You Asked, We Answered! Q&A About Customer Experience Innovation

In July, I delivered a webinar about customer experience innovation. I explained that in order to create innovative experiences that drive differentiation and long-term value, companies need to triangulate on consumer needs, the business model, and the brand. I received several great questions during the call, and I thought it would be worth answering them again (in brief) here:

How many companies are following that process of developing customer experience innovation?

Unfortunately, not as many as I’d hope.

In Forrester’s recent survey of 100 customer experience professionals, 69% percent of respondents reported that their companies have dedicated personnel for customer experience innovation. Sixty-four percent have allocated time to innovation activities. And 55% have dedicated innovation budgets.

These numbers sound promising — but they just don't add up. In 2013, only 8% of the companies in Forrester’s annual Customer Experience Index received a top grade from their customers — and that's a pathetically low number in comparison to the amount of professed innovation in the industry.

Companies seem to be missing the point about aligning innovation efforts with consumer needs, business model, and brand — and that’s what keeping many from differentiating.

Is it possible that “staying with the lines” of the current business model or corporate brand squashes innovation?

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Want To See Forrester At SXSW? Vote Now!

Each year, SXSW crowdsources part of its programming. For 2014, eight Forrester analysts have proposed presentations based on our current and upcoming research. If you’d like to see any of these presentations at SXSW, we’d love your vote. It’s easy: After a quick sign up, just follow the links below and give these sessions a thumbs up. Voting ends this Friday, September 6 at 11:59 PM CT. Thanks for your support, and we hope to see you in Austin!

Branded Customer Experience: The Path To Profits: Kerry Bodine

Wearables: The New Marketers' Challenge: Sarah Rotman Epps (panelist)

The Mobile Mind Shift: Josh Bernoff, Julie Ask

Context: Rescuing Us From Privacy's Dark Age: Fatemeh Khatibloo

Digital Disruption Will Make Everyone A Developer: James McQuivey

You Don’t Know Jack: Personalization & Big Data: Cory Munchbach

‘Paid, Owned, Earned’ Is Dead. What's Next?: Nate Elliott

From Every Screen to No-Screen: Next Gen Responsive: Sarah Rotman Epps (panelist)