Mao Zedong is quoted as having said that: “A revolution is not a dinner party . . . A revolution is an insurrection, an act of violence by which one class overthrows another.”
However, history also shows us that violence is not the only way to lead transformational change in a society that is locked into a traditional way of being. Some iconic campaigners for peaceful change, such as Gandhi or Leo Tolstoy, come from relatively privileged backgrounds and were well positioned to take a front seat in leading change. However, others have risen from very humble beginnings. Martin Luther King. Sophie Scholl. Emmeline Pankhurst. All people from ordinary backgrounds who rose to prominence through their single-minded vision of a better world, their ability to communicate their passion, and the courage of their convictions in the face of overwhelming opposition to their way of thinking.
So why is this relevant to a blog that’s normally about eBusiness?
Here’s a typical conversation we have with businesspeople when trying to gauge the level of customer experience maturity at their company:
Forrester analyst: “Do you have a customer experience strategy?”
Manager: “We sure do!”
Forrester analyst: “Great! What’s in it? What’s the intended experience that it describes?”
Manager: “Well, uh, hmmm… You know, maybe we don’t have a customer experience strategy.”
The fact is, people at most companies are in the same boat as that manager (or director or VP or SVP or…). Why? For the most part, it’s because it never occurred to them that customer experience – like other business disciplines such as marketing and branding – requires a strategy to keep it on track.
Here’s why your organization needs a customer experience strategy: Without one, you’ll tend to mix and match best practices that may be great for someone but don’t align at all with the customer experience that you want to deliver.
People love those genius bars in Apple stores, right? And Apple is known for delivering a great customer experience. So why doesn’t Costco put genius bars in their stores? Simple: A genius bar provides an experience that aligns with Apple’s overall strategy of differentiating through innovation but flies in the face of Costco’s overarching strategy to be a cost leader.
As we turn to September it's time to think about your plan to meet the CEOs goals in 2013.
You and your executive management have probably already articulated that your growth strategy is predicated on "deepening relationships in existing accounts while expanding in new markets." The math looks compelling — if your typical salesperson could just sell 10% more of the portfolio to their current accounts, organic growth would be off the charts. Unfortunately, your situation is just like every other B2B business with a broad portfolio of capabilities and a blue-chip roster of clients — cross-selling is a lot harder to execute than most CEOs think.
In 1974, an Indian Bollywood Hindi-language film was released with the title Roti Kapda Aur Makaan (English translation: Food, Clothing, And Shelter), referring to the bare minimums of life. If it were to be released today, the director of the movie would need to add the word Internet to the title because access to the Internet has become a necessity for many people over the past decade.
In a recently published Forrester ForecastView report titled “Forrester Research World Online Population Forecast, 2012 To 2017 (Global),” Forrester found that 2.4 billion people across the world use the Internet on a regular basis — i.e., at least once a month — from home, school, work, or any other location via a PC or a non-PC (mobile) Internet access device. This is expected to grow to 3.5 billion by 2017, representing nearly half of the 2017 overall world population of 7.4 billion. Our forecast provides the details of the Internet population in 56 countries across five regions.