control systems over the Internet. The illustrious and debonair, Tyler Shields (@txs), will lead our research into IoT security, but as the risks become more and more concrete for various verticals, you can expect the entire team to engage in this research.

Take our IoT security survey and talk with our analysts! If you contribute to the emerging IoT market, please fill out this brief survey (http://forr.com/2015-IoT-Security-Survey). Participants will receive a complimentary copy of the completed research report and we'd be happy to interview anyone who would like to discuss IoT and security in detail. Be sure to reach out to Tyler (tshields@forrester.com) or Jennie Duong (jduong@forrester.com) if you’re interested.

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Systems Of Insight: Next Generation Business Intelligence

Boris Evelson

Earlier Generation BI Needs A Tune Up

Business intelligence has gone through multiple iterations in the past few decades. While BI's evolution has addressed some of the technology and process shortcomings of the earlier management information systems, BI teams still face challenges. Enterprises are transforming only 40% of their structured data and 31% of their unstructured data into information and insights. In addition, 63% of organizations still use spreadsheet-based applications for more than half of their decisions. Many earlier and current enterprise BI deployments:

  • Have hit the limits of scalability.
  • Struggle to address rapid changes in customer and regulatory requirements.
  • Fail to break through waterfall's design limitations.
  • Suffer from mismatched business and technology priorities and languages.
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The Rebirth Of iManage: A New Company With A Familiar Name Re-Enters The ECM Market

Cheryl McKinnon

Another week, another divestiture in the content management and collaboration market. A new - or more accurately, a re-newed - player enters the Enterprise Content Management market this week as iManage and HP make an apparently amicable split. Executives with longstanding roots in the iManage and Interwoven businesses, including Neil Araujo and Dan Carmel, have executed a management buyout to spin a revitalized iManage business out of HP’s Software division. iManage's press

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Let's Break All The Data Rules!

Michele Goetz

When I think about data, I can't help but think about hockey. As a passionate hockey mom, it's hard to separate my conversations about data all week with clients from the practices and games I sit through, screaming encouragement to my son and his team (sometimes to the embarrassment of my husband!). So when I recently saw a documentary on the building of the Russian hockey team that our miracle US hockey team beat at the 1980 Olympics, the story of Anatoli Tarsov stuck with me. 

Before the 1960s, Russia didn't have a hockey team. Then the Communist party determined that it was critical that Russia build one — and compete on the world stage. They selected Anatoli Tarsov to build the team and coach. He couldn't see films on hockey. He couldn't watch teams play. There was no reference on how to play the game. And yet, he built a world-class hockey club that not only beat the great Nordic teams but went on to crush the Canadian teams that were the standard for hockey excellence.

This is a lesson for us all when it comes to data. Do we stick with our standards and recipes from Inmon and Kimball? Do we follow check-box assessments from CMMI, DM-BOK, or TOGAF's information architecture framework? Do we rely on governance compliance to police our data?

Or do we break the rules and create our own that are based on outcomes and results? This might be the scarier path. This might be the riskier path. But do you want data to be where your business needs it, or do you want to predefine, constrain, and bias the insight?

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Customer Experience News: This Week In Congress, July 20th, 2015

Rick Parrish

Welcome to the second installment of this series on Congressional action that could affect federal customer experience (CX). As I said in my first post, the purpose of this series is to help federal CX advocates track bills that could affect federal CX. That way, we can suggest improvements, help good ideas become law, and plan for what happens when they do.

This week, let’s look at H.R. 1831, the Evidence-Based Policymaking Commission Act of 2015. It’s a performance management bill would create a 15-member executive branch group called the Commission on Evidence-Based Policymaking, consisting of experts in “economics, statistics, program evaluation, data security, confidentiality, or database management.” H.R. 1831 would empower the commission to:

  • Study and make recommendations on how administrative data on federal programs should be combined and made available to improve program evaluation and improvement.
  • Make recommendations on how to incorporate outcomes measurement and impact analysis into program design.
  • Consider whether a “clearinghouse for program and survey data should be established.”
  • And “decide what administrative data is relevant for program evaluation and federal policy-making and should be included in a potential clearinghouse.”
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Microsoft Acquires Cloud Access Security Intelligence vendor Adallom

Andras Cser

Microsoft is doubling down on its cloud strategy and announced the acquisition of Adallom. Adallom offers transparent, cloud-based monitoring and alerting of cloud application use. It can detect if a user is performing suspicious actions (e.g. downloading the CRM database on a Friday afternoon). This signifies that cloud service provider vendors can no longer only offer IaaS security (see our Wave at https://www.forrester.com/The+Forrester+Wave+Public+Cloud+Platform+Service+Providers+Security+Q4+2014/fulltext/-/E-RES113065 ) but also help with understanding risks around non-sanctioned and sanctioned SaaS applications. Microsoft's success of incorporating Adallom's assets into the Azure portfolio will depend on the following:

1. How well will Azure AD premium work with Adallom?

2. How well will Office 365 work with Adallom?

3. How well  will Azure IaaS work with Adallom?

4. How Adallom will be able to support data protection and encryption?

5. How well Adallom will continue to work vendor agnostically with non-Microsoft IaaS and SaaS envrionments?

We will be publishing a Market Overview on Cloud Access Security Intelligence vendors (including Adallom) in Q3 of 2015. Stay tuned!