We’ve been busy finalizing the agenda and speakers for the forthcoming CX Forum in Sydney on May 9. That’s only eight weeks away!
Our focus this year is on exploring the current and emerging best practices for the design and delivery of exceptional customer experiences in digital channels. To put it more simply, we’re going way beyond the why and what to dig deeper into how.
CX and digital marketing professionals need to accelerate the pace of change, so for 2017 we’re deep-diving into four key themes:
The future of digital CX. How can you blend new technologies like bots, artificial intelligence, and digital assistants into your existing digital CX strategies? How do these new tools change customer behavior and expectations? And how will the practice of CX be altered as a result?
CX design and delivery. What are the best practices for creating innovative, distinctive customer journeys that cross functions like sales, marketing, and customer service? How can you truly embrace CX as a team sport?
Technology stack and strategy. How can CX and IT collaborate to tackle new thinking about CX technology strategy and management? How can these groups work together to drive the digital transformation of their entire organizations?
Creating and nurturing a CX-driven culture. How can you deliver sustainable, remarkable experiences? What does it really mean to instill a customer-obsessed culture and what are the hallmarks of a CX-driven organization?
To be blunt, if you miss this event, you’ll be sorry. Sure there are loads of marketing conferences out there, but Forrester’s Forums clear the clutter and help you focus on the issues that matter most to your success. Last year, we told you that we're in a post-digital world now, and that marketing must adapt to new rules. This year, on April 5-7, we'll show you exactly how to do that and more. Whether you’re developing and refining your marketing strategy to engage today’s empowered consumer, or your planning the next investment in your Martech application portfolio, Forrester’s Consumer Marketing Forum will be the smartest investment of time that you’ll make this year. Here’s a just few highlights:
Learn exactly how consumers’ behaviors are changing. Analyst Anjali Lai will share Forrester's Empowered Customer segmentation.
Discover how to avoid the illusion of insights. VP and Research Director Sri Sridharan will show you how to avoid potential pitalls in your question to become and insights-driven business.
Reveal what really matters in Martech and Adtech. VP and Principal Analyst Joe Stanhope will bring clarity to the chaos of an unhealthy technology ecosystem.
If you think digital asset management solutions are a relic of the past or a graveyard of static assets then you’re dead wrong. While complementary technologies like web content management, content marketing platforms, and product information management offer DAM-like capabilities, most marketers still prefer to use a dedicated DAM.
Keep in mind these key considerations when weighing a DAM investment:
DAM can serve as the central hub for your content. DAM solutions of today sit squarely between upstream creative workflows and downstream delivery mechanisms. If you have multiple systems that need to access rich media content, a dedicated DAM is the core repository that serves that content into a presentation layer.
DAM supports complex workflows and multiple stakeholders. DAM systems have integrated components of marketing resource management (MRM) technologies around planning and allocation of resources. DAM allows your team to pass around an asset for creative and legal approval. Each stakeholder can annotate assets and review iterations before creative teams finalize assets.
Well fellow marketers, the beginning of 2017 has been fast and furious! I’m sure I’m amongst friends when I share my year-end was a combination of: wrapping up projects, supporting last minute revenue efforts, reviewing predictions for 2017, and saying goodbye to 2016 actions that should never be repeated. I'm proud to say, now that 2017 is finally here, I’m doubling down on my “dismantle the silo” charge. And the reason is simple: customers. We are running out of time and opportunities to grab and keep their attention. They don’t have time or the desire to entertain disjointed experiences. Let’s face it, as customers ourselves, we feel the same. Now is the time to act which means business units within organizations must join forces to create differentiated brand experiences.
My latest report written with my colleagues Ian Jacobs and Laura Naparstek , “Use Social To Bridge The Gap Between Marketing and Customer Service,” discusses the benefits a marketing and customer service pairing creates for customers and the brand. Legacy silos prevent innovation and the cultivation of new internal connections. If we let these silos stand, we end up contributing to the negative customer experiences that happen when marketing and servicing don’t work together. So, keep the following in mind:
Intuitively, it makes sense that if a consumer engages with a brand’s ad or marketing message, this should count as a positive outcome. Yet, we’ve spoken to a number of marketers and measurement companies that found that optimizing for engagement ultimately did not help them drive positive business outcomes – instead leading them to waste time and media dollars on the wrong users.
The issue we keep encountering in discussions around engagement is that advertisers count interactions – clicks, shares, likes, comments, views – as proxies for engagement. There’s no clear link between these individual actions and what they are really trying to measure: are their messages moving consumers along their path to purchase, by driving either brand preference or sales?
Over the course of my career as a marketing analytics practitioner and as a Forrester analyst,I’ve tried to tackle some of the most pressing questions around measuring marketing’s effectiveness. I’ve seen a recent surge in marketers using the metric “engagement” as a way to measure marketing success. When I start to question what they mean by the term “engagement” and how they measure it, I’m often met with a flurry of answers, including a running list of metrics, such as likes, shares, or time spent on the site, that marketers Read more
Today, we publish the Forrester Wave™: Web Content Management Systems, Q1 2017 after three months of research and another month of writing and editing. Today, we can step back and begin to help our clients leverage this research to shape their digital experience strategy. But first, a special thank you to my colleagues Danielle Geoffroy, Allison Cazalet, Stephen Powers, and Ted Schadler for their invaluable contributions. Also, thank you to the 15 vendors -- Acquia, Adobe, Crownpeak, Episerver, e-Spirit, Hippo (BloomReach), IBM, Jahia, Magnolia, OpenText (TeamSite), OpenText (WEM), Oracle, Progress Software, SDL, and Sitecore -- and their client references who made this research possible.
So where to start? At the highest level, we’re witnessing a step-function along our evolutionary journey thanks to digital. Digital disrupts communication, community, privacy, convenience, products, and services because always-on connections change our demand cycles. Those enterprise organizations who don’t evolve are being disrupted. My colleagues on customer experience research team have shown this correlation of revenue being tied to customer experience, across industries and geographies (link). Additionally, we’re starting to understand how digital maturity stages correlate to technology priorites such as Web CMS with Forrester's Digital Maturity Model (link):
To understand how open customers are to receiving messages from brands in social media, the question has to shift from “How social are our customers?” to “How social are our customers in their path to purchase?”
Given the amount of time consumers spend on social networks, marketers intuitively know they need to be present on social media but many still struggle to pin point exactly:
Why they need a social presence - or rather, how they can be relevant on social media,
How much resources to invest in social media,
And where to invest these resources.
Forrester has developed the Social Technographics Framework to help marketers address exactly these questions. Using Forrester data to analyze the social behavior of various consumer groups and their inclination to use social touchpoints in their interactions with brands, the framework helps marketers determine:
How important social media should be to their marketing plan
When their audiences rely on social touchpoints in their customer journey
What social touchpoints their audiences use, and to what ends
The holidays have a way of bringing people together in more ways than one – and every holiday season I’m reminded of just how universal the power of human emotion is. Regardless of lifestyle, background, and world view, people everywhere are truly emotional beings, moved by fundamental feelings of joy and sadness, hope and fear, love and loss. And anyone who has observed frantic shoppers careening through store aisles or the unbearable anticipation of children on Christmas morning can see that, at this time of year, emotions are at their peak.
Advertisers know holiday shopper emotions better than anyone; they have perfected the art of tugging at heart strings or prompting tears to spur a purchase. But as consumers wear their hearts on their sleeve, retailers broadly must be in tune with – and responsive to – customer sentiments. For example, when passionate shoppers turn to social channels, retailers mustn’t dismiss their cheering or venting. In fact, Forrester’s Customer Experience Index (CX Index™) data shows that consumers often experience their most positive brand interactions on social media – and remember them more favorably than engagements on websites, over email, through phone conversations, and even in person:
You’ve heard it before - consumers move from their smartphones to their desktops, from in front of their living room TV to driving by a highway billboard, from their emails to their Facebook News Feed. With this convoluted and dynamic path to purchase, are you prepared to understand and measure every touchpoint your brand has with its customers?