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Adda day forrester
 

Adda day forrester

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    Adda day forrester Adda day forrester Presentation Transcript

    • Making Leaders SuccessfulEvery Day
    • Differentiating the digital customerexperienceJonathan Browne, Senior Analyst, Customer ExperienceNovember 29, 2012
    • To thrive in the age of the customer:Define a clear digital customer experiencestrategy and use the right tactics to support it.
    • 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© 2012 Forrester Research, Inc. Reproduction Prohibited 4
    • We have entered the age of thecustomer 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/)
    • 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© 2012 Forrester Research, Inc. Reproduction Prohibited 14
    • Define a digital customer experiencestrategy Company brandattributes and business • Define brand attributes objectives Customer goals, • Develop deep customer behaviors, and understanding Digital touchpoint use customer experience • Consistency Capabilities of • Choice strategy touchpoints • Continuity CARS: attributes of • CARS means:next-generation digital Customized, Aggregated, experiences Relevant, Social
    • Digital experience strategy flows from company strategy . . .Company strategy Customer expectation of Brand experience Digital customer the brand strategy experience strategy Source: July 13, 2011, “How To Develop Your Digital Customer Experience Strategy” Forrester report
    • Understand the “who” and the “how” ofyour customers Customers’ goals Content What do customers need Who are they, what are to do to accomplish their their goals and behaviors? goals? Digital customer experience strategy Personality Touchpoints How should the brand be Where do customers expressed throughout all consume content? interactions? Source: May 18, 2011, “Why You Need A Digital Customer Experience Strategy” Forrester report
    • Understand the “who” and the “how” ofyour customers Customers’ goals Content What do customers need Who are they, what are to do to accomplish their their goals and behaviors? goals? Digital customer experience strategy Personality Touchpoints How should the brand be Where do customers expressed throughout all consume content? interactions? Source: May 18, 2011, “Why You Need A Digital Customer Experience Strategy” Forrester report
    • Develop a unified customer experience across digital and offline touchpointsSource: April 30, 2012, “The Unified Customer Experience Imperative” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited 19
    • 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 capabilitiesSource: April 30, 2012, “The Unified Customer Experience Imperative” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited 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 countriesSource: 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)
    • 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© 2012 Forrester Research, Inc. Reproduction Prohibited 30
    • Adopt customer-centric tactics to builddifferentiated 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  Validate concepts  Test a concept in use people do and how  Uncover perception gaps  Uncover what people do Uncover unmet needs in existing tools with a specific interface
    • Personas enable teams to align on acommon understanding of the customer Source: August 27, 2009, “Persona Best Practices Of Interactive Agencies” Forrester report
    • Maps enable organizations to take anOutside In view of customer journeys Source: Aviva
    • Voice Of Customer (VOC) programskeep organizations responsive tocustomer sentiment in real time August 2011 “Lessons Learned From The 2011 Voice Of The Customer Award Winners”
    • 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© 2012 Forrester Research, Inc. Reproduction Prohibited 36
    • Keep track of your customers’ evolvingdigital behavior
    • Adopt tools that support decisionmaking in a rapidly changing market Source: June 22, 2011, “The Customer Experience Ecosystem” Forrester report
    • Partner with agencies with digital skillsand 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 experiencetransformationGather 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 youimplement.
    • Assess the relative importance of each interaction point Importance to Importance to Impact on Overall the business customers users Public siteMobile applicationTablet application Mobile website Low Moderate High
    • Prioritize key initiatives Clarity Severity Feasibility Affordability Return Overall1. Improve functional aspects of site 3 2 3 3 2 132. Improve app usability 2 2 3 3 2 123. Deploy new mobile payment functionality 3 1 3 2 1 114. Add reviews to product overview pages 2 2 3 3 1 115. Improve self-service capability 3 2 2 1 3 116. Showcase apps/dashboards on public site 2 2 2 3 1 107. Create regional site for Europe 2 2 2 2 2 108. Create site for China 2 2 1 1 2 8
    • Thank youJonathan Browne+44 20 7323 7652jbrowne@forrester.com