how knowing the voice of your customers can help solve the cx technology puzzle

How Knowing The Voice Of Your

Customers Can Help Solve The

CX Technology Puzzle

Joana van den Brink-Quintanilha, Analyst

February 6, 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 2

Empowered customers have given rise to a new era


With four market imperatives

Transform

the customer

experience

Embrace

the mobile

mind shift

Become

a digital

disruptor

Age of the

Customer

Turn big data

into business

insights


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


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.


The continuous cycle of VoC program activities

Source: May 1, 2013, “How To Build Your Voice Of The Customer Program” Forrester report


Three stages of VoC program maturity

Source: May 1, 2013, “How To Build Your Voice Of The Customer Program” Forrester report


VoC sophistication tends to increase on the path to CX maturity

Source: June 27, 2013, “The Path To Customer Experience Maturity” Forrester report


Customer-centricity is your best bet for sustainable competitive advantage

Source: Watermark Consulting


Source: www.guardian.com

We have also entered the mobile mindshift


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.


Customers are not bound to physical locations when engaging with companies


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.


How do you successfully combine

CX and technology, and what role

does VoC play in this?


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.


Agenda








The customer experience ecosystem is complex and evolving

Source: February 28, 2013, “The Customer Experience Ecosystem” Forrester report


Agenda








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


Agenda








Steps for framing the hypothesis



Agenda








Steps for placing your bets



VoC can help you take some measured risks



Plot opportunities on a value map



Agenda



› Make the vision a reality.





Steps for implementing with agility



Implement based on minimum viable product



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).


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

› solutions.forrester.com/age-of-the-customer

Additional Resources

http://solutions.forrester.com/age-of-the-customer-ss?cmpid=mkt:soc:ss:CustomerEngagement












Thank you

Joana van den Brink-Quintanilha

+44 (0)207.323.7697

[email protected]