Attention Tech Vendors: You Can’t Sell A Box Of Customer Experience Management

Megan Burns

(This post was co-authored by Megan Burns and Andrew McInnes so appears on both of their personal blogs.)

Customer experience management (CEM) has become a marketing buzzword for technology vendors as of late. While this isn’t surprising given the current energy around customer experience in general, it is a problem. Here’s why:

  • Customer experience management is a discipline, not a technology. To truly manage customers’ experiences, an organization must understand its customers’ needs, how it intends to meet those needs, and how it is currently performing. It must also have people, processes, and tools in place to use that insight in order to design and deliver the right experiences and continuously improve them over time. Vendors that currently claim the CEM name (Adobe, Medallia, RightNow, Tealeaf, and others) help clients with various aspects of the management process like experience insight and delivery. But they can’t replace the overall discipline and activities required for a company to get customer experience right.
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European Marketing Automation Vendors: Do A Good Job But Don’t Forget To Market

Peter O'Neill

As one of Forrester’s European-based analysts, Peter O'Neill here, I like to show a little continental patriotism every now and then. I work on a worldwide basis, but it is always great fun to discover a European startup, or even established vendor, and help it out into the big wide world. I actually did this in the early 1980s in a previous work-episode – any of you know of SAP? Now to put myself into perspective e, I also championed the cause of Intershop and Softlab in those years, which were not that successful, so I am not claiming any credit for SAP’s prominence.

So I am always watching out for news about the European IT industry, and I was initially tempted to tweet or retweet a recent report by the German VC firm Earlybird that argues that although the European venture industry is a quarter of the size of the US market, proportionally speaking, it is outperforming the US VC industry in returns. But I found that I didn’t understand it well enough to attach my name so I left it untouched. The report is actually quite controversial as it twists statistics around this way and that so that it remains ambiguous at best. TechCrunch has now had a real go at it, calling it “nothing more than wishful thinking” !

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Acquisio Supports Agencies With Paid Search Technology

Shar VanBoskirk

In January we published a spate of research around automation tools specific to the search marketing space. See "Automation Helps Marketers Scale Organic Search" and "The New Paid Search Automation Landscape."  Our audience for these reports is the enterprise marketer.  So we represented here tools that sell directly to marketers. But, of course, there are vendors who service marketers indirectly -- by selling agency-enabling technologies instead.

One such vendor, Canadian-based Acquisio sent me some case studies recently about the efficiencies it brings agencies. Like the vendors we featured in our report (e.g., Adobe Search Center, Marin Software, Kenshoo, Efficient Frontier), Acquisio provides bid optimization, campaign management, and reporting.  But Acquisio's sweet spot is providing these services for agencies that might manage high volumes of keyword groups across several search engines for multiple clients. One agency grew its client base by 50% without adding any new headcount by using Acquisio to support campaign workflow, bids, and reporting.

The takeaway here for agency readers is that there are considerable firms outside of the set we profiled in our published research that might provide particular value for you.

Navigating The Maze Of Mobile Commerce Solutions

Peter Sheldon

Have you been sitting on the mobile commerce fence? Ready to make the jump? Good for you, but you may not be prepared for the maze of solutions and vendors at hand to help you implement your mCommerce strategy. The number of vendors and diversity of solutions in the market is quite staggering, and the search for the right solution may feel like shopping in a busy Moroccan market, with an overwhelming choice of wares and vendors bargaining hard for your dollars. Leaving with the right purchase is a daunting task.

However, before you rush into evaluating solutions and signing contracts, eBusiness professionals must take a step back and look at the different implementation paths open to them for mobile commerce. These are:

  1. Using technology from your existing eCommerce platform vendor.
  2. Outsourcing to your interactive agency or systems integration firm.
  3. Building it all in-house.
  4. Leveraging a mobile commerce point solution.

In my latest report, a market overview of mobile commerce solutions for retail, I look at 14 established mobile commerce point solutions that have particular strengths and a proven record of accomplishment in the retail sector. These vendors between them empower the mobile commerce sites and apps for an exhaustive list of who’s who in US and European retail. The report focuses on the respective strengths of the solutions with respect to the needs of retailers. The vendors we looked at were:

  • Branding Brand
  • Digby
  • Endeca Technologies
  • Global Bay Mobile Technologies
  • Kony Solutions
  • Moovweb
  • Netbiscuits
  • No Need 4 Mirrors
  • Sevenval
  • Siteminis
  • Skava
  • Unbound Commerce
  • Usablenet
  • Worklight
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New Report: "What Are The Right Web Customer Experience Success Metrics?"

Megan Burns

For the past five years, I’ve been leading Forrester’s research on measuring customer experience. With the recent explosion of interest in customer experience overall and the perennial popularity of metrics as a topic within that space, we’ve decided to expand the team that covers it.

I’ll continue to write reports about general measurement best practices and how to apply them in an enterprise-level experience measurement program. My colleague Adele Sage is adding to that body of work by exploring how the latest experience measurement theory applies in digital channels like Web, mobile, tablets, and whatever new channel they dream up next. And in fact, she just published her first two reports in this research stream:

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Keep Up With The Pace Of Change By Innovating The Adjacent Possible

James McQuivey

We live in a world punctuated by big innovations. From fire and the wheel down to the light bulb and the iPad, we mark the march of history by the steady beat of transformative innovations. Except that steady beat is no longer so steady. The rate at which these life-altering innovations are coming to market is accelerating so quickly that it's no longer sufficient to invoke even Moore's Law to explain them.

Not only are new things being introduced more swiftly than before but consumers are adopting them more rapidly than before. I make my living studying early adopters, but recently I've had to throw many hard-earned lessons out the window. Because in a world where Microsoft sold 8 million Kinect cameras for the Xbox 360 in just two months, traditional definitions of "early adopter" became irrelevant after about week two. 

This is both exciting and maddening. We've spent that last several years watching the acceleration of innovation to figure out what is making this rate of innovation possible and we've discovered that innovating at this pace is tricky, but doable, with the right approach.

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Ever Buy Your Cornflakes Online? If You Live In The UK You Might.

Martin Gill

Following my blog post from a couple of weeks ago where I wrote about the need to take a local approach in Europe, I’d like to take a few minutes to say something about the first of our country-specific reports.

It was natural to start with the UK Online Retail Overview, 2011, for two reasons. The first is that I live in the UK, so it’s the market and retail environment that I’m most familiar with, but secondly and more importantly, it’s the largest online market in Europe. Based on the figures in our European Online Retail Forecast, the UK online retail market will be worth £28.6 billion in 2011; this represents 9.4% of the overall national retail market, almost double the online penetration of any other European country.

So there are some big numbers but also some interesting trends to examine.

The UK market is increasingly dominated by multichannel retailers. While there are a range of notable online pure play success stories (Amazon.com, Asos, Net a Porter, and Play, to name a few), we are seeing an increasing level of sophistication in how the major high-street retailers are integrating their on- and offline properties. Initiatives like Click and Collect are now commonplace, and the pace of innovation isn’t slowing, with new initiatives such as Argos’ 90 minute Shutl delivery service being a prime example. So there are plenty of examples here to be inspired by.

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The Surprising Challenge Of CI

Rob Brosnan

Hello, everyone. As a new analyst on Forrester's Customer Intelligence team, I'm taking over coverage of enterprise marketing platforms. I'll range everywhere from cross-channel campaign management to interaction management to analytics and optimization tools. 

I'm thrilled to join Forrester. We live in a time of extraordinary change in the way we conduct marketing. Businesses succeed and fail on how they bring the Customer Intelligence role to bear. I have the enviable task of following Suresh Vittal — who's since taken over the leadership of the CI role — as well as Dave Frankland, Zach Hofer-Shall, Fatemeh Khatibloo, Srividya Sridharan, and Joe Stanhope. As an aside, if we meet up, be sure to ask me the story of how Joe lured me to Forrester.
 
Extraordinary times imply that extraordinary challenges lurk underneath. CI professionals face the test of integrating data into a holistic view of customers. Recently in my report "CI Teams: Blocking and Tackling Is Not Enough," I dug into why data integration is such an omnipresent issue. As you might expect, a number of factors -- the explosion of touch points, the staggering amounts of data generated, budget, and skills -- contribute to the problem.
 
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How US Cellular Socializes Its Customer Experience Ecosystem

Kerry Bodine

To get a grip on your customer experience ecosystem, you need to map it, co-create it, and socialize it.

In a previous post, I talked about how Fidelity Investments co-creates its customer experience ecosystem. Through co-creation exercises and workshops, you can engage a fairly large number of internal employees, external partners, and customers in the design of your company’s customer experience. But for most large companies, this group will still only represent a small fraction of the people in your entire ecosystem.

That’s why you also need to socialize the ecosystem. You need to help every single employee and every single partner — especially those in behind-the-scenes roles — understand how their actions and decisions affect the customer experience.

US Cellular spends a lot of time doing just that. US Cellular certainly isn’t the biggest wireless service provider in the US, but it consistently receives industry recognition for providing a great customer experience.

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Mobile Location Becomes Invisible

Thomas Husson

Maps and navigation are not yet mainstream, but they are more useful as product features anyway. This means that location is no longer a service like maps or navigation but is increasingly an enabler of new product experiences.

  • Location and maps are increasingly becoming features of new mobile products and services.
  • Location will happen automatically, behind the scenes. Adjustments will be invisible from a user perspective (think about the automatic weather update on your home screen widget).
  • Relevancy of local data will improve quickly. The era of basic point of interest (POI) information is over. Enriching addresses with more accurate information on opening hours, real-time data (traffic information, promotions, etc.), product/brand data, dynamic data (consumer reviews, inventory information) will deliver greater consumer benefits.
  • New algorithms will bridge the physical and digital worlds. Coupling more accurate local data with user context and other sources of information will foster the development of crowdsourcing and predictive analysis (e.g., predicting traffic congestion or air quality monitoring). Moving forward, these new algorithms will have far-reaching consequences well beyond mobile.
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