Live Streaming From Forrester Customer Experience Forum 2010 — Day One

Harley Manning

Welcome to all of you at Forrester’s second annual Customer Experience Forum in New York City! And to all of you who can’t be here — we’ll miss you. Sales for the event were so far beyond our goals and expectations that we are flat out amazed. There are about 900 people here from many industries, especially financial services. Attendees come from many professional roles: We’re seeing a good mix of people who work in marketing, eBusiness, customer intelligence, and customer experience (of course), including a strong contingent of senior managers and executives. So please keep checking in here for the latest updates and discussions around our theme of customer experience breakthroughs!

Today's Live Stream

8:30-8:50 a.m.
Welcome And Setting The Stage 
Harley Manning
, Vice President, Research Director, Forrester

8:50-9:35 a.m.
Engage Online Customers With Emotional Experience Design

Ron Rogowski
, Principal Analyst, Forrester

Sponsored by Rightnow

Entries For Forrester's Voice Of The Customer Awards 2010 — Wow!

Harley Manning

We just finished judging the entries for Forrester's Voice of the Customer Awards 2010. Announcing the winners will have to wait until we’re onstage at the Customer Experience Forum in New York on June 29. But there is something I want to announce right now: I am really impressed by the entries! :-)

Because I was also a judge last year, I couldn’t help but notice some big changes from last year. Here they are in no particular order:

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Trends In Customer Experience

Paul Hagen

I’m moderating the “Trends in Customer Experience” panel at the upcoming “Customer Experience Forum” in New York on June 29th and 30th… and couldn’t be more excited.  In preparation for the event, I’ve been talking with my panelists, who include: Kathleen Cattrall, Vice President of Branded Customer Experience for Time Warner Cable; Neff Hudson, Assistant Vice President of Member Experience at USAA; and Janice Brown, Manager of Channel Strategy and Orchestration at FedEx. Among others, here are three reasons to come see this session:

  • Building an organization-wide customer experience movement. Kathleen is a powerhouse who describes her work in terms of a grassroots revolution. She credits, in part, Time Warner Cable’s 14-point CxPi jump this past year to her success at making customer experience the key agenda item for a 3-day set of sessions with 400 senior leaders company-wide.
     
  • Orchestrating cross-channel strategy. Janice devotes her waking hours to orchestrating customer experience across channels, which makes her a treasure trove of ideas about getting buy-in from a diverse group of leaders company-wide.
     
  • Integrating marketing, sales, and service. Customer experience veteran Neff Hudson focuses on this integration, ensuring quality across all customer touchpoints, including social media, call center, IVR, Web, mobile, and face-to-face. He has great perspective on bringing the customer voice into new product design, which includes USAA’s launch of Deposit@Mobile, a mobile app that lets members deposit checks using the camera in their smartphone.

Returning To Forrester

Paul Hagen

I’m delighted to return to Forrester and its Customer Experience team after eight years of running my own business and technology strategy consulting practice.  

I’m returning to the same group in which I worked before with Harley Manning and his team. It was in that group that I helped develop and implement Forrester’s Web Site Usability methodology, wrote reports like “Must Search Stink?” and “Smart Personalization,” promoted the use of customer data intelligence and CRM systems to drive proactive interactions that I called “Tier Zero Customer Service,” and reported on the uses of early community-based tools for customer service (today it's "social CRM").

A frequent question that I've been asked in the scores of phone calls over the past several weeks since my return has been: What are you going to cover? The short term answer is primarily four topic areas: 

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CEO As Chief Customer Officer

Harley Manning

In preparation for our upcoming Customer Experience Forum in New York at the end of June, I’ve been having phone discussions with our speakers and their people. Yesterday Robinette Dixon from Sprint pointed out something I hadn’t quite realized. Two of the companies that are speaking have a lot in common despite the fact that they could hardly be in more different industries.

First there’s Sprint. Dan Hesse took over as CEO of Sprint, which is headquartered in Kansas, in December of 2007.  He immediately made customer experience a priority and set out to ingrain customer experience into the company’s culture and processes. You can see evidence of the results in the 15 percentage point rise Sprint made this year in our Customer Experience Index.

Then there’s H&R Block. Our Day Two speaker, Sabrina Wiewel, is Chief Tax Network Officer at that company, which is also based in Kansas. But the bigger coincidence (no, this isn’t a post about Kansas) is that H&R Block also got a new CEO recently: Russ Smyth, who took over in August of 2008. Like Hesse, Smyth made customer experience a priority. Among other changes he literally flipped the corporate org chart upside down to put customers at the top, and re-engineered how the field offices interact with customers.

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US Consumers Aren't Satisfied With Web-Store Shopping

Adele Sage

Forrester surveyed US consumers about their satisfaction with Web-to-store and store-to-Web transitions in three retail segments — apparel/accessories/footwear, consumer electronics, and wireless phones and service.

The results: Satisfaction with both Web-to-store and store-to-Web shopping is low.

  • Consumer electronics: 66% satisfied with Web-to-store shopping, and 55% satisfied with store-to-Web shopping.
  • Apparel/footwear/accessories: 60% satisfied with Web-to-store shopping, and 53% satisfied with store-to-Web shopping.
  • Wireless products and services: 54% satisfied with Web-to-store shopping, and 48% satisfied with store-to-Web shopping.

Some of our other findings:

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What Makes A Centralized Customer Experience Team Successful?

Megan Burns

Last week I met with a group in charge of driving improvements to the company’s enterprise customer experience. They’re a small team with a big task – make the company culture more customer-centric. What makes the challenge even harder is that this team lacks the formal authority to force other organizations to change the way they do business. Instead they have to make people want to do things differently.

During the meeting they asked a question that I often hear from clients – what have other people like us done that has worked?  I had just completed a new report on that topic and was able to share some of the key findings from that research. Here’s a quick summary of what I told them:

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What Should Customer Experience Professionals Do About HTML5?

Ronald Rogowski

The increasing popularity of Apple’s iPhone and iPad – neither of which supports Adobe Flash and Microsoft Silverlight – has piqued interest in HTML5 as an open source solution for creating Rich Internet Applications (RIAs).  Steve Jobs’ recent attack on Flash as being unfit for the iPhone calls into question the long-term value of player-based application platforms. But can HTML5 really replace Flash and Silverlight? 

To understand the user experience pros and cons of HTML5, Rich Gans – one of our Researchers serving customer experience professionals – talked to designers and developers at Cynergy Systems, EffectiveUI, Roundarch, and Yahoo! who are building complex online functionality. We have just published the results of this research in a report entitled “HTML 5: Is There Any Truth To The Hype?”

The truth is that while HTML5 is promising and can help improve experiences for text-based content, it is not yet a viable alternative to player-based technologies for designing rich, highly functional user experiences. 

The downside to using HTML5 today is that it:

  • Could lead to inconsistent experiences across today’s browsers
  • Will require that users download a browser that supports the technology
  • Compromises performance for graphics-heavy experiences

 

 However, there are a few places where HTML5 can help improve user experiences today, including: 

  • Experiences for people with disabilities
  • Apps that are solely intended for Apple devices
  • Producing text-heavy sites that require text resizing

 

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How Good Is The Customer Experience At Canadian Bank Sites In 2010?

Ronald Rogowski

As part of a larger project that Harley Manning explained in a recent blog post, I've published a document that evaluated the customer experience at six top Canadian Bank Web sites. The premise was simple: we wanted to test how easy it is for a user who wants to find a checking account at a bank with a local branch that has weekend hours. We also wanted to know the fee structure and minimum balance requirements.

How did the sites perform? Overall, they did poorly, with no site achieving a passing score on our Web Site User Experience Review methodology. All of the bank sites we reviewed provided the necessary content and function needed to complete the goal, but none of them did so in a way that was contextual, findable, understandable, and trustworthy. Specific problems that plagued the sites included missing or misplaced content and function, inefficient task flows, and poor use of space, to name a few.

On the plus side, each of the sites provided a lesson for others to learn from. For example, while National Bank of Canada scored lowest in our evaluation, its page that sets up the application process clearly lists eligibility criteria, the information required to open an account, and a clear list of the steps in the online application process.

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US Banks And Canadian Banks Under The Web Site User Experience Review Microscope

Harley Manning

I’m quite pleased to announce that we just published two reports that grade the user experience at major US banks and major Canadian banks, respectively.  What makes these reports special is that our colleagues who serve the eBusiness role published their own complementary reports on the same day. You can see their US report here and their Canadian report here.

Here’s some background: For several years Forrester has published annual reports that ranked public-facing bank sites from the perspective of an eBusiness professional. This year our customer experience research team collaborated with our eBusiness research team to create our own grading reports tailored to the unique needs of customer experience professionals. The result is a stereoscopic view of 12 banks (six in each country) from the different perspectives of two professional roles that work closely together in real life.

The reports from the customer experience team dive deep into user experience issues. They grade how well customers can accomplish their goals on bank sites. The reports from the eBusiness team summarize some of these findings and add in a competitive benchmark of bank content and functionality.

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