Your Guide To Video Highlights Of Forrester’s Customer Experience Forum, 2011

Over the past few weeks, Paul Hagen, Kerry Bodine, and I have been posting our takes on Forrester’s Customer Experience Forum, 2011. We’ve included video of moments we like from 10 out of the 11 main-stage sessions (sadly, we don’t have video of the Voice Of The Customer Awards, but at least we have a list of the winners!).

To give attendees and others an easy way to find the moments that matter to them, I’ve assembled this guide to our posts about the event. If you find these posts interesting, you can jump into the discussions that started at the forum in our online Forrester Community For Customer Experience Professionals.

DAY ONE, TUESDAY, JUNE 21, 2011

“Customer Experience Is Personal”

Harley Manning, Vice President, Research Director, Forrester Research

Here’s the man-on-the-street video I used in my opening remarks. We took a camera crew to Harvard Square and asked people to describe their best and worst customer experiences. Yikes!
 

 “What Is the Right Customer Experience Strategy For Your Company?”

Paul Hagen, Principal Analyst, Forrester Research

What is a customer experience strategy? What is it good for? How can you recognize a good one? Hear Paul’s answer, which sets the theme for the rest of the event.
 

“A Relentless Focus On Members”

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The Chief Customer Officer For The Financial Services Company With The Best Customer Experience

One of the challenges in putting together Forrester’s Customer Experience Forum is that we have a very limited number of main-stage speaker slots. And that’s frustrating because as the content champion for the event, I wanted to put the top bank, the top credit card provider, and the top insurance provider on stage.

Lucky for me our Customer Experience Index data tells us that’s all the same company: USAA.

And that’s why we were so happy to have Wayne Peacock as a speaker.

Wayne is executive vice president of member experience at USAA, where he oversees its marketing, channel management, sales, and service functions. We profiled him earlier this year as part of our series “Conversations With Chief Customer Officers.”

As always, the USAA story is inspiring. As Wayne put it, it accomplishes its mission by focusing on three things that are deceptively simple but very hard to execute well:

  • Know your customer.
  • Organize your business around your customer’s need.
  • Make it about a bigger mission.

To which I will only add: If you do those things, you might also have a year-over-year customer retention rate of 97% to 98% like USAA.

But don’t take my word — listen to Wayne yourself. Enjoy!

The Rise Of The Chief Customer Officer . . . Panel!

I was recently fortunate enough to host a panel of three chief customer officers (CCOs) on the main stage of Forrester’s Customer Experience Forum 2011.

They’re all quite different. Fred Leichter from Fidelity Investments has a background in customer experience, having guided the design of Fidelity websites for many years (and as a Fidelity customer, I can say that those sites are pretty darn good). In contrast, Jim Merlino of The Cleveland Clinic is a practicing surgeon as well as CCO, and Jeff Harvey of SAP (who was recently promoted out of the CCO position) has a diversified leadership background that’s more typical of the customer experience executives we recently studied.

Interestingly, despite their differences, they all spend time as CCOs on evangelizing customer experience, building empathy for customers among their organizations’ employees, and embedding customer-centricity into projects.

Check out this video excerpt from our session and share your own thoughts about this emerging role!