Get A Grip On Your Customer Experience Ecosystem

Many customer experience initiatives don't meet their full potential — or worse, fail completely — because companies don’t have a complete picture of what the customer experience actually entails or the dynamics that go into creating it. In order to break from their tunnel vision, companies need to understand their customer experience ecosystem: the complex set of relationships among a company's employees, partners, and customers that determines the quality of all customer interactions.

Here's a clip from my keynote at Forrester's recent Customer Experience Forum that explains this complexity in more detail:

In order to deliver great customer experiences across all customer touchpoints, companies must understand and take control of their customer experience ecosystem. How?

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A Few Clips About Strategy From The Customer Experience Forum

Around 51% of customer experience leaders say that the lack of a customer experience strategy is their biggest barrier to their efforts. That's like being a music conductor who tells his musicians and backstage people to "delight the audience" but doesn't tell them what to play. If you missed the Customer Experience Forum in New York a coupleof weeks ago, you can still see a few clips of me riffing on my conductor metaphor at the forum below . . . or you can read some of the core elements of the speech in my report, "What Is The Right Customer Experience Strategy?"

 

Many Tech Marketers Continue To Doubt The Social Media Phenomenon

 

I’ve had a difficult year, business-wise (this is Peter O'Neill). Oh, I have certainly been busy and travelled a lot — I‘m not complaining about that. But I have found myself too often in the position of “let’s shoot the messenger.” Remember?  I already complained about this back in May 2010, but the situation still hasn’t changed yet: Many tech marketers still refuse to believe our numbers. Well, our 2011 Business Technology Social Technographics® results are now ready: I presented the European data in a Forrester Teleconferencea few weeks ago and soon our excellent English-language editors will finish off two reports from me:

  1. Showing the 2011 European data (see below).
  2. Discussing the question: Does age matter in social media usage?
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HP TouchPad: A Necessary Risk, Uncertain Reward For HP's WebOS Strategy

Today HP launches the HP TouchPad, the first tablet based on HP's new operating system, webOS, which it acquired along with Palm exactly one year ago. HP's $1.2B initial investment in Palm, plus its additional investment over the past year to bring the TouchPad and its webOS smartphones to market, is a risky investment -- there's no guarantee that consumers will buy these products or that the consumer electronics market has room for another software platform. But the webOS investment is a risk HP had to take, in order to:

  • Compete with Apple. Apple owns its own hardware and its own operating system, which means it controls the experience to a greater degree than OEMs that make hardware for Apple or Google's software. With webOS, HP gets more control over the total product experience.
  • Differentiate itself from other OEMs making Android and Windows devices. HP wants to be more than a company that makes gray boxes running Windows. WebOS helps HP differentiate from the pack, but it's also an unknown to most consumers, and adoption is uncertain.
  • Hedge against PC cannibalization. In a recent Forrester report, we found that PC cannibalization from tablets has been modest so far but is likely to increase in the next six to 12 months. HP is the biggest PC manufacturer in the world, and it needs to adapt its product portfolio to avoid more disappointing quarters like this most recent one.
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The Data Digest: The Uptake Of Home Networks In Europe

With more and more devices having the possibility to connect to the Internet wireless, including handheld games, smartphones, game consoles, and tablets, we were interested in the uptake of wireless home networks in Europe. We asked Europeans the following question: "A home network allows you to share an Internet connection among multiple PCs or go online from multiple rooms of the house. Home networks also allow PCs to share a printer or connect with other devices. Do you have a home network?"

Forrester's European Technographics© data shows that about half of Europeans already have a home network and more than half of these are wireless or a mix of wireless and wired. And although this isn't a huge increase from 2008, when 20% of online Europeans had a wireless home network and 8% had a combination of wired and wireless, we do expect home networks to see more uptake in Europe in the next couple of years.

Three-quarters of online Europeans with a wireless home network share an Internet connection among multiple PCs, and 17% have already connected their PC to their TV set. Wireless networks are popular among families and multiple-PC households: 86% of wireless home network owners have more than one PC at home, and 40% have children living at home.