New Research: VoC Vendor Landscape 2013 — We'd Love To Hear From You

We are working on a new report on the voice-of-the-customer (VoC) vendor landscape 2013.

The report will provide a guide to the current landscape of the VoC vendor market as well as the features and services currently delivered by a variety of vendors and will show where we see the growth potential in the future. 

To all CX and CI professionals who use VoC vendors: We would love to hear about your experience with your current and past vendors. If you would like to take part in this research, please reach out to Corey Stearns (cstearns@forrester.com).

To all VoC vendors: We just launched a vendor landscape overview survey. If you help companies listen to, interpret, share, and act on customer feedback and haven't received the survey, please reach out to Corey Stearns (cstearns@forrester.com).

The Perils Of Free

With fall coming up, I was reminiscing about my summer. And funnily enough, one of the lower moments had to do with free ice cream. Whole Foods had advertised an “Ice Cream Social” on a Saturday in July — free ice cream from 2 to 5pm. By the time my husband and I managed to squeeze my 8-week-old daughter and one set of grandparents into our car and drive there, it was 4:30pm. But that was still before 5pm, right? Yeah. Unfortunately, when we entered the store, there were no signs of an ice cream social anywhere. Turns out, the store had run out of ice cream earlier. What a bummer! Now all of us had to trudge back into the car without having eaten the ice cream we were all much looking forward to.

Now you might say “stop whining” since the ice cream was free. But here is the thing: Even though we certainly had no right to expect anything in the first place, Whole Foods changed the game by promising something. We were upset because Whole Foods didn’t deliver on its promise. And you know what? Only a few weeks later, it happened all over again! Whole Foods hosted an event in which people could bring back their used toothbrushes and get new ones. Guess what? When we got there, they only had toothbrushes for left-handed people left. Given that left-handed people only represent about 10% of the world’s population that was very disappointing and started to feel like a marketing gimmick.

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Pricing Can Make Or Break The Customer Experience: Find The Issues That Drive Away Your Customers!

Pricing matters when it comes to your customers' experiences and loyalty! You are not quite sure? Let's do a short quiz:

Have you ever:

  • Left a rental car counter flabbergasted by the final price?
  • Given up on finding a new mobile phone plan when the sheer number of options obscured the best choice?
  • Checked your latest bank statement only to find an unexpected new fee?
  • Squeezed into a middle airplane seat because the alternative meant shelling out $20 for a preferred seat assignment?
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You Cannot MANAGE Customer Experience If You Cannot MEASURE It! Join The Workshop "Customer Experience Measurement Essentials"

Are you trying to take your current customer experience measurement to the next level?

Many of the customer experience professionals we talk to regularly are working on improving their customer experience measurement. You are probably one of them. You might be working on picking the right metrics, on connecting customer experience to business outcomes or to operational variables, on using data to improve the customer experience, or on getting traction for CX measurement in your organization. To conquer any or all of these challenges, you need a solid and well-founded customer experience measurement framework. 

In Forrester's workshop Customer Experience Measurement Essentials, you will:

  • Learn the fundamentals of measuring customer experience in both a business-to-consumer and business-to-business world.
  • Get to know Forrester's framework for how to identify, organize, present, and get buy-in for customer experience metrics across the enterprise.
  • Discuss your approach and challenges with your CX peers and see what other companies are doing.
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New And Future Research On Customer Experience Measurement

My colleague Megan Burns and I have just published our new report "Executive Q&A: Customer Experience Measurement" in response to all the great questions we’ve been getting about measuring customer experience. To measure customer experience (CX), firms need a framework that tells them not only how good their customers' experiences are but also how to improve them and what benefits to expect from doing so. Increasingly, companies are developing such a framework despite facing sometimes-major obstacles.

This report answers some of the most common questions customer experience professionals agonize over when it comes to CX measurement. 

One of those questions we are often asked is, “What does it mean to measure customer experience?” Here is the answer. Forrester defines CX as: how customers perceive their interactions with an organization. Therefore, fundamentally, to measure customer experience is to measure customers' perceptions of their interactions with a firm.

Check out the full report for answers to these additional questions:

  • What types of customer experience metrics do we need?
  • How can companies pick the right metrics for each section of their customer experience measurement framework?
  • Which customer experiences should we measure?
  • How can companies measure customer experiences that span channels?
  • How should companies use the customer experience metrics they collect?
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