How Knowing The Voice Of Your
Customers Can Help Solve The
CX Technology Puzzle
Joana van den Brink-Quintanilha, Analyst
F...
Empowered customers
have given rise to a new era

© 2014 Forrester Research, Inc. Reproduction Prohibited

2
With four market imperatives

Transform
the customer
experience

Embrace
the mobile
mind shift

Age of the
Customer
Turn b...
Only the customer-obsessed will survive

A 20-year business cycle in which successful
enterprises will reinvent themselves...
Transform the customer experience
Our view: Customer obsession
requires real investment in
customer experience to build
re...
The continuous cycle of VoC program
activities

Source: May 1, 2013, “How To Build Your Voice Of The Customer Program” For...
Three stages of VoC program maturity

Source: May 1, 2013, “How To Build Your Voice Of The Customer Program” Forrester rep...
VoC sophistication tends to increase on
the path to CX maturity

Source: June 27, 2013, “The Path To Customer Experience M...
Customer-centricity is your best bet for
sustainable competitive advantage

Source: Watermark Consulting
© 2014 Forrester ...
We have also entered the mobile
mindshift

Source: www.guardian.com
© 2014 Forrester Research, Inc. Reproduction Prohibite...
Embrace the mobile mind shift
Our view: Mobility has trained people to
expect any information or service to be
available t...
Customers are not bound to physical
locations when engaging with companies

© 2014 Forrester Research, Inc. Reproduction P...
Succeeding in the age of the customer

To succeed in the age of the customer, enterprises will
need to reinvent themselves...
How do you successfully combine
CX and technology, and what role
does VoC play in this?

© 2014 Forrester Research, Inc. R...
Agenda

› You can’t buy CX in a box.
› Forget the tech – focus on the
vision.

› Make the vision a reality:
• Frame the hy...
Agenda

› You can’t buy CX in a box.
› Forget the tech – focus on the
vision.

› Make the vision a reality:
• Frame the hy...
The customer experience ecosystem is
complex and evolving

Source: February 28, 2013, “The Customer Experience Ecosystem” ...
Agenda

› You can’t buy CX in a box.
› Forget the tech – focus on the
vision.

› Make the vision a reality:
• Frame the hy...
Focus on the vision
›
›
›

Effective human-centred design. Bring actual customers and prospects
into the research, analysi...
Agenda

› You can’t buy CX in a box.
› Forget the tech – focus on the
vision.

› Make the vision a reality:
• Frame the hy...
Steps for framing the hypothesis

Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
© 201...
Agenda

› You can’t buy CX in a box.
› Forget the tech – focus on the
vision.

› Make the vision a reality:
• Frame the hy...
Steps for placing your bets

Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
© 2014 For...
VoC can help you take some measured
risks

Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester rep...
Plot opportunities on a value map

Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
© 20...
Agenda

› You can’t buy CX in a box.
› Forget the tech – focus on the
vision.

› Make the vision a reality.
• Frame the hy...
Steps for implementing with agility

Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
© ...
Implement based on minimum viable
product

Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester rep...
Next steps
1.

Assess whether your organization has the basics of your VoC
program in place:
• Do you collect solicited fe...
Additional Resources

› Succeed in the Age of the Customer.
Focus on four market imperatives »

› solutions.forrester.com/...
Thank you
Joana van den Brink-Quintanilha
+44 (0)207.323.7697
jvdbquintanilha@forrester.com
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How Knowing The Voice Of Your Customers Can Help Solve The CX Technology Puzzle

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How Knowing The Voice Of Your Customers Can Help Solve The CX Technology Puzzle

  1. 1. How Knowing The Voice Of Your Customers Can Help Solve The CX Technology Puzzle Joana van den Brink-Quintanilha, Analyst February 6, 2014
  2. 2. Empowered customers have given rise to a new era © 2014 Forrester Research, Inc. Reproduction Prohibited 2
  3. 3. With four market imperatives Transform the customer experience Embrace the mobile mind shift Age of the Customer Turn big data into business insights © 2014 Forrester Research, Inc. Reproduction Prohibited Become a digital disruptor 3
  4. 4. Only the customer-obsessed will survive A 20-year business cycle in which successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers. Source: October 10, 2013, “Technology Management In The Age Of The Customer” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. Transform the customer experience Our view: Customer obsession requires real investment in customer experience to build relationships and amplify fans. • 90% of firms say customer experience is a top strategic priority for their company. • But only 3% manage to deliver excellent customer experience. • Transformation requires discipline to design and manage an entire customer experience ecosystem. © 2014 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. The continuous cycle of VoC program activities Source: May 1, 2013, “How To Build Your Voice Of The Customer Program” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. Three stages of VoC program maturity Source: May 1, 2013, “How To Build Your Voice Of The Customer Program” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 7
  8. 8. VoC sophistication tends to increase on the path to CX maturity Source: June 27, 2013, “The Path To Customer Experience Maturity” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. Customer-centricity is your best bet for sustainable competitive advantage Source: Watermark Consulting © 2014 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. We have also entered the mobile mindshift Source: www.guardian.com © 2014 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. Embrace the mobile mind shift Our view: Mobility has trained people to expect any information or service to be available to them in their moment of need. • 1 in 5 has “shifted” - a measure of their number of devices, how frequently they connect, and from how many locations daily. • Companies must build strategies that use mobile to improve the frequency and quality of their customer experiences. • Context is key: Knowing customer situations, attitudes, and preferences in the moment. Few digital strategists use context properly. © 2014 Forrester Research, Inc. Reproduction Prohibited 11
  12. 12. Customers are not bound to physical locations when engaging with companies © 2014 Forrester Research, Inc. Reproduction Prohibited 12
  13. 13. Succeeding in the age of the customer To succeed in the age of the customer, enterprises will need to reinvent themselves to systematically understand and serve increasingly powerful customers by combining customer experience (CX) know-how and technology. © 2014 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. How do you successfully combine CX and technology, and what role does VoC play in this? © 2014 Forrester Research, Inc. Reproduction Prohibited 14
  15. 15. Agenda › You can’t buy CX in a box. › Forget the tech – focus on the vision. › Make the vision a reality: • Frame the hypothesis. • Place your bets. • Implement with agility. © 2014 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. Agenda › You can’t buy CX in a box. › Forget the tech – focus on the vision. › Make the vision a reality: • Frame the hypothesis. • Place your bets. • Implement with agility. © 2014 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. The customer experience ecosystem is complex and evolving Source: February 28, 2013, “The Customer Experience Ecosystem” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 17
  18. 18. Agenda › You can’t buy CX in a box. › Forget the tech – focus on the vision. › Make the vision a reality: • Frame the hypothesis. • Place your bets. • Implement with agility. © 2014 Forrester Research, Inc. Reproduction Prohibited 18
  19. 19. Focus on the vision › › › Effective human-centred design. Bring actual customers and prospects into the research, analysis, ideation, prototyping, testing, and iteration stages of the design process. Measured risk-taking. Firms don't have the luxury of waiting years to plan and launch a new kind of experience. The key is to make necessary improvements to today's experiences while taking occasional risks as new technologies and consumer needs arise. Agile development processes. Use voice of the customer to direct Agile methods as the design unfolds and as customer needs change. Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. Agenda › You can’t buy CX in a box. › Forget the tech – focus on the vision. › Make the vision a reality: • Frame the hypothesis. • Place your bets. • Implement with agility. © 2014 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. Steps for framing the hypothesis Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 21
  22. 22. Agenda › You can’t buy CX in a box. › Forget the tech – focus on the vision. › Make the vision a reality: • Frame the hypothesis. • Place your bets. • Implement with agility. © 2014 Forrester Research, Inc. Reproduction Prohibited 22
  23. 23. Steps for placing your bets Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 23
  24. 24. VoC can help you take some measured risks Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. Plot opportunities on a value map Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. Agenda › You can’t buy CX in a box. › Forget the tech – focus on the vision. › Make the vision a reality. • Frame the hypothesis. • Place your bets. • Implement with agility. © 2014 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. Steps for implementing with agility Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 27
  28. 28. Implement based on minimum viable product Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 28
  29. 29. Next steps 1. Assess whether your organization has the basics of your VoC program in place: • Do you collect solicited feedback (surveys)? • Do you collect unsolicited feedback (reviews)? • Do you identify problems with CX based on VoC? 2. Use VoC to frame the hypothesis: • Top customer tasks • Monitor completion rate and ease of completion. 3. Use VoC to score potential CX improvements based on value to customer: • Find out who you need to involve to score feasibility (people, process, and technology). © 2014 Forrester Research, Inc. Reproduction Prohibited 29
  30. 30. Additional Resources › Succeed in the Age of the Customer. Focus on four market imperatives » › solutions.forrester.com/age-of-the-customer © 2014 Forrester Research, Inc. Reproduction Prohibited 30
  31. 31. Thank you Joana van den Brink-Quintanilha +44 (0)207.323.7697 jvdbquintanilha@forrester.com

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