Cool Tools: How Emerging And Innovative Methods Can Help You Understand Your Consumer

Roxana Strohmenger

There are only three weeks left until Forrester’s Marketing Forum, and the excitement surrounding this event is growing exponentially. Our focus this year is on how companies must radically shift their marketing practices to account for the myriad of new methods and media that people use to engage with a company and its brands and products. Our goal is to help you learn how to adjust to this new digital world we call the Splinternet.

In classic Forrester style, we run our presentation tracks to cater to each of the roles we serve within the marketing and strategy organization. For the market insights (MI) professional track, my colleagues Tamara Barber and Jackie Anderson have prepared some great content, starting first with Tamara’s take on the future of the MI department and then shifting to the awesome panel of speakers Jackie has lined up on what youth research can teach us about 21st century market insights. Next up for our track, I will walk you through some cool, emerging, and innovative research methodologies that you can use to understand this new type of customer.

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The Next Generation Of Digital Financial Services

Benjamin Ensor

[With apologies to all those of you who had already read this, I'm re-publishing this as the Forrester gremlins ate my previous post.]

For the past few years, many eBusiness and channel strategy executives in financial services have had a nagging sense that today's websites would be rendered obsolete as new technologies emerged or younger consumers developed radically different behaviour patterns. We think that time if fast coming upon us. 

For the past six months we've been working on our vision of the Next Generation of Digital Financial Services, led by my colleague Alexander Hesse and inspired by the work of leading eBusiness teams worldwide. Although our vision is not an exact description of how all digital financial services will evolve, given the wide variety of markets that eBusiness executives operate in and the different strategies of their firms, we think the next generation of digital financial services will be characterized by five things:

  • Simplicity. Making it easy for customers to achieve their goals.
  • Ubiquity. Interacting with customers wherever they want.
  • Personalization. Making the entire experience relevant to individual needs.
  • Empowerment. Enabling customers to take action by themselves.
  • Reassurance. Providing human help whenever it adds value.
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Why Companies Overpromise And Underdeliver On Customer Experience: One Hypothesis

Moira Dorsey

Last weekend I used my AAdvantage miles on a plane ticket for my husband. I went to AA.com, it was easy to trade off options based on number of miles used and flight schedule. When I went to book, my name and AAdvantage number were pre-populated into the form. I changed the name and number to his but got an error: “The AAdvantage number for Passenger 1 does not match the name entered. Please verify and re-enter.”*

Problem #1: A design problem stopped me from booking the ticket myself on the site.

Problem #2: An unhelpful error message didn’t help me fix the first problem.

Without any other choice, I called for help. Before I could reach a person – or even a menu, I got this message:

“With the refreshed and redesigned AA.com it’s easy to book, explore, and plan all of your travel needs in one place because we’ve organized things better, made it more intuitive, smarter, simpler, cleaner, all to help bring your next trip closer to reality. This is the first step of more exciting changes we have planned for AA.com. Whether you are looking or booking, a better travel experience awaits with the new, easy to navigate AA.com. Book a trip now and see for yourself. To expedite your call, please have your Advantage number ready.”

Problem #3: I had to spend a full minute hearing about how American’s new site could help me — the same site that had already failed to help me.

When I finally reached an agent and explained my problem, she said: “Well, you just had to think on it harder. You needed to leave the Advantage number blank.”

Problem #4: The agent told me I’m stupid.  Who likes that?

Armed with new instructions, I tried to book the ticket. But instead I got an error message saying the site had timed out.

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Why It Matters That 1,914 People “Like” Being Able To Stream The Dark Knight on Facebook

James McQuivey

At first blush, the decision by Warner Bros to rent movies on Facebook seems a little out of place. Sure, people watch a lot of video (mostly YouTube) on Facebook, but they don't go there to watch two hour movies, right? Well, for now they don't, but with some tweaks, they could start doing so very soon.

As my colleague Nick Thomas said yesterday in his blog post about Facebook's potential as a premium content platform, the future of traditional and social media are likely to be intertwined. Most of us, myself included, have been imagining them blending in the living room, where viewers can access Facebook on any number of devices while watching a movie on the TV. But would people be interested in exactly the reverse? When I checked in on Facebook I found the first evidence that the answer is yes.

A screen capture of a the Facebook fan page for The Dark Knight

You see here that within 11 hours of being posted, 1,914 people liked the idea of watching The Dark Knight on Facebook. This is compared to the 1,433 people who have liked the App Edition of Dark Knight that was announced nearly a month ago. (Don't try this at home; for some reason, the post announcing Facebook viewing has since been removed and I can't check for more recent numbers.)

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HubSpot Investment Validates Online Marketing Suite Model For SMBs

Shar VanBoskirk

I first got to know HubSpot last summer when I was researching for the report: "Interactive Marketing Priorities For SMBs."  Born out of MIT’s Sloan School in 2006, HubSpot is an all-in-one marketing suite for small businesses. It provides blog building, content management, SEO, email marketing, lead management and social media tools, templates, and reporting for marketers at small and medium-sized companies. The model? To provide automated solutions for multiple marketing functions together in an easy-to-use system, tailored for the SMB market. Forrester loves the idea of the online marketing suite, so we think HubSpot’s approach is right-on.

Well, HubSpot just announced today that it has two new investors: Google and salesforce.com.

To me this investment signifies two things:

1)  Google wants to expand its reach into marketing budgets of small companies, many of whom currently use mostly local search. I've said before that I think Google is moving away from its core search business and into expanded media opportunities like television media. I think this investment is further evidence of Google's expanding priorities, now into the SMB market.

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Brand Experience Workshop: Learn The Tools Of Website Brand Experience Reviews (April 4th, San Francisco Marriott Marquis)

Ron Rogowski

Ever wonder why websites offer such lackluster brand experiences? Want to know how your site can help you differentiate your brand?

If you care about how your brand succeeds online and are attending Forrester’s Marketing Forum 2011, I encourage you to consider attending our Website Brand Experience Review Workshop on Monday, April 4th (the day before the forum), at the San Francisco Marriott Marquis.

During this one-day session, I will be presenting insights into the dos and don’ts of creating website experiences that effectively build brands. Attendees will learn the same methodology Forrester uses to evaluate how well sites build brands as published in reports such as “Best And Worst Of Brand Building Web Sites, 2008,” “Best And Worst Of Financial Services Brand Building Web Sites, 2009,” and "The Best Of Website Brand Experiences 2010." 

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Wake Up Call: Call Centers Hold Enormous Potential For Brands

Kerry Bodine

Call centers sit on the frontline of customer experience where they provide sales, support, and customer service functions. They’re often customers’ first — and sometimes their only — human interaction with a company.

Even with conservative estimates, it’s easy to make the case that large call centers have customer influence on par with, if not greater than, that of mass advertising campaigns. (Assuming a call center with 3,000 agents and an average of only 50 calls per agent per day, a company has the opportunity to make 1.05 million personal connections each week — and 54.6 million each year.) 

Call center interactions have the potential to build a company’s brand image, delight people so much that they recommend the brand to friends, and even generate incremental sales. 

But bad call center experiences spoil millions of daily opportunities to drive business value. 

Despite their reach and potential impact on the business, call centers go largely ignored. Instead, companies are making deeper investments in the Web and other sexy of-the-moment digital service interactions, like mobile and Social Computing. Consumers have noticed — they tell us that phone conversations with live agents just don’t stack up to online or in-store experiences. What's worse, Forrester has been tracking US consumer satisfaction with phone conversations across multiple industries since 2007 and 2008, and all but one industry saw their satisfaction rates sink during this time period. Only investment firms bucked the downward trend, and even there, the story isn’t a whole lot better: Satisfaction scores have been effectively flat since 2007.

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Mobile For Marketing: Is It A Channel Or A Device?

Melissa Parrish

Marketers often ask me what their mobile strategy should be: What are the key elements? How can they make sure it’s successful? Where should they put their money? These may sound like simple questions, but given how complex the technology and landscape are there’s a lot more involved in answering them than it may appear at first glance.

In an effort to unravel the complicated answers to these questions, I undertook some research that led me to the essential question that lurks behind marketers’ inquiries but is rarely stated:  Is “mobile” a true marketing channel that demands its own strategic expertise and focus, or is it simply a different device through which consumers come into contact with messages you've already established for other campaigns? The answer is that it’s both. 

In my latest report, "Evolving Your Mobile Marketing Presence," I talk about how marketers are working through the stages of mobile skills and strategy development in an effort to approach mobile as wisely as possible. After talking with marketers, vendors, and agencies, these are the phases I identified:

For more information about each of these phases and how marketers are tackling them, Forrester clients can access the complete report at the link above.

As I’ve mentioned before, I’m going to be focusing on mobile marketing for much of this year, so I’m very interested in hearing about your own experiences. Have you asked yourselves the device versus channel question? How are you approaching each of these phases?

Clamoring For Answers Around Your Insurance Claims Strategy? You’re Not Alone

Ellen Carney

Without a doubt, the hottest inquiry category for insurance ebusiness and channel execs (and insurance IT, for that matter) has been anything to do with claims.  And why not, since as one insurance ebiz executive we talked with pointed out, isn’t claim handling the real business of insurance?   We also saw the big interest in both customer experience and claims processing when we surveyed 75 or so US and Canadian insurers a little less than a year ago, with both appearing in the top three insurance business priorities into 2011.

The claim is the real moment of truth in the insurer-policyholder relationship, and that experience is a big factor in whether that policyholder decides to stick around when the claim gets settled.  Just what’s on the minds of insurance roles when it comes to claims this year?   For starters, here’s a sampling of claim-related inquiry topics I’ve fielded:

  • What’s the business value of claims concierge services?  (and check this out—three inquiries about claims concierge services in two days!)
  • Why do policyholders still want to file claims with their agents?
  • How is document scanning and imaging being used for claims?
  • What role is streaming video playing in claims?
  • What’s the state of mobile claims applications for field adjusters?
  • And many, many questions on the vendor landscape for claims applications, including an interesting one on  integrating legal matter management into the claims system for asbestos-related workers’ comp claims

I’m just wrapping up a report on how carriers can tame the claims beast, but in the meantime, if you’d like to learn our thinking and what else is simmering around the topic of claims, that’s just an inquiry away.

Methinks Tech Marketing Is Not Yet Ready For Sentiment Analysis

Peter O'Neill

As you’d expect from a Forrester analyst, this is Peter O'Neill by the way, I travel a lot— about 40% of my working days. But it is also amazing how a full week spent in the home office can still feel so busy! These days, social media keeps you in the discussion mainstream – perhaps even more so than if you are on the road because you have more time to engage. Bob Apollo, at the UK-based consultancy Inflexion-Point Strategy Partners, even tweeted me privately this week with the message, “And you a VP at Forrester, reading my stuff, an 'umble blogger... I'm not worthy...” after I told him that I enjoyed his tweets and found them useful. Well, even as a fully fledged analyst for tech marketers, I continue to be eager to learn from anybody else. And I do this without any fear of appearing to copy others — here in Germany, a popular government minister has now resigned because he plagiarized the majority of his doctorate dissertation years ago; bad enough itself, but he initially denied it when discovered.

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