Why CMOs Must Learn To Understand The Customer Experience Ecosystem

Kerry Bodine

Companies are waking up to the business value of customer experience. Many have made customer experience a strategic priority and have dedicated teams to oversee customer experience efforts. Yet consumers report that their customer experiences with roughly two-thirds of US brands range from just OK to downright bad. Lackluster interactions plague every industry and every channel.

The root cause of this dilemma? Tunnel vision.

Many organizations place too much emphasis on top-of-mind channels such as the Web and social media, ignoring hundreds of touchpoints that influence customers' perceptions of the brand — such as call-center conversations, retail displays, product packaging, shipping invoices, and physical receipts. In addition, companies place too much of the responsibility for customer service on frontline employees — but in reality, behind-the-scenes employees from departments as diverse as finance, legal, and marketing can play an equal or even greater role in determining the nature of customer interactions.

Take Sprint's marketing department as an example. Because this behind-the-scenes team did not promote the benefits of Sprint's network in its ads — and competitors' marketing departments did — customers perceived the Sprint network to be lagging, regardless of the actual network performance they experienced.

To find out how CMOs can help their teams take an honest look at how they influence each touchpoint along the customer journey, please hop over to Advertising Age for the full post.

Is Your eBusiness Prepared For The Arrival Of .Brand Domains?

Peter Sheldon

A fundamental transformation of the way brands and consumers connect on the Internet is amid us. Icann, the authority responsible for Internet domains, has approved a plan to expand the 22 currently available domains (.com, .net, etc.) to allow trusted brands and organizations to apply to own and operate their own gTLDs (generic top-level domains). In just a few years, new brand gTLDs will impact the way consumers search for and find products online as recognized brands switch away from .com to their own .brand top-level domains. URL paths used today for categories, products, and marketing campaign landing pages (e.g., www.apple.com/iphone) will be replaced by new shorter, catchier URLs (e.g., iphone.apple).
 
eBusiness professionals must carefully evaluate this change and start the process of mapping out how owning their .brand domain will impact their eCommerce sites. I recommend that Forrester clients read our latest research report written by my colleague Jeff Ernst and myself, .Brand And The Impact For eBusiness, which outlines the reasons why eBusiness leaders and their marketing counterparts must carefully evaluate the significant opportunity that owning gTLDs for the their brand or brands presents.
 
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Hubspot Gives Analytics Its Due With Performable Acquisition

Joe Stanhope

Change is the only constant. This truism is one of the reasons why web intelligence is so much fun to cover at Forrester Research. Web analytics, site optimization, mobile measurement, and the online marketing suite are constantly evolving, which is not only fascinating but will - one would hope - lead to increasingly productive and relevant marketing. 

The market moved again yesterday, as Hubspot announced the acquisition of Performable. You can read the official Hubspot announcement here and the matching Performable announcement here. I had the opportunity this morning to speak with Hubspot's Kirsten Knipp to learn more about the transaction. The terms of the transaction are undisclosed, but clearly Hubspot is feeling empowered in the wake of their recent funding round. The entire Performable team is staying on board, and it appears to be a very collegial meeting of the minds; Performable CEO David Cancel and Hubspot CTO Dharmesh Shah have known one another for several years. 

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Mobile Commerce, There's An App For That

Peter Sheldon

Mobile apps are undoubtedly cool, and executives at leading online retailers have been mandating a presence of their brand in the Apple and Android app stores, but eBusiness professionals must focus on building a cohesive mobile strategy that clearly identifies the case and role for apps within their organizations. Apps are great ways to engage with your customers, but will they deliver incremental revenue above and beyond what the mobile Web is already doing? In her recent mobile commerce forecast, Sucharita Mulpuru explains that mobile commerce is set to transform retail, despite only accounting for 2% of online web sales today. In my new report The State Of Mobile Commerce Apps, I peel back the covers on the hype and take a serious look at why, when, and how eBusiness professionals should approach their mobile app strategy. Some of the issues I explore include:

  • The mobile web versus app debate. The debate is irrelevant, consumers are using both in equal measures; however, developing an app for apps' sake is missing the point and will only disappoint your customers. eBusiness professionals must develop unique app experiences that deliver multichannel innovations and raise the engagement of the consumer with your brand.
  • Keeping up with the explosion of consumer touchpoints. Having an iPhone app was the priority back in 2010, but in 2011 many eBusinesses are adding Android, iPad, and Windows Phone 7 apps. The opportunity for apps also extends beyond the consumer. Retailers are investing in apps for store associates empowered with mobile devices, in-store kiosks, and interactive TV.
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The Data Digest: Urban China’s Mobile Internet Use Is Double That Of The US

Reineke Reitsma

While it is no news that China leads the world’s online population, hitting 477 million users as of March 2011, it is interesting to look at the uptake of mobile Internet in urban China and see how that compares with other regions. Forrester’s Technographics® data shows that urban China is chasing Japan closely, with 43% of mobile phone users reporting they access the mobile Internet at least monthly. This number doubles that of the US (although the US number represents all Americans, rural and urban), which ranked as the third market in this study. While my gut feeling tells me that urban China’s mobile Internet adoption is comparable to that of the developed markets, this result is still striking because the smartphone market in China did not kick off officially until the end of 2009.

Just last month, China Mobile, the dominant mobile service provider with 60% national market share, announced its plan to lower rates for both calls and data plans by an average of at least 15%. And on Monday, China Daily reported that the number of China’s microbloggers was forecast to reach 100 million this year and will increase to 253 million by 2013.*

The booming popularity of microblogging in China, coupled with the fact that mobile Internet is becoming more affordable, means that urban Chinese will not forgo the convenience that mobile Internet provides. We know another wave of growth is approaching. It is just the matter of how high the wave can reach.

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Identifying Your Online Marketing Suite Requirements

Joe Stanhope

The online marketing suite has been a major focus of my writing and speaking engagements in 2011. I'm thankful to have had the opportunity to dive into this exciting and important topic from a variety of angles. Since my first blog post on this topic in February, we have published The Road To The Online Marketing Suite to define a development road map and maturity model for the online marketing suite and How The Online Marketing Suite Affects the Marketing Technology Playbook to look at the long-term implications of the online marketing suite on the marketing ecosystem.

In the wake of these reports, we found that the online marketing suite resonates strongly with Forrester's clients. Organizations definitely have an appetite for a framework to coordinate the content, execution, and analytics that comprise interactive marketing. But time and time again in client meetings, inquiry calls, and at events I've heard the same set of questions: What technologies, skills, and processes does my company need? Which approach should my company take to the online marketing suite? Where should my company start on its online marketing suite journey? 

These are topics we will continue to explore, and to get started we published How To Identify Online Marketing Suite Requirements this week. This research provides a needs assessment framework designed to help organizations craft their strategy for implementing the online marketing suite.

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Mobile Insurance Seeding New (And Surprising) Business Alliances

Ellen Carney

In the interviews we just wrapped up with insurance thought leaders, one thing’s certain: Mobile is going to play a BIG role in the future of insurance. Alongside another topic (about which you’ll hear more later), mobile, and its role in enabling policyholders along with underwriters, agents, commercial underwriters, and the claim supply chain, animated virtually every conversation we had. One area in particular — mobile partnerships — spurred some great discussion on the outlook for new mobile products and collaborations that might be in the offing.

Alongside Tokio Marine’s intriguing mobile one-time insurance for sporting events and travel, we uncovered a unique life insurance purchasing model in South Africa. What was it that caught our attention? Econet Wireless and First Mutual Life in South Africa have teamed up to produce Ecolife, a life insurance product purchased by prepaid subscribers using mobile airtime. The customer only has to purchase US$3 to receive coverage, and the amount of coverage increases with every additional dollar (up to $10,000 coverage). First Mutual Life’s attempt to reach the sizable population of South Africans without a traditional bank account has seen rampant successthus far.

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Online Video Retail Success Stories

Martin Gill

Increase your conversion rates overnight!

Really?

That’s amazing. How can I get a piece of that pie? 

Call it what you will -- V-Tail, vCommerce, or just plain online video -- we are seeing some pretty bold claims around the use of video in eCommerce. Claims from platform vendors, press, and even some case studies and success stories from large retailers who are seeing some significant successes when they integrate video content into the online shopping experience.

But there’s the key. Integrate. Of course it isn’t as simple as sticking a few videos on your existing dot-com site and hey presto, conversion rates skyrocket. Video needs to support the sales process in a way that makes sense to your customers, that supports your brand values, and that enhances the shopping experience.

There are a growing number of ways to source video content, and an increasing number of players in the market who will all tell you that they have the answer. From user-generated content to automatically generated video. From content delivery networks to social media. There are a bewildering number of options out there.

Video absolutely can deliver firm benefits :

  • It can increase page views by driving traffic to your site.
  • It can enhance the time people spend lingering on your site, giving you more opportunity to market to them.
  • It can help to increase conversion.
  • It can reduce your returns.
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What Amazon Should Do With Its Kindle iPad App

James McQuivey

 

This week, the iPad app world is frantically sorting through some recent changes in its environment. Last Monday, Apple quietly altered its app approval policies in a way that will make publishers much happier. Specifically, Apple has relaxed control over whether apps can access content paid for outside of the App Store’s purchase APIs. The company has also allowed publishers to price however they want, both outside and inside of the app.

In the same week, FT.com released a subscription-based HTML5 web app intended for iPad users that bypasses Apple entirely, giving the publisher its own path to market that does not depend on or enrich Apple directly. The coincidence of these two events is not lost on most of us industry observers and is the topic of a Forrester report issued by my colleague Nick Thomas last Friday. In it, Nick explains why the FT’s move is probably the first of many such moves by the most recognized publishers, even with Apple’s newly announced policy reversal.

But while publishers figure out their next steps for their content apps, there’s one app that no one is talking about but I believe everyone should have their eye on. It’s the Amazon Kindle app. This app violates even Apple’s revised policies and will soon face a day of reckoning when Apple's June 30th deadline for compliance comes up. 

I don’t claim to know Amazon's plans, but I will claim to tell Amazon what it should do:

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How Are You Using Social Marketing Management Tools?

Melissa Parrish

Back in April I published a report called Take Control of Your Social Marketing, which looks at the emerging market of social marketing management tools.  In it, I identified three groups of these tools: the social publishing platforms, the social promotion builders, and the platforms that focus on both. 

In the two brief months since that report came out, the volume of questions I get about the topic has skyrocketed.  I can’t say this is surprising, as our own research is showing that many marketers are reaching a level of social marketing maturity at which tools like these can greatly increase the efficiency and success of their programs. There’s also been a lot of press coverage of the moves, changes, and announcements coming out of the vendors in this space, which has undoubtedly raised the profiles of these companies with marketers. 

  • In January, Vitrue, a company that falls into the “concentrating on both” category and which wasn’t able to participate in the original report, announced the closing of a $17 million series C financing round.
  • In February, Syncapse Corp.  made its own financing announcement -- an investment commitment of $25 million.
  • In March, SocialWare announced a partnership with LinkedIn that brings its regulatory compliance expertise and tools to the professionals’ social network.
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