I’m moderating the “Trends in Customer Experience” panel at the upcoming “Customer Experience Forum” in New York on June 29th and 30th… and couldn’t be more excited. In preparation for the event, I’ve been talking with my panelists, who include: Kathleen Cattrall, Vice President of Branded Customer Experience for Time Warner Cable; Neff Hudson, Assistant Vice President of Member Experience at USAA; and Janice Brown, Manager of Channel Strategy and Orchestration at FedEx. Among others, here are three reasons to come see this session:
Building an organization-wide customer experience movement. Kathleen is a powerhouse who describes her work in terms of a grassroots revolution. She credits, in part, Time Warner Cable’s 14-point CxPi jump this past year to her success at making customer experience the key agenda item for a 3-day set of sessions with 400 senior leaders company-wide.
Orchestrating cross-channel strategy. Janice devotes her waking hours to orchestrating customer experience across channels, which makes her a treasure trove of ideas about getting buy-in from a diverse group of leaders company-wide.
Integrating marketing, sales, and service. Customer experience veteran Neff Hudson focuses on this integration, ensuring quality across all customer touchpoints, including social media, call center, IVR, Web, mobile, and face-to-face. He has great perspective on bringing the customer voice into new product design, which includes USAA’s launch of Deposit@Mobile, a mobile app that lets members deposit checks using the camera in their smartphone.
I’m delighted to return to Forrester and its Customer Experience team after eight years of running my own business and technology strategy consulting practice.
I’m returning to the same group in which I worked before with Harley Manning and his team. It was in that group that I helped develop and implement Forrester’s Web Site Usability methodology, wrote reports like “Must Search Stink?” and “Smart Personalization,” promoted the use of customer data intelligence and CRM systems to drive proactive interactions that I called “Tier Zero Customer Service,” and reported on the uses of early community-based tools for customer service (today it's "social CRM").
A frequent question that I've been asked in the scores of phone calls over the past several weeks since my return has been: What are you going to cover? The short term answer is primarily four topic areas: