Catch Four Forrester Speakers At SXSW

SXSW Interactive starts tomorrow! Are you making the trek to Austin? If so, please join me for a book reading and short presentation about the ideas in Outside In: The Power of Putting Customers at the Center of Your Business. In addition to outlining the business benefits of improving your customer experience, I’ll discuss the critical role that marketers play in shaping customers’ perceptions and propelling companies to their full customer experience potential. If you’ve already got a copy of Outside In, bring it with you – or buy one in the SXSW bookstore – and then head to the book signing immediately following my talk. Here are the session details:

Putting Customers at the Center of Your Business

Sunday, March 10, 11:00 – 11:20 AM

Book signing from 11:30 – 11:50 AM

Please also check out these sessions from my Forrester colleagues Nate Elliott, Sarah Rotman Epps, and James McQuivey:

Affinity, Intent, and the War for Marketing Dollars

Sunday, March 10, 5:00 – 6:00 PM

Nate Elliott

Wearables: Moving from Niche to Mainstream

Monday, March 11, 3:45 - 4:00 PM

Sarah Rotman Epps

The Next Disruption

Monday, March 11, from 5:45 - 6:00 PM

James McQuivey

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You Asked, We Answered! Q&A From Our Co-Creation Webinar

On February 14, Amelia Sizemore and I delivered a Webinar about customer experience co-creation. We received so many questions that we couldn’t answer them all during the call, so I’m answering them (in brief) here:

How is co-creation different from human-centered design?

Co-creation is a process of face-to-face active collaboration with your company’s employees, partners, and customers. It’s not an explicit step in a human-centered design process – it’s a methodology that can be applied to any stage in that process.

How does co-creation fit with journey mapping?

Co-creation can help you explore and address misperceptions in your current customer journey maps. For example, you might plot out the customer’s journey as you perceive it, and then bring customers into a co-creation workshop to poke holes in it, point out inaccuracies, and tell you about steps you’re missing.

Once you’ve had customers define what’s really happening today, you can involve them in co-creating the ideal customer journey for tomorrow.

During the co-creation process, is there room for negotiation? What if customers want an experience that just isn't possible from a business perspective?

The term “co-creation” might sound like this activity is focused on defining polished solutions. However, its primary purpose is actually to unearth deeper insights.

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