Are Your Reps Butchering Your Early-Stage Leads?

Lori Wizdo

Many lead-to-revenue practitioners are struggling to find the right process to manage the inbound leads (well, just traffic really) that their content marketing and thought leadership initiatives are generating. The most commonly mentioned challenge is whether or not to pass these leads to inside sales (or business development reps) to sort out the “hot leads” from the nurturing candidates. I generally recommend against using traditional inside sales reps for this because they can’t stop themselves from making late-stage offers like meetings, demos, and free trials to pre-emergent leads. These offers not only alienate buyers, they frustrate the inside sales rep, who then complains about lead quality. Here’s a wonderful example that dropped into my inbox recently.

From: Joe “BizDev” Rep
Date: Fri, Jul 17, 2015 at 2:20 PM
To: "Wizdo, Lori"  

Subject: Meeting Next Week

Lori, hi!

I was excited to see that you have signed up (or simply filled out a form) to review some of our storytelling and customer conversation marketing content. I wanted to reach out to you personally to learn if our concepts inspired more questions, and I’d greatly enjoy a dialogue about the things that matter most to you.

When would be a good time to talk next week?

To your best success,

Joe

Like most professionals, I usually just delete these emails. Sometimes, if I have a moment, I respond -- generally to let the rep know that I’m not a prospect. But I can’t always resist making a remark on some good or bad practice they’ve demonstrated.

From: Wizdo, Lori

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European Cross-Channel Retail Sales Forecast, 2015 To 2020: Measuring The Influence Of Your Digital Assets Offline

Michelle Beeson

Europe's eBusiness professionals are increasingly focused on their digital presence, and with good reason. Digital touchpoints are feeding into almost every stage of the customer life-cycle. For many retailers over half of all online traffic comes from mobile devices, like smartphones - yet, smartphone conversion rates are considerably lower. Initially this may appear as a cause for concern. But Forrester’s updated European Cross-Channel Retail Sales Forecast sheds a different light on this phenomenon by quantifying the influence of digital touchpoints, including mobile, on overall sales, both online and offline.

eBusiness leaders must consider their digital assets as part of the whole customer-lifecycle, rather than simply channel by channel. Digital touchpoints have a significant influence beyond online sales. In fact, by 2020, Forrester forecasts that digital will influence 53% of total retail sales in EU-7, or €947 billion, including a combination of online sales and offline sales influenced by online research.

Key takeaways from the updated cross-channel retail sales forecast published today include:

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The Cross-Border eCommerce Opportunity Unfolds

Zia Daniell Wigder

In last year’s global eCommerce predictions report, we wrote that in 2015, cross-border eCommerce would become "more seamless and less apparent to shoppers". We’ve started to embark on this path: Today consumers around the world have access to growing selection of products as more retailers make their offerings available to shoppers in other countries. My colleague Michelle Beeson recently documented that cross-border sales in Europe alone will reach €40 billion by 2018.

Retailers that haven’t yet started to ship cross-border—and those that have only dipped their toes in the water—now have a variety of different solution providers that can help them take their brands into new markets. Analyst Lily Varon and I just published a report that looks at the trends and leading vendors in this space with a focus on solutions targeted at US-based merchants. It’s now common to see retailers working with different partners including:

International parcel carriers. A number of retailers elect to manage their international shipping options directly with an international carrier such as UPS or FedEx. In some cases, a cross-border option is an extension of the existing relationship between the merchant and the carrier; in others, merchants will seek out a new partner specifically to help with cross-border shipments.

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Nestle Used The Four Ps To Achieve Social Intelligence

Gene Cao

Nestlé took a different approach to its Chinese social command center than it did in other countries. Nestlé China used the firm’s global digital acceleration team (DAT) framework to create a centralized social command center in its Beijing headquarters.

The four Ps — purpose, people, process, and platform — are all important to establishing a successful social intelligence capability. My recent case study, entitled "Succeed With Social Intelligence In China", shows how Nestlé localized the four Ps to establish a successful social intelligence capability in China. The company:

  • Set measureable goals for social activities. One of the major challenges that Nestlé China faced was how to use social to manage precampaign customers and how to measure the effectiveness of social marketing campaigns. When Nestlé China built its social command center, it set a detailed goal to improve precampaign customer management, including A/B testing of customer usage hypotheses, customer feedback on marketing content, and spokesperson selection satisfaction rates.
  • Hired experienced employees with both global and local social marketing experience. The person that Nestlé China chose to head its social command center was involved in the creation of Nestlé's first social command center outside of China. The company allocated dedicated resources to the platform who had a keen noise filter and could determine which actions the business should take based on the data. It developed regular training sessions for its lines of business and assigned the social expert to share social intelligence findings with the rest of the business.
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Millennial Shopping Experience Series: A Stroll Down Fifth Ave: Digital? Yes. Helpful? Not so much.

Patti Freeman Evans

Omnichannel retailing is a ubiquitous initiative among retailers today.  It's ambitious, necessary and very challenging.  Each channel reinforces the others and Adam Silverman's digital store work is great stuff advancing the thinking around how retailers are bringing new digital tech into the store environment, putting into customer and store associate hands to drive value.  He writes about it in a recent doc: The Future of the Digital Store.  And, two millennials on our team tested out some digital store experiences recently.   Here is the second in the millennials shopping experience blog series, this one by Laura Naparstek and Diana Gold.

On a recent afternoon, we took a walk down NYC’s Fifth Avenue to discover that many retailers are not always getting the in-store tech game right. This area of Manhattan is like an upscale mall where retailers experiment and test new in-store innovations; however, the technology we saw did little to reduce friction. Many retailers’ in-store tools were cosmetic—or broken.

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How To Make The Case For Customer Experience - For B2B Pros

Deanna Laufer

Are you working as a CX pro in a B2B company? And do you find it challenging to make the case for your CX program? You are not alone. In fact, many CX pros in B2B companies we spoke with struggled to get funding for their efforts: because they can't isolate the role of CX in driving financial success, they lack insight into how different clients’ experiences affect purchasing decisions, or they don't gather sufficient data about these experiences. That’s why Maxie Schmidt-Subramanian and I researched how B2B companies like Cisco Systems, Sage Software, Optum, Shell, and Tetra Pak have conquered these challenges and built a burning platform for their CX initiatives.

CX professionals managed to overcome these challenges by creating the preconditions for success. Following their lead, you should:

  • Rethink metrics and analytics to link CX to financials. CX pros need to look beyond the usual metrics like revenue or NPS to find the metrics that help link CX to business success.. For example food packaging company Tetra Pak found that a custom partnership index was a better predictor of sales and volume growth than other metrics they tested.
  • Use customer understanding tools to segment clients by role and influence. Working with internal stakeholders that cross the customer life cycle, CX pros can use qualitative research or journey mapping to understand the different roles within client accounts and the role they play in overall account health. For example, Walker Information conducts qualitative research with its client’s customers to identify the decision-makers and user.
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How To Win Funding For CX In B2B – 4 Steps To Building A Burning Platform To Spark Action

Maxie Schmidt-Subramanian

Are you working as a CX pro in a B2B company? And do you find it challenging to make the case for your CX program? You are not alone.

In fact, many CX pros in B2B companies we spoke with struggled to get funding for their efforts --because they can't isolate the role of CX in driving financial success, they lack insight into how different clients’ experiences affect purchasing decisions, or they don't gather sufficient data about these experiences.

That’s why Deanna Laufer and I researched how B2B companies like Cisco Systems, Sage Software, Optum, Shell, and Tetra Pak have conquered these challenges and built a burning platform for their CX initiatives.

CX professionals managed to overcome these challenges by creating the preconditions for success. Following their lead, you should:

  • Rethink metrics and analytics to link CX to financials. CX pros need to look beyond the usual metrics like revenue or NPS to find the metrics that help link CX to business success.. For example food packaging company Tetra Pak found that a custom partnership index was a better predictor of sales and volume growth than other metrics they tested.
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You Can't Afford to Overlook Your Customers' Emotional Experience

Megan Burns

In 2014, Forrester analyzed CX Index data to see which of the three dimensions of CX quality matters most to customer loyalty – effectiveness, ease, or emotion. We found that emotion, how an experience makes the customer feel, has a bigger influence on their loyalty to a brand than either of the other two factors. Repeating that analysis with data from the first wave of our 2015 CX Index only strengthened that conclusion. Emotion was the #1 factor in customer loyalty across 17 of the 18 industries that we studied this time around.

Unfortunately, few CX programs pay as much attention to emotional experience as they do to functional experience. That’s partly because few people understand emotions very well. Conventional wisdom says that emotions are too unpredictable to manage. We disagree. True, we can’t control customer emotions (nor should we). But we can understand and influence them in a way that makes everyone happy.  

How, exactly, do you do that? Forrester hadn’t explored that question in much depth in the past, but that’s changed. Just last week I published the first of a series of reports on the role of emotion in CX and what it means for CX professionals across the globe.

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What Do CX And The Environmental Movement Have In Common (AKA Top 10 Tactics To Rally Your Organization Around CX Metrics)?

Maxie Schmidt-Subramanian

We all share this sentiment that we want to protect our resources — our planet for generations to come — so that our children and their children can live happily ever after. It’s that warm and fuzzy feeling we get when we see a little girl holding a flower in her hand. I realize that we all share this sentiment every time the press reacts with irate reports criticizing the extent of pollution in China — or when “Reduce, Reuse, Recycle” became part of pop culture with Jack Johnson’s song of the same name (sorry if you have that song playing in your head now). Protecting the environment is the right thing to do. But how many times have you used disposable dishes or cutlery when there were other options that were just less convenient? And why do you do that? It’s easy: Life gets in the way.

As a customer experience (CX) professional, you’ll have noticed the parallels by now. You regularly try to share insights from CX measurement or the voice of the customer (VoC) program with your colleagues across the organization to tell them what important customers think about their experiences with the company and what their pain points are. Using these insights is the right thing to do. But how many times have you met polite but superficial interest? And why is that? Life gets in the way. Your colleagues are busy, don’t know why to care, or have other priorities. It’s no wonder then that 72% of CX pros we asked in our recent survey on the state of CX maturity said that their organizations have only been somewhat or not effective at all in improving customer experience.

I looked at ways that CX pros have managed to rally their organizations around CX metrics and found 10 tactics that companies like Avaya, Elsevier, Hampton Inn & Suites, Sage Software North America, and Verizon have proven to work in the real world.

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Which Banks Lead In Mobile: Forrester Benchmarks 41 Providers Around The World

Peter Wannemacher

Over the past seven years, mobile banking has gone from little more than an extension of online banking to what one digital banking executive now calls “the most important part of my job.” eBusiness and channel strategy professionals at banks are under intense pressure to differentiate by offering mobile features, content, and experiences that meet — or exceed — customers’ needs and expectations.

To help executives and digital leaders better understand where mobile banking is today — and where different banking providers stand in terms of their mobile offerings — Forrester conducts an annual mobile banking benchmark. This year, we evaluated 41 different banks from more than a dozen different countries across four continents. We recently published the findings in our 2015 Global Mobile Banking Benchmark report.

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