New Benchmarking Data: State Of VoC Programs, CX Research And Journey Mapping…

… in the making. Do you want to know...

  • How future-proof is our VoC program?
  • Are we doing enough to gain deep customer understanding?
  • Are we maximizing our use of journey mapping and should we be doing journey analytics?

Take our benchmarking survey to get the answers and benchmark your and your company's efforts!

As a thank you for your contribution, you’ll receive an exclusive report on the data - highlighting the state of CX research, journey mapping and VoC programs at some of today’s leading firms.

Our survey shouldn’t take more than 10 minutes to complete. It will be open until November 30th.

We know you are busy and appreciate the time you take to share your experiences with us. If you have any questions, please reach out to Kelly Price (kprice@forrester.com).

Can’t wait to hear from you!

Thank you,

Maxie

Why CX? Why Now? Happy CX Day, 2016!

Happy CX Day! As part of our CX Day celebrations, which include a very special episode of CX Cast, and a comprehensive CX reading list that doubles as a holiday gift buying guide for the CX pro in your life, we are launching a new report: Why CX? Why Now? 

In collaboration with my colleague, Sam Stern, we looked at why now is the time for CX pros to convince executives and colleagues at their organizations to double down on improving the customer experience. To make it a lot easier for you to message this across in your firm, we included an infographic that:

  • Conveys without a doubt how urgent it is to invest in CX because your customers, competitors and employees are changing!
  • Gives you six tangible business benefits from improving customer experience that will help you make the case for why CX drives business results. For example, Southwest Airlines, a consistent CX leader, has been profitable for 43 consecutive years, in an industry better known for red ink and bankruptcies.
  • Tells you which challenges most companies (and probably yours) face on the road to better CX. One example: More than half of CX pros said that their organization's culture impedes their success.
  • Shows the path to improving CX, starting from a CX vision, continuing with building CX competencies and strengthening your business technology foundation. 
Read more

Forrester Wave™ evaluation of the Customer Feedback Management market

I am pleased to announce that Forrester Research is commencing a Forrester Wave™ evaluation of the Customer Feedback Management market and collecting data for a separate VoC vendor landscape overview. I will lead the project and the expected publication date is March 2017. For more information about the Forrester Wave process, please read here.

CFM / VoC vendors support companies' enterprise-wide voice of the customer programs by helping a company with all or some of the following: solicit feedback from key customers across channels, centrally collect solicited and unsolicited feedback, analyze structured and unstructured feedback, distribute insights from customer feedback across the organization, close the loop with customers who have given feedback, act on the insights from the feedback, and monitor CX progress continuously. 

If you want to be considered for this research, we ask you to fill out a questionnaire. We will use it to determine which vendors to include in the full Forrester Customer Feedback Management WaveTM study and to gather data for a separate "Market Overview Voice Of Customer Vendors" report. 

We must receive your responses to our questionnaire by: August 19, 2016, 12 pm (noon) EST.   Please send completed surveys to sross@forrester.com. After evaluating the completed inclusion surveys, we will select several vendors to invite to participate in the in-depth Wave research. Note that not all vendors receiving this survey will be included in the Wave. We will notify you of your status after we have completed the vendor selection process.

Thank you and looking forward to hearing from you.

Measure Emotions In Customer Experiences To Improve Loyalty

Do you know how your customers feel about their experiences with your firm? Customers’ emotions can damage — or improve — customers’ perception of the overall experience and your firm’s ability to grow. Customers’ emotions affect whether you’ll lose or keep them, whether they will buy more or less from you, and whether they will spread good or bad word of mouth about your company.

In a recent episode of CX Cast, I spoke about how to measure emotions in customer experience. Listen to the podcast below.

For detailed insights, check out my report, "How To Measure Emotion In Customer Experience" (subscription required). 

Early on in my research, I found that most current CX measurement programs don’t quantify customers’ emotions. Instead, they focus almost exclusively on metrics that reflect a rational or cognitive evaluation of experiences. Measuring emotions — and making sense of all of the tools and methods that claim to do just that — is hard. What’s more, a deep-seated skepticism about the trustworthiness of emotion measurement prevails in organizations — making it harder to get buy-in for emotion metrics.

But you can learn a lot from organizations that measure emotions in customer experience. 

Read more

How To Win Funding For CX In B2B – 4 Steps To Building A Burning Platform To Spark Action

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.
Read more

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

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.

Read more

Pitting Big Data Versus NPS Isn’t The Way To Success In CX Measurement

You might have seen a recent blog by Tony Cosentino on how “Big Data Analytics Will Displace Net Promoter Score (NPS) for Measuring Customer Experience” because “NPS is prone to error, lacks a causal link with financial metrics, and lacks actionable data.” And while Mr. Cosentino’s blog highlights a critical issue in CX measurement, it only tells part of the story.

The problem in most CX measurement programs — whether that company uses NPS or not! — is that CX pros rely too much on surveys. That’s because of a number of factors:

Read more

What's New With Customer Feedback Management (CFM) Vendors: A CX Pro's Guide To The Evolved CFM Vendor Landscape

Forrester published a new report with highlights of changes among customer feedback management (CFM) vendors to give you the crucial insights you need to understand your CFM options. Why? Since the 2014 reports on the VoC vendor landscape and VoC vendor go-to-market strategies, we saw some big changes in the CFM market. Many changes are good news for CX pros who are looking to support their enterprisewide VoC and CX measurement efforts. But they don't make navigating this market any easier. 

 

Key changes in the CFM market include:

  • Consolidation of established CFM vendors. CFM vendor Mindshare acquired Empathica in September 2013 and then relaunched the newly combined company in June 2014 under the name InMoment. Maritz Holdings acquired Allegiance and merged it with Maritz Research to launch MaritzCX in January 2015.

  • Entry of new CFM vendors. Clarabridge, formerly a specialist vendor that focused on text analytics, moved into the CFM category by adding significant capabilities to support all stages of the VoC cycle through a combination of an acquisition and native development. Qualtrics, formerly a survey platform specialist, entered the CFM category by adding capabilities to interpret unstructured feedback and act on VoC.

Read more

New Research On Making The Case For CX In B2B — Be Part Of This Research

Deanna Laufer and I are collaborating on a new report on how to make the case for customer experience in B2B. And we'd love your inputs.

How will clients benefit from this report? 

With longer sales cycles, fewer customer accounts, and an abundance of client roles and influencers, B2B companies are challenged in making the link between improving customer experience (CX) and financial results. But without this link, B2B companies will struggle to get adequate funding to sustain their CX programs over the long term. To help CX professionals at B2B companies overcome challenges to justifying their CX programs, this report will explore:

  • What do customer and business data CX pros need to collect to support their business cases?
  • Which are the right metrics for modeling the relationship between customer experience quality and business success?
  • How can CX pros apply their models to proactively improve business outcomes?
Read more

Contribute To New Research On VoC Vendors In China By My Colleague Sam Jaddou

My colleague, Samantha Jaddou, who’s an analyst on the CX team covering the China market, is working on a report about the customer feedback management (CFM) vendor landscape in China. This report will better help Forrester clients, particularly companies that operate in China, understand to whom they should turn to satisfy CFM needs. She is in the middle of fielding a survey, which will be the research foundation for this report.

If your firm is interested in being included in this study to show your product and service capabilities in China in the CFM space, please consider one or both of the following:

1. Fill out the survey prior to February 13th.

2. Schedule a briefing with Sam with regard to your CFM capabilities in China by contacting Forrester’s briefing team to make arrangements.

As a thank you for your time and participation, you will receive a complimentary copy of the published report resulting from this research.