A New Era For Customer Experience In Australia? We Think So.

Tom McCann

A new era for customer experience (CX) measurement has just been launched in Australia — are you ready for it?

Forrester’s Customer Experience Index (CX Index™) report for Australian brands is now available for clients here. With the introduction of this research methodology you now have a tool that:

  • Reflects how well your brand’s customer interactions fuel the types of customer loyalty that drive revenue — retention loyalty, enrichment loyalty, and advocacy loyalty.
  • Measures how well your brand delivers on 25 industry specific drivers of CX quality, like how quickly your company resolves customers’ problems.
  • Provides a competitive benchmark of the quality of your brand’s CX compared to other brands within and across industry sectors, on a national or international level.
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Consumers Will Manage All Brand Interactions Via Their Smartphones

Thomas Husson

I spent the last couple of months interviewing marketers and vendors to understand how brands integrate push notifications and in-app messages in their marketing strategy.

Even though my research was primarily focused on mobile apps, I was convinced that there was much more at play. In fact, brands that can harness the power of contextual data to consistently deliver customer value will deliver compelling brand experiences that will build brand preference and, ultimately, loyalty.

Even with the emergence of connected objects that send notifications, smartphones will remain the primary interface in which consumers will personalize their digital experiences. Smartphones will become the hub for most interactions between a brand and its customers. In the next five to 10 years, consumers will use smartphone apps to define and control the communication environment in which brands can interact with them. In particular, we see that:

  • Mobile will become the primary touchpoint for brands to engage consumers. Mobile traffic has already overtaken desktop traffic in five major countries: Nigeria, India, South Africa, Indonesia, and Poland.No doubt this will happen across the globe in the next couple of years. B2C marketers will become smarter in engaging customers via mobile, maturing their approach and moving progressively to the holy grail of one-to-one marketing.
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How Does Your Brand Stack Up On Facebook, Twitter, And Instagram?

Nate Elliott

Ever wonder how you compare to the top brands in your use of Facebook, Twitter, and other social networks?

Forrester recently reviewed how the top 50 global brands market on social networks. We evaluated 11.8 million user interactions on 2,489 posts made by 249 branded profiles, and collected tons of great data -- including how many top brands use each social network, how many fans they've collected, how often they post, and how often users interact with their posts. We published our complete findings in our research brief "How Top Brands Are Using Facebook, Twitter, And Instagram" -- but I also wanted to highlight some key findings here.

First, follower counts for the big global brands have skyrocketed in the past year. Top brands now average 18.1 million Facebook fans each -- more than double their average in 2014. Their average number of Instagram followers is now over 1 million -- almost five times higher than last year. Follower counts have nearly doubled on Twitter and Google+ as well.

Second, marketers are posting more often than in pervious years. Top brands now post 18.3 times per week on Twitter and 6.5 times per week on Facebook -- both slight increases over 2014. They post 4.9 times per week on Instagram, an increase of more than 50% over last year.


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2015 Global eCommerce Trends - 4 reasons to be excited about tomorrow’s webinar

Susan Wu

Join us tomorrow as we host a webinar on the state of global online retailing in 2015. Learn how to better target increasingly sophisticated buyers through an understanding of consumer behaviors and market trends.   We will talk about the present status of shoppers and its implications for the future.  The webinar will draw on forecast data insights from our Online Retail, Web-Influence, and Luxury Retail forecasts. 

We plan to discuss:

1)     What you can learn from young mobile shoppers in mobile-first economies.

2)     How product purchases differ across markets and why that matters.

3)     How the changing eCommerce landscape is impacting consumer purchase behaviors.

4)     The cross-border impact on global eCommerce.


Register for our webinar here or contact your Forrester representative to attend:  https://www.forrester.com/Global+eCommerce+Trends+In+2015/-/E-WEB20103

Are Marketers Ready To Double Down And Truly Adapt To The Consumer Of Today?

Erna Alfred Liousas

For two days this week, I enjoyed Hubspot’s Inbound 2015 conference. Hubspot is an inbound marketing platform targeting small to medium-size businesses and each year the company holds a conference bringing together thought-leaders, customers, and partners. This 3.5-day event has over 250 sessions spanning a myriad of topics. Conferences provide different perspectives on the marketing landscape, customer success stories, product updates, philanthropic awareness, networking opportunities, and — my favorite — kernels that can be developed into themes with broader implications. I was happy to experience all those elements and walked away with more than a few kernels with broader implications. I’d like to share a few resulting from comments by Brian Halligan and Dharmesh Shah, Chris Brogan, and Mitch Joel. Let me forewarn you, these ideas may seem provocative, but they make for a good debate and even better research. 

Do Marketing And Sales Become One?

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Coalition Loyalty In The US Shows "Plenti" of Promise

Emily Collins

In May, American Express launched Plenti, a U.S.-based coalition loyalty program with eight partners, including Macy's, AT&T, Exxon Mobil and Rite Aid. These types of programs, which let consumers earn and redeem a single currency across multiple partners, are popular in other areas of the world, but coalitions have historically failed to gain traction in the United States.

Plenti's initial progress indicates that it might buck the trend: It signed up more than 20 million members in its first two months reaching around 16% US household penetration. For reference, established coalitions such as AIR MILES, Nectar and FlyBuys have household penetration rates of more than 50%.

But any decent loyalty marketer knows enrollment doesn’t tell the whole story. Three things, in particular, give coalition in the U.S. a fighting chance:

  • The loyalty program landscape is crowded. Plenti entered the market at a time when companies across industries – from retail to travel/hospitality to automotive – invest in loyalty programs to drive retention, engagement and loyalty. According to Forrester’s Consumer Technographics data, consumers belong to an average of nine loyalty programs. The proliferation of branded programs makes it hard to stand out, and it shows: 58% of loyalty marketers that Forrester surveyed in 2015 indicated they were dissatisfied with their loyalty strategy. Coalition programs offer a differentiated value proposition: members shopping across partners experience an increased earning velocity and wider choices for redemption, which boost the utility and perceived value of the program.
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The Data Digest: A New Retail Reality, Boxed Up

Anjali Lai

They say that good things come in small packages – and it seems that those consumers who have signed up with the burgeoning wave of subscription services know this to be true. Today, whether you’re looking for fine wine or baby food, artistic inspiration or masculine essentials, you don’t have to leave your home to get – or even search for – the items yourself; the box delivered to your door may have just what you’re hoping for.

Subscription services are relatively new, but consumer awareness of and interest in the concept are growing. I recently became a customer of Stitchfix – and while I might be among just a handful of consumers who’ve actually signed up, nearly one-fifth of US online adults are interested in similar services. Forrester’s Consumer Technographics® data shows that interest is particularly high among young shoppers: 

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Through-Channel Marketing Automation — An Emerging Market Consolidating?

Tim Harmon

We recently completed our evaluation of 14 through-channel marketing automation (TCMA) vendors in “The Forrester Wave™: Through-Channel Marketing Automation Platforms, Q3 2015.” The TCMA Forrester Wave was oversubscribed — besides the 14 evaluated vendors, there are an additional 10 to 15 TCMA vendors that we are researching. Obviously this is a very fractured market, even considering the growing number of companies — across B2B industries such as healthcare, insurance, manufacturing, tech, and telecom — now leveraging their channels to amplify their marketing.

Last week, Zift Solutions, a leading TCMA vendor, announced that it will be, in essence, acquiring “semi-competitor” SharedVue — “semi” because SharedVue didn’t qualify its product for the TCMA Forrester Wave. SharedVue has been owned and controlled by The Channel Company, the corporate entity behind CRN (IT channel journalism), Xchange (IT channel events), and IPED (IT channel training and consulting) since 2010. SharedVue’s product is strong in its content syndication core, but the company has done little to expand the product into a broader, fuller TCMA platform involving marketing campaign packaging, digital asset management, digital marketing tactics support, etc.

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Beyond Language & Payments: Website Localization Must-Haves For Global eCommerce

Lily Varon

Long gone are the days in which eCommerce site localization means just translating language and accepting localized payment methods. In a high stakes environment, where a global roll out of direct localized sites can mean millions of dollars of investment, eBusiness professionals responsible for managing international customer-facing websites must localize effectively or risk damaging the reputation of their brands and stifling growth.

Forrester published a report today that outlines seven mission-critical areas to any website localization initiative. Among these imperatives are:

  • Consistent Domain Structures.  The best practice in a domain name strategy for a multinational company is to maintain a strong global brand by using the same domain strategy across the globe. There are four common URL strategies available to firms today: country code top-level domains or ccTLDs (e.g., acme.br), subfolders (e.g., acme.com/br/portugues), subdomains (e.g., br.acme.com), and brand-level global top-level domains or gTLDs (e.g., annualreport.acme). The report provides detailed considerations for each domain convention.
  • SEO-optimized site content.  It is essential to make sure the website’s translated content is easily discoverable for consumers and is positioned to rank at the top of dominant local search engines. eBusiness leaders must understand search engine market share and local market semantics in order to come up on top.
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Survive Or Thrive: Which Will B2B Marketers Do In The Age Of The Customer?

Laura Ramos

Earlier this year Forrester analyzed recent economic and survey data and reviewed the practices of over a dozen companies that have made customer-focused transformations. We found that customers are now more mobile, consume more reviews, and buy more online than ever before. 

So do B2B buyers

Business buying habits have followed closely in the footsteps of B2C counterparts because, outside of "9 to 5", business buyers are consumers too.  

Together with Internet Retailer, we found 59% of B2B buyers and sellers prefer not to interact with a sales rep and 74% find buying from a website more convenient.

To better address the changing expectations and omnichannel appetites of these empowered business buyers, B2B marketers need to think about spending their marketing budgets, energy, and resources in different ways. With budgeting season upon us, it's time to make sure your 2016 plans will keep you thriving in the digital age, not striving to keep up.

In recent research, Forrester's B2B marketing research team points out the four big bets B2B marketers need to make.  In this digital age where customer demands and experiences take precedence over all other ways to achieve and maintain competitive advantage, it's time for you to:

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