It’s time for police departments to start measuring the customer experience

Rick Parrish

In response to recent tragedies, many commentators have suggested requiring every police officer to wear a video camera and microphone at all times. Some activists even suggest that these videos be publicly live-streamed for maximum accountability. That’s not necessarily a bad idea, despite some technical, budgetary, and legal hurdles.

Other commentators have pointed out that videos aren’t as objective as people think. They are open to interpretation, and risk inflaming opinions on both sides without solving anything. But that’s not the biggest problem with videos. Their biggest weakness is this:

Videos can’t provide the systematic, standardized, quantifiable feedback that we need to understand people’s own perspectives on their everyday experiences with the police.

That’s why police departments should start acting more like the best companies, and measure their customers’ experiences. There are several key tools for doing this, and one of the most important is a customer experience survey. We all get these surveys – they ask about how well the company met our needs, how easy it was to work with, how we felt during the process, how likely we are to say positive things about it, etc.

Retailers use these surveys, as do investment firms, hotels, nonprofits, and every other organization that wants to understand what its customers think and feel, and uncover the drivers of great experiences. If we can easily rate the people who deliver food, sell cars, and hook up TVs, why can’t we do the same for the people who carry guns, write tickets, and make arrests?

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Merchants Will Decide The Fate of Apple's Mobile Wallet

Denée Carrington

The frenzy over Apple’s formal launch into the digital wallet space has reached a fever pitch. There is no shortage of speculation around the widely anticipated “iWallet” – and for good reason. Apple has a slew of compelling assets to leverage for its wallet, like an existing consumer base with roughly 800M cards on file, Passbook, iTouch, iBeacon, and more. It also has a unique track-record of entering existing categories with elegantly designed solutions that redefine, then dominate -at least for a time. However, we can’t ignore the fact that the mobile wallet graveyard is littered with elegantly designed solutions that failed to take off. Case in point: Square Wallet.. 

When it comes to digital wallets “…build it and they will come…” simply does not hold true. The challenges of Google Wallet and Visa’s V.me are two more familiar examples. To be clear - I do expect that over time Apple’s mobile wallet will have greater success than Square Wallet, Google Wallet, or V.me.  But an elegant user experience won’t be enough to do it. Merchants will determine whether Apple’s mobile wallet lives or dies.

Digital Wallets Require Scale, And Merchants Control The Levers At Checkout

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Forrester Predicts The Future Of Retail Store Technology

Lily Varon

What lies ahead for the retail store? Yesterday, Forrester published a report that predicts the answers to key questions about the future of the retail store: Which digital technologies currently on the periphery of the store environment will make the leap to the sales floor? How will retailers know which technologies have potential and which will remain gimmicks?

In the report, we outline the utility and predicted chronology of several technologies, including:

  • Proximity technologies. Retailers will know when and where an associate is needed, by whom, and for what purpose.
  • Wearable technologies. Associates will access the relevant data to provide optimum customer service with minimum intrusion.
  • Facial scanning technologies. Retailers will know their in-store customers’ histories, preferences, intentions, and needs and will cater the store experience to them.
  • Smart countertops. Retailers will embrace consumers’ propensity to do product research while shopping in-store and enhance the utility and experience at the same time.
  • 3D printing. Retailers will make the inventory they need on-site or once it’s been purchased.

For more on Forrester’s take on the usefulness of these and other technologies, and to see our predictions of when we’ll see them enter the retail store, see the report (client access required).

Which technologies do you think will realistically make it into retail stores of the future?

I look forward to your thoughts. 

Lily

Alibaba Beyond eCommerce: Understanding The World’s Biggest Digital Ecosystem

Vanessa Zeng

Following Alibaba’s announcement that it will list on the New York Stock Exchange, global eBusiness professionals are paying closer attention to the Chinese Internet giant, wondering what impact it will have on their business. For those who need to get up to speed on the company, here is a preview of Forrester’s upcoming report on Alibaba, which summarizes its development history, revenue streams, business expansion, and the impact it will have on digital services business value chain:

  • Alibaba draws its revenue streams from the ecosystem around its eCommerce platform. According to Alibaba Group’s F-1 filling, the main businesses for the Alibaba Group include B2B (168.com and alibaba.com), C2C (Taobao.com), B2C (Tmall.com, Juhuasuan.com and AliExpress.com), and digital services. Alibaba's revised filing from August 2014 indicates that it handled more than RMB 1.8 trillion (about $296 billion) of transactions for 279 million active users across its three Chinese online marketplaces in 2013. Over the past 15 years, Alibaba has built an ecosystem of buyers, sellers, third-party service providers, and strategic alliance partners around its platform. By leveraging buyer and seller data from this ecosystem, Alibaba has created a data analytics product that gives a complete view of a customer at any phase of their purchase journey, resulting in a very successful marketing and commerce business that generates significant revenues.
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Reports Of The Death Of Brand Are Exaggerated

Tracy Stokes
Earlier this year, The New Yorker published an article entitled "Twilight of the Brands," which posited that due to the abundance of information now available to consumers, brands are irrelevant. For all the die-hard brand marketers out there  myself included — it felt like a blow to the chest. But the analysis is flawed and the conclusion is erroneous because the abundance of information now available to consumers makes brands more — not less — relevant. Brands have always been a shortcut to decision-making, and in a world where consumers are increasingly overwhelmed with information, that role becomes even more important. But what has changed is the art and science of brand building. In the age of the customer, we see that:
  • Brand communications have shifted from controlled to chaotic. In the pre-digital world, marketers had the luxury of being able to control most of their customers’ interactions with their brands — through ads, packaging, POS, and carefully solicited PR editorial. But in today’s post-digital era, most of consumers’ information about a brand originates from sources outside of the brand’s control, such as user-generated content, ratings and reviews, or social chatter.    
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Three Interesting Findings From Our UK Mobile Behavioral Tracking Study

Nicole Dvorak

Behavior tracking data is the new black. It is a type of big data that can help you better understand your target consumers — everything from the amount of time they spend on each social media outlet to their most popular time of day to visit shopping websites. Compared with other data sources, it allows you to capture actions at a very detailed level with precision, eliminating measurement errors by analyzing usage of what consumers do, not what they say they do.

In our recent publication, Mobile Behavioral Data: UK, we analyzed Forrester's UK Consumer Technographics® Behavioral Study, November 2013 to March 2014, and found that:

  • WhatsApp keeps UK smartphone owners engaged the longest. Forty-one percent of UK adults use the app for just over 8 hours per month (or about 2 hours per week). That is longer user engagement than for any of the other top 10 most popular apps that UK consumers use on their smartphone; this includes Facebook, the most popular app, which keeps smartphone users engaged for a little over 90 minutes per week. 
  • Young UK smartphone owners are most likely to use finance/banking apps. More than half of 18- to 24-year-old UK smartphone owners use finance/banking apps, like the Lloyds Bank app and the NatWest app. These youngsters show the highest adoption of finance/banking apps in the UK, and rates decline with age; about 40% of 25- to 44-year-olds and 34% of 45- to 54-year-olds use finance/banking apps.
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What To Expect From Berlin's IFA And From Apple's Upcoming Announcements

Thomas Husson

Will the iPhone 6, to be announced on September 9, have NFC and a Sapphire Crystal display?

What about the new Samsung Galaxy Note 4, to be announced at Unpacked on September 3? And will the new Nokia Lumia 730 (a.k.a Superman), to be announced on September 4have a 5-Megapixel rear-facing camera?  

This week's scheduled launch events from Samsung, Sony, Microsoft, Motorola, LG, and Apple will cause lots of comparison about device features – with about 15 new devices to be launched along the IFA show in Berlin.

It simply does not matter.

Forrester made the call that competition shifted from devices to ecosystems about two years ago. New devices are simply vehicles for increasing the value of the entire digital relationship across a rich digital platform.

As my colleague Frank Gillett puts it, “Samsung's challenge is to establish an enduring relationship with customers, rather than being an interchangeable Android device maker – and it will take more than a new Galaxy Note to do that.”

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The Data Digest: Knowledge Is In The Eye Of The Beholder

Anjali Lai

Language is evolving; the written word is giving way to visual vocabulary.

Interpersonal communications are shifting from being text-based to image-based, and you don't have to look far for the evidence: We spell using the Emoji alphabet; we comment with photographs; we engage through pictures.

Therefore, it’s no surprise that consumer adoption of visual social networks is growing and that social chatter is becoming increasingly pictorial. Forrester's Consumer Technographics® data shows that US online consumers across generations are interacting with content on Instagram and Pinterest more than before:

 

 

As consumers become increasingly versed in the language of visual content, curated images become a powerful means of expressing opinions, conveying emotion, and recounting experiences. As a result, pure text analytics no longer suffice to interpret social chatter; instead, insights professionals have an opportunity to mine the wealth of media-rich data that increasingly pervades social networking sites.

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Content Distribution Is A Hot Mess Right Now

Ryan Skinner

[UPDATE 4 Sept: I have updated this post to the original draft, which includes specific and strong recommendations to publishers and marketers. They had been redacted, but a colleague asked "What would you DO about this?" so I saw fit to reinclude them. These are my answers; there are no easy solutions, but these are a step towards guidelines. Updates at the end of the piece, in bold.]

Publishers Are Engaged In Self-Harm, With Marketers As An Accessory

You remember when the email spam problem maxed out almost a decade ago? Or when content farms threatened to turn Google search results into useless piles of keyword-slurry? Or peak belly fat?

There should be a word for the moments when the mechanisms that aim to keep our electronic information corridors running well fail.

It’s shaping up to be one of those moments for the content distribution space (and particularly its subdiscipline native advertising, or sponsored content).

You can pity the reader who arrives at an article on many publishers’ websites today; I’m talking about you, Guardian and Forbes, but also you, New York Times and Washington Post. How is the reader to know if the article they’ve come to read is the product of a straightforward pay-to-publish play, an informal “link exchange” relationship, an “influencer” play, an independent opinion piece, or a piece of pure editorial? They can’t.

For the record: The “clear labeling” commandment is a fig leaf. By the time a reader has gotten so far through the article that they’re wondering why it keeps promoting a particular mindset, product, or opinion and started searching for cruft around the article, the trust in the information, the source, and the medium is lost.

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Aetna's CarePass Saga Presents Valuable Lessons To The Healthcare Industry

Peter Mueller

Last week, Aetna decided to decommission CarePass, its consumer data aggregation platform. It was initially much heralded; however, this development highlights some of the fundamental problems with the health plan’s early forays into this space. I have outlined these issues in my new report, “The Unfulfilled Promise of Plan-Owned Digital Health and Wellness Platforms.” The report went to publication before the CarePass development was announced, but this decision is not at all surprising and validates many of the fundamental challenges with early platforms identified in the report.

The decision to unplug CarePass underscores the fact that there are lots of hurdles for enterprises when it comes to growing digital health as a business. What’s interesting about CarePass is it actually cycled through several different business models during the course of its evolution – ultimately repositioning the business model late last year to go directly after employers. With this pivot, CarePass essentially became a “bring your own” wellness tool servicing the traditional book of health plan business. This may have been the best approach for CarePass, but it came late in the game. Insurance, as a whole, is going to change dramatically over the next three years — with exchanges, defined contribution, etc. Given the competing priorities and the struggles to gain adoption, CarePass may have been doomed before the final pivot back to the employer. However, CarePass did a lot of things right and the CarePass team should be congratulated for their forward approach to the market.

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