adda day forrester
DESCRIPTION
TRANSCRIPT
Making Leaders Successful
Every Day
Differentiating the digital customer
experience
Jonathan Browne, Senior Analyst, Customer Experience
November 29, 2012
To thrive in the age of the customer:
Define a clear digital customer experience
strategy and use the right tactics to support it.
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
How is customer behavior changing?
What must firms do to differentiate their digital customer experience?
What tools and tactics should firms adopt to achieve this?
How to get started
4
We have entered the age of the customer
Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report
Mobile and social experiences are changing how
we do fundamental things. . .
Source: Burberry (http://uk.burberry.com)
. . . like reading . . .
Source: February 25, 2011, “Mobile Is Not Just Another Channel” Forrester report
… shopping…
… researching and buying a car…
. . . investing . . .
Source: January 18, 2011, “How To Build Online Experiences Of The Future” Forrester report Image source: Fidelity (https://www.fidelity.com/)
. . . finding a place to live . . .
Source: December 17, 2010, “Mobile Augmented Reality” Forrester report
Image source: MeilleursAgents.com (http://www.meilleursagents.com/)
. . . getting service . . .
Source: February 9, 2011, “Case Study: Giffgaff Uses Co-Creation To Build A Differentiated Mobile Service Business” Forrester
report
Image source: Giffgaff (http://giffgaff.com/)
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
How is customer behavior changing?
What must firms do to differentiate their digital customer experience?
What tools and tactics should firms adopt to achieve this?
How to get started
14
• Define brand attributes
Company brand attributes and business
objectives
• Develop deep customer understanding
Customer goals, behaviors, and touchpoint use
• Consistency
• Choice
• Continuity
Capabilities of touchpoints
• CARS means: Customized, Aggregated, Relevant, Social
CARS: attributes of next-generation digital
experiences
Define a digital customer experience strategy
Digital
customer
experience
strategy
Company strategy Customer expectation of
the brand
Brand experience
strategy
Digital customer
experience strategy
Digital experience strategy flows from company strategy . . .
Source: July 13, 2011, “How To Develop Your Digital Customer Experience Strategy” Forrester report
Understand the “who” and the “how” of your customers
Customers’ goals
Who are they, what are their goals and behaviors?
Content
What do customers need to do to accomplish their
goals?
Personality
How should the brand be expressed throughout all
interactions?
Touchpoints
Where do customers consume content?
Digital customer experience
strategy
Source: May 18, 2011, “Why You Need A Digital Customer Experience Strategy” Forrester report
Understand the “who” and the “how” of your customers
Source: May 18, 2011, “Why You Need A Digital Customer Experience Strategy” Forrester report
Customers’ goals
Who are they, what are their goals and behaviors?
Content
What do customers need to do to accomplish their
goals?
Personality
How should the brand be expressed throughout all
interactions?
Touchpoints
Where do customers consume content?
Digital customer experience
strategy
Develop a unified customer experience across digital and offline touchpoints
Source: April 30, 2012, “The Unified Customer Experience Imperative” Forrester report
19 © 2012 Forrester Research, Inc. Reproduction Prohibited
© 2012 Forrester Research, Inc. Reproduction Prohibited
Unified does not mean uniform
Uniform experiences Unified experiences
Verbatim visuals and messaging Visual patterns and linguistic tone
Same depth and breadth of content Content sized for context
Every feature everywhere Contextual features/functionality
Least common denominator Leverage channel capabilities
Source: April 30, 2012, “The Unified Customer Experience Imperative” Forrester report
20
Burberry’s online content entices customers and
provides a seamless connection to the store . . .
Source: Burberry (http://uk.burberry.com)
The store acts as a physical manifestation of the
digital experience.
Source: Burberry (http://uk.burberry.com)
Video and audio displays reflect Burberry’s brand
and create occasional rain showers . . .
Source: Burberry (http://uk.burberry.com)
. . . emphasizing the store’s connection with
Burberry’s signature trench coat . . .
Source: Burberry (http://uk.burberry.com)
. . . which is extended through Burberry’s social
media activities, such as “Art of the Trench.”
Source: Burberry - Art of the Trench (http://www.artofthetrench.com)
TeliaSonera unified its multichannel customer
experience across multiple countries
Source: TeliaSonera (http://www.teliasonera.com)
Websites, television, and mobile interfaces are
consistent in tone — but not identical.
Source: TeliaSonera (http://www.teliasonera.com)
The same visual patterns and color schemes are
carried through to offline channels, like the store . . .
Source: Fjordnet (http://www.fjordnet.com)
Content and functionality reflect customer needs and
expectations of the touchpoints.
Source: TeliaSonera (http://www.teliasonera.com) and Facebook (http://www.facebook.com)
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
How is customer behavior changing?
What must firms do to differentiate their digital customer experience?
What tools and tactics should firms adopt to achieve this?
How to get started
30
Adopt customer-centric tactics to build differentiated digital experiences
Qualitative research
Personas
Customer journey maps
Voice of the customer programs
Qualitative research reveals customers’ goals, content needs, and behaviors
Exploratory Evolutionary Evaluative
Determine what
people do and how
Uncover unmet needs
Validate concepts
Uncover perception gaps
in existing tools
Test a concept in use
Uncover what people do
with a specific interface
Personas enable teams to align on a common understanding of the customer
Source: August 27, 2009, “Persona Best Practices Of Interactive Agencies” Forrester report
Maps enable organizations to take an Outside In view of customer journeys
Source: Aviva
August 2011 “Lessons Learned From The 2011 Voice Of The Customer Award Winners”
Voice Of Customer (VOC) programs keep organizations responsive to customer sentiment in real time
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
How is customer behavior changing?
What must firms do to differentiate their digital customer experience?
What tools and tactics should firms adopt to achieve this?
How to get started
36
Keep track of your customers’ evolving digital behavior
Adopt tools that support decision making in a rapidly changing market
Source: June 22, 2011, “The Customer Experience Ecosystem” Forrester report
Partner with agencies with digital skills and customer-centric philosophy
Source: June 16, 2011, “Where To Find Help For Interactive Design Projects In Europe, 2011” Forrester report
Build a road map for digital experience transformation
Gather input from key stakeholders.
Do a deep dive on customers’ real needs.
Map core customer journeys.
Uncover gaps in what you have today.
Identify and prioritize near-, mid-, and long-
term projects.
Plan the activities that will help you
implement.
Assess the relative importance of each interaction point
Impact on
users
Importance to
customers
Importance to
the business
Low Moderate High
Overall
Tablet application
Public site
Mobile application
Mobile website
1. Improve functional aspects of site
Severity Affordability Return Overall
2. Improve app usability
4. Add reviews to product overview
pages
6. Showcase apps/dashboards on
public site
7. Create regional site for Europe
8. Create site for China
2 3 2 13
2 3 2 12
2 3 1 11
2 3 1 10
2 2 2 10
2 1 2 8
5. Improve self-service capability 2 1 3 11
Clarity
3
2
2
2
2
2
3
Feasibility
3
3
3
2
2
1
2
Prioritize key initiatives
3. Deploy new mobile payment
functionality 1 2 1 11 3 3
