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.”

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Is "Lost" class teaching students to avoid ads?

WBUR, Boston's NPR news station ran a story this past Tuesday about a new Tufts University class studying the phenomenon of ABC's hit series Lost.  The class -- "The Future is Lost: The TV Series as Cultural Phenomenon" -- is part of Tuft's Experimental College, an undergraduate forum focused on pioneering innovations in education and faculty/student collaboration within the Arts and Sciences (which in addition to the "Lost" class also offers courses like: "Sabermetrics: The Objective Analysis of Baseball," "Ethical Leadership in Business," "Obesity and Children" and "Television in the Age of YouTube,").  The Lost course meets every Tuesday and Thursday evening this semester and is taught by a current Tufts Senior.

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Marketing Forum: Join Us

Winter is still blowing strong here in Boston, which is one reason we're all looking forward to Forrester's Marketing Forum in Miami, April 11-12.  The theme?  Reinventing Marketing for Customer Centricity -- it's been a key part of our research.  Five event tracks focus on 1) Organization and Culture, 2) Tactics and Best Practices, 3) Partners and Technology, 4) Measurement, Metrics, and ROI, and 5) Customer Data and Insight.  Why should you join us?  Your customers' behavior looks different daily and continues to morph; new channels attract your attention; you need help keeping up, changing, and justifying marketing's role in defining a new strategy.  Not to mention we have some fantastic speakers: analysts from our own Marketing research team and other research teams and outside speakers like Lester Wunderman, the "father" of direct marketing, and Eric Kintz, CMO at HP.  As we get closer to the Forum, we'd like to hear from you:  How is your marketing organization starting to become more customer-centric?  And, what would you most like to gain from our Marketing Foru

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Are you a client-side marketer or brand monitoring vendor?

If you're a client-side marketer or brand monitoring vendor, I need your help.  I'm kicking off new research and want to hear from you.

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