As 2010 draws to a close, what are the key trends that customer management process professionals need to pay attention to as you finalize plans for next year?
Here are the top trends that I am tracking. My full report that spotlights our latest research will be published in January.
Trend 1: The Revenue Impact Of Poor Customer Experience Is Recognized
Our models estimate that the revenue impact from a 10 percentage point improvement in a company's performance, as measured by Forrester’s Customer Experience Index Score (CxPi), could be in excess of a billion dollars. Poor performers are particularly weak in being able to orchestrate multichannel interactions.
Trend 2: Business Process Management Extends To The Front Office
By extending business process management (BPM) to the front office functions, customer service organizations will improve the consistency of service delivered, elevate agent efficiency, personalize service, and meet compliance goals — at a cost that makes sense to the business.
Trend 3: The Business Value Of Social Customer Engagement Becomes More Evident
Winners of Forrester’s annual Groundswell Award spotlight how organizations are using Social Computing to innovate, such as: community-based marketing research techniques; engaging with customers through social media; energizing brand advocates; empowering communities to support customer self-service; and collaborating with customers during the product ideation and development process.
It’s hard to find a firm that says: 1) We don’t care about customers, and 2) we don’t care about being good corporate citizens. That said, it’s astounding to see companies on a daily basis act in ways that show complete disregard for customers and their general well-being. For anyone within companies who cares about brand, this ought to sound alarm bells, particularly as customers become more empowered with global platforms to let others know about their dissatisfaction and as they have increasing ability to take their business elsewhere.
Two relatively new executives within companies are spending their days trying to get company actions aligned with marketing messages: the chief customer officer (or more often a VP of customer experience) and the chief sustainability officer (or more often a VP of sustainability). There is a great opportunity for these two executives to form an alliance that could strengthen both. Why?
As salesforce.com keeps adding more clouds to its SaaS development platform, some sales and marketing leaders are thinking that their annual user and developer conference doesn't have much to offer non-techies. But at Dreamforce 2010 last week in San Francisco, there were several big themes that marketers should be watching, whether or not you are a current salesforce customer. Here are a few that I made note of during the Analyst Summit:
Everything's a feed. Salesforce is making a big bet that the "feed" will become the new workplace for knowledge workers and is integrating Chatter (its group collaboration tool that it doesn't want you to think of as Facebook for the enterprise) into everything it does, including the sales and service apps (or clouds). A sales rep needs help on a deal? He starts a Chatter, and the whole company comes to his rescue. You need your expense report approved? Your manager sees it in her Chatter feed. Salesforce claims that there are 60,000 companies using Chatter that are seeing big productivity improvements, along with a 10%-15% decline in email. Perhaps the biggest news about Chatter is Chatter Free, a brilliant account penetration strategy that gets Chatter into the hands of the other 80% of employees in a client site who don't have salesforce seats. Salesforce thinks that the killer app for Chatter will be file sharing, just as the killer app for Facebook is photo sharing. And expect Chatter to be opened up beyond the user base of a single company to allow collaboration with prospects, customers, and partners. Start thinking now about how this will affect your customer experience, and let me know if you have plans to use it like this.