It’s with great pleasure that I announce the agenda for Forrester's Forum For Customer Experience Professionals in Anaheim, CA, on November 6 & 7. We’re mixing things up this year — new formats for speakers, new hands-on, activity-based workshops in addition to track sessions, and a stellar gallery of guest speakers. And we’ve wrapped all of this up with an overarching theme: “Why Good Is Not Good Enough.”
We picked this theme because our Customer Experience Index (CXi) told us to. Seriously. Check this out: According to the latest CXi, the number of brands scoring in the “very poor” category is down to one out of 175. What’s more, only a handful of brands — 10% — are in the “poor” category. Together, these findings show that as customer experience improvement efforts gained momentum over the past year or so, the number of truly awful experiences declined, dramatically. That’s reassuring. Kudos to all the businesses out there that screw up less!
Now for the sobering news: Only 11% of brands in the CXi made it into the “excellent” category.
What that means of course is that most brands are clustering in the middle of the curve — they’re not awful in the eyes of their customers, but they’re not remarkable either. Translation: A merely good customer experience is no longer good enough if you want to deliver a differentiated experience and reap incremental sales, positive word of mouth, and better customer retention. You’re gonna have to raise your game.Read more