Announcing Forrester's Outside In Awards

We are pleased to announce that the nomination period has opened for a new Forrester award program: The Outside In Awards!

Forrester’s Outside In Awards are inspired by our recent book on customer experience, Outside In: The Power of Putting Customers at the Center of Your Business. They recognize organizations that excel at the practices needed for planning, creating, and managing a great customer experience. The awards will be presented on June 25th at Forrester's Forum For Customer Experience Professionals East in New York City.

There are six award categories for the Outside In Awards:

  • Best customer experience strategy.
  • Best customer understanding program.
  • Best customer experience design.
  • Best customer experience measurement program.
  • Best customer experience governance program.
  • Most customer-centric culture.

You can find all of the information you need on our Outside In Awards home page. The 2013 nomination forms are all available there, and nominations are due by 5:00 p.m. ET on May 3rd. You can also review this year's timeline, get answers to FAQs, and check out information about past customer experience award winners.

Good luck to all!

Build VoC Support From The Top Down . . . And From The Bottom Up

There’s no question that executive support can make or break a voice of the customer (VoC) program. With an executive (or several) onboard, VoC teams can get the funding and tools that they need to succeed. And VoC leaders from Forrester’s 2012 Voice Of The Customer Awards almost unanimously gave others the advice to build executive support.

If you’re struggling to get your program off the ground, heed their wise advice. Appeal to executives with evidence (metrics, business results) and with compelling stories about what might be going wrong for customers and how they’ve been delighted by the experience. Ask for execs to support you in collecting feedback from customers, analyzing that feedback, taking on projects to improve the experience, and monitoring to make sure that those projects are working.

But executives aren’t the only key to a successful program. Top-down support is important, but it has to be balanced with bottom-up support, too. What happens when execs mandate that everyone cares about customer feedback? People don’t really care. It feels like a fad. Employees have to feel some ownership and control — or they just won’t buy in.

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