European eCommerce Gets A Collective Voice. Can It Grow Teeth?

Martin Gill

I've written about the European Union's grand plans for eCommerce in the past. Much of what the European Commission wants to achieve is laudable and would be fantastic to see. After all, who amongst us doesn't want to see eCommerce thrive? However, recent initiatives such as the much debated "Cookie Law" suggests that the good intent is often diluted by the time directives become in-country legislation. So there is a very real risk that further plans to tinker with national laws regarding things like tax, delivery charges, and returns could wind up making the world more, not less complex.

Each country in Europe has an eCommerce industry body. The IMRG in the UK, Fevad in France, BVH in Germany. The list goes on. But the challenge with these bodies is that they are all country-specific, and as such don't really think too deeply about cross-border issues and also lack the power to effectively lobby the EC when it comes to influencing legislation.

One of the things that Europe really needs to help drive a more effective cross-border e-economy is an effective cross-border "user group." A group that can operate in the way that shop.org does in the US.

We have EMOTA, which is essentially an umbrella organization for the various industry groups, but feels a little detached from the actual retailers.

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The Data Digest: Digital Seniors

Gina Fleming

Does your brand include Seniors (those ages 65+) in its digital marketing strategy? It should. Here’s why. Forrester recently published a demographic overview of Digital Seniors, and the findings are suggestive: 60% of US Seniors are online — that’s more than 20 million online Seniors in the US.

How are US Seniors using the Internet and technology? While they trail behind younger generations when it comes to device ownership and online usage, they integrate technology into their lives in ways that are relevant for them. For example, they use it as a way to connect with family and friends — 46% of US online Seniors send and receive photos by email, and just under half have a Facebook account.

Seniors aren’t as active on the Web and are less likely to own a smartphone or tablet as younger generations, so many campaign managers don't see them as an obvious target for digital campaigns. But they do have a number of advantages compared with younger consumers, including 1) their size — there are about 21 million online Seniors in the US; 2) their income — they have far more money to spend than 18- to 24-year-olds; and 3) their brand attitudes — they are more brand-loyal, with 63% of online Seniors agreeing that when they find a brand they like, they stick to it, compared with 53% of all US online adults.

Why Customer Experience Is Critically Important To Marketing At FedEx: The SVP Of Marketing Weighs In!

Harley Manning

One of the great pleasures of working on our upcoming book, Outside In, was interviewing customer experience leaders at great brands like FedEx. I was fortunate enough to be able to talk with Laurie Tucker, SVP of corporate marketing at FedEx, to get her story. I was so impressed by the work that's going on in her group that I invited her to speak at our Customer Experience Forum in New York on June 26th to 27th (she's on the morning of June 27th).

As a prequel to some of what we'll hear from Laurie at our event, we sent her questions about the FedEx customer experience and why she sees it as a competitive advantage. Her answers appear below.

Enjoy!

Q: How would you describe the experience that you want FedEx customers to have?

A: Relationships oftentimes start with a simple handshake. For example, when you meet someone for the first time and extend your hand in greeting, you’re offering to build a relationship. In the same way, we want to offer a hand to our customers to establish a personal and meaningful connection. After all, FedEx is more than just delivering packages. We’re an innovative company that thrives on delivering solutions and programs that meet our customers’ needs and expectations.

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Impact Of Real-Time Decision-Making With Mobile

Julie Ask

I saw this article today on augmented reality. It doesn't use the phone — it uses Google Goggles, but you can imagine it as an application on a mobile phone.

The AR glasses makes the food products you see look bigger through the lenses so users eat less. [See article.] You can imagine more scenarios, though, with a mobile phone along with its processing power and contextual information about the user. If I walk in to a sandwich shop, for example, I can scan the options with my phone to find a sandwich that fits my calorie and nutritional requirements. (I spend a lot of time in airports so would love this). Certainly if I pick up a candy bar, I can read the nutritional information or calorie count.

I go back to trying to answer this question, "how does access to real-time information improve our lives — and not simply addict me to accessing information constantly like checking email or Facebook updates?" Health, wellness, and financial services among others are where I see some bigger opportunities.

Kicking Off Forrester's Search Marketing Wave(s)

Shar VanBoskirk

I’m doing it.  Waving three vendor categories at the same time.  And I can’t wait (seriously, no satire intended.)

For those of you less familiar, Forrester’s Waves are detailed analyses of technology vendor and service providers done in order to help our user clients select the best partners for them. (Please note: the keyword in the preceding sentence is detailed. A Wave typically takes 12 weeks to conduct and includes multiple inputs like product demos, client reference interviews, and written responses to an RFP-like questionnaire).

Well, over the course of the next three months, I will be waving search marketing agencies, bid management platforms, and SEO automation tools. In the past, I have evaluated only search marketing agencies as many of them provided proprietary technologies, and stand-alone technologies were still quite immature. But since Q4 2011, I’ve gotten more and more inquiries about search marketing technology players as well. And search technologies have really made some strides in the last 12 months.

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Salesforce Buys Buddy Media: Not A Shocker

Melissa Parrish

As an analyst, I make a lot of predictions about various technology offerings. Over the last year those predictions have increasingly focused on the Social Media Management Platform (SMMP) space, specifically about how I expected consolidation as demand increased from marketers, and big tech players realized the necessity and potential of these platforms. It seemed pretty obvious to me that this space would continue to heat up, especially as I fielded more and more phone calls every week from marketers vetting the players in this space. So in answer to the most common question I’ve been getting since last week: no, I’m not at all surprised that a company like Salesforce would buy Buddy Media.

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Read This Blog, Win A Prize!!!

Peter Wannemacher

It’s the latest craze sweeping the nation… No, I’m not talking about Fruit Ninja, I’m talking about gamification.

There's a reason "gamification" is the buzzword on the tip of so many tongues these days. It takes ideas and structures from games - the video kind and other types - to guide companies in their quest to affect consumer behavior. So should digital strategists at banks and financial institutions use gamification to meet their business objectives?

We’ll get to that, but for now let's start by clarifying what we're talking about. Forrester defines gamification as:

      The insertion of game dynamics and mechanics into non-game activities to drive a desired behavior.

These mechanics come in many shapes & sizes – SCVNGR, a mobile game developer, has a list of more than 40 – but here’s a quick list of four major ones:

·         Points. The most basic element of gamification, points is any type of virtual currency – or, in a few cases, IRL currency. Digital strategists at banks & credit card companies have used this tool for years in the form of rewards points. 

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A New Wave On The Horizon: Customer Engagement Agencies

Fatemeh Khatibloo

We've spent a lot of time in the past year looking at how the customer intelligence services landscape is changing. For one thing, it's a heck of a lot more chaotic: everyone from management consultants to systems integrators to KPO vendors is putting a stake in the ground of CI services. We've also seen a dramatic shift in the way some digital & direct agencies and database MSPs are thinking about their most strategic client relationships. This change has been so noticeable that, a few months ago, we actually published research that defines a new business model: The Customer Engagement Agency (CEA). 

It's no surprise that clients and vendors alike are excited about this model. These agencies help elevate customer intelligence within the client organization. They bring attention and focus to the importance of customer knowledge, and they work hard at infusing that knowledge throughout every customer touchpoint. They measure customer value, not just marketing campaigns. And they help clients use CI to answer questions about everything from product development to logistics and resource management. 

But, this is an emerging market — the players are evolving from very different backgrounds; they offer substantially different "value-added" capabilities; and many of them have proprietary methods and models that make it hard to compare apples to apples. 

That's why we've just kicked off a Customer Engagement Agency WaveTM that will publish in the fall. If you're intrigued with the idea of working with a CEA, I encourage you to:

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Observations About eCommerce In Peru

Zia Daniell Wigder

To conduct our global eBusiness research at Forrester, we rely heavily on support from our multilingual group of Research Associates and Researchers. Recently, one of our Research Associates, Lily Varon — whose family originates from Peru — spent two weeks in the country and emailed us with her take on the state of eCommerce. Given that an increasing number of our clients are eyeing the online retail markets of Latin America, I thought it would be interesting to hear Lily’s observations of what’s happening in the region’s sixth-largest economy.

“Here are a few high-level findings from my travels:

Consumer adoption of online shopping in Peru remains low. The lack of online shopping is largely due to the fact that it’s just not customary, but also due slightly to the fear of putting personal financial information on the web. Retailers are encouraging consumers to overcome these barriers by prominently displaying payment and security information on the website, as well as educational information such as FAQs, step-by-step shopping, and payment instructions or YouTube videos explaining the shopping and checkout processes.

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Q&A With David Lessing, Chief Operating Officer, Wealth Management, US, Morgan Stanley Smith Barney

Moira Dorsey

I had a chance to catch up with David Lessing, COO of wealth management at Morgan Stanley Smith Barney, in advance of his keynote next month at the Customer Experience Forum. I spoke with David about what it means to have an outside-in perspective on customer experience at Morgan Stanley Smith Barney. Here are some of his thoughts.

Q: How would you describe the experience that you want Morgan Stanley Smith Barney customers to have?

A: The most significant driver of a client’s experience with Morgan Stanley Smith Barney is that client’s financial advisor and service team. We are focused on ensuring that our firm offers clients the most talented financial advisors with access to the best tools and investment insights in the industry. Although each client has somewhat different expectations of what they’d like to receive from us, we are committed to both excellent service and deploying our expertise to help drive investment results in line with the client’s goals, something we define as “investment excellence.”

Q: How does Morgan Stanley Smith Barney’s customer experience provide a differentiated experience from direct competitors?

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