- Forrester Councils
- Councils Overview
- log in
Posted by Martha Bennett on December 31, 2013
Reflecting on 2013 (as one does on the last the day of the year …), I’m struck by how much I seem to be living in two parallel universes: a promised land of appropriately targeted marketing, personalized offerings, courteous and efficient customer service, timely and accurate information – you get the picture; and the real world, in which the gap between the promise and what’s being delivered seems, if anything, to be widening.
Admittedly, my research focus on business intelligence, analytics and big data no doubt heightens my awareness, as I’m forever looking for signs that the technologies that are available have actually been deployed. Sadly, a lot of the time I find that even companies with flagship projects involving advanced analytics manage to undo much of the good work by falling down on something very basic, such as getting my name right, or knowing which products I’ve actually purchased.
In case my point needs proving, I’ll start by taking a light-hearted look at a few examples of what I’m talking about, before suggesting a few New Year’s resolutions to all those companies whose claims about customer-centricity and superior service are being contradicted by reality:
To be fair, these may all be comparatively minor things, and most of the examples I gave are personal. Nevertheless, in all the discussions I’ve had about the topic, in both private and professional settings, we end up agreeing that it’s precisely those small things that can make the difference between trusting a company and recommending it to others and – well – not doing so.
So here’s my proposed New Year’s resolutions list for those who really are serious about being customer-centric:
All the Very Best for 2014.
Save Money On Your Next Software Negotiation
Work with our software negotiation experts to save 10–20% on your next contract »
Lead BT Transformation
Develop customer-obsessed strategies to drive growth »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »