Customer Experience at Forrester’s Marketing Forum

When was the last time a company made you feel happy?

As a Researcher on Forrester’s Customer Experience team (CxP), it’s a question I think of often.  Because while advertisements may make us giggle and great products and brands tickle our hearts, all that effort can be rendered meaningless with a customer experience fumble. 

We’ve asked executives how important they think improving customer experience is: 96% said it was “very important” to “critical.”  But there are indications customer experience is only improving at a laggard pace.  Principal Analyst Moira Dorsey’s recent report, “Best And Worst Of Cross-Channel Design, 2007,” evaluated the experiences at 16 companies.  The result? None of the 16 companies received even a passing grade.

Along with written research, Forrester has developed a set of methodologies for evaluating various levels of the customer experience: Web Site Review, Cross-Channel Review, Brand Review, Kiosk Review, and recently a Blog Review.  These methodologies build on the basis of Forrester’s report “Scenario Design,” which says: “No experience is inherently good or bad, it can only be judged by looking at how well it helps customers achieve their goals.”

Customer Experience will be a part of the conversation at Forrester’s April Marketing Forum, highlighted by Principal Analyst Kerry Bodine’s second-day keynote speech: "How To Deliver A Great Customer Experience."  For a sneak peak at what Kerry will talk about, check out her report “Top 10 Ways To Improve Your Web Site User Experience.”

As we move closer to the Marketing Forum, Julie Katz and I will continue to blog about key discussion points here, and we’d love your input.  For now, a few questions:  What does customer experience mean to you, and to your organization? How do you think about it, improve it, and measure it?

Categories:

Comments

re: Customer Experience at Forrester’s Marketing Forum

What does customer experience mean to you, and to your organization? How do you think about it, improve it, and measure it?Being a provider of CRM solutions including marketing automation as well as a marketer myself, that is the biggest priority for our organization. What customer experience means to me when I think of it is that it's not about me/my organization, it's about what we can do for our customers to ensure that every interraction and touchpoint always provides value. Fortunately, we have tools that track and manage our marketing efforts and enable us to see each customer as having individual needs and interests and we work to make sure these needs and interests are being met whether through our marketing efforts or personal interraction. In the end customer experience is really all about them maintaining that "feeling" that doing business with us is always enjoyable and they have no need to go anywhere else.

re: Customer Experience at Forrester’s Marketing Forum

Agree. My company has been at the business of creating value for customers at every touchpoint for a while now (I work for Wunderman). We believe that CRM really designates Customers Really Manage... And it is our role to ensure that the consumer has the tools necessary to enable her to achieve her objectives.

re: Customer Experience at Forrester’s Marketing Forum

Very well written blog, thanks for the insight!