Highlights from Forrester's
‘Customer Experience
Professionals’ Forum
Los Angeles, CA
Oct 9 -10, 2013
Over 450 CX professionals converged in Los Angeles, CA to
learn best practices from Forrester Research‟s leading
analysts,...
“Innovative companies are
embracing customer
experience, but most are
simply not mature enough in
their practices to achie...
Discover's President for US
Cards quoted famed coach
Bobby Knight: “Everyone wants
to win... Do you want to prepare
to win...
“Want to build enjoyable
experiences?
Measure the right things.
Tell a story.
Sweat the small stuff.”
Ron Rogowski
Forrest...
“Managing our customer experience
changed everything. We were
spending $35 million a year to piss
off our customers [with ...
“Improving and focusing on
customer experience involves a
mindset and cultural shift for
many companies — this takes
time....
“Customer experience innovation is the
creation of new customer experiences that
drive differentiation and long-term value...
“Remember the rule: „The user is
not like me‟.”
“Design isn't about presenting a
solution, made in a black box, on a
silve...
Make the right thing, Make the thing right.
How can customer experience professionals benefit from interest in
employee engagement? More engaged employees are more
pr...
Sam Stern, Forrester Senior Analyst
12
“If you're not changing you're not
growing.”
“One size doesn't fit all for
ourcustomers. Moving from
multi-channel to omni...
•
Notable Tweets
14
Notable Tweets
15
Forrester‟s Map to Maturity
http://www.cmswire.com/cms/customer-experience/businesses-cant-
differentiate-without-customer...
The CXi Score
17
“Financial investment firm Edward Jones tied executive perks to
customer experience; it helped the compan...
18
19
Julie A. Ask, On Breakthrough Mobile Experiences
20
21
22
23
Congrats to all of the #2013Champs!
24
25
Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks,
service marks, images and ...
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Highlights from Forrester Forum for Customer Experience Professionals in LA #forrforum

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Quotes, photos, tweets, and other highlights from Forrester Forum for Customer Experience Professionals West, OCtober 9-10 at the JW Marriott in Los Angeles, CA.
#forrforum

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  • “Celebrate your customer and then go from there."--HaritTalwar
  • Highlights from Forrester Forum for Customer Experience Professionals in LA #forrforum

    1. 1. Highlights from Forrester's ‘Customer Experience Professionals’ Forum Los Angeles, CA Oct 9 -10, 2013
    2. 2. Over 450 CX professionals converged in Los Angeles, CA to learn best practices from Forrester Research‟s leading analysts, as well as industry speakers from top-tier companies. Here are some of the highlights… 2
    3. 3. “Innovative companies are embracing customer experience, but most are simply not mature enough in their practices to achieve differentiation.” - Megan Burns, VP and principal analyst, Forrester 3
    4. 4. Discover's President for US Cards quoted famed coach Bobby Knight: “Everyone wants to win... Do you want to prepare to win?” His company differentiates by being friendly, helpful, refreshing. They don't outsource or script and the average call center staff member has 7 years experience. Discover is the only credit card company with all call centers in the US. Harit Talwar, Discover Financial Services 4
    5. 5. “Want to build enjoyable experiences? Measure the right things. Tell a story. Sweat the small stuff.” Ron Rogowski Forrester VP, Principal Analyst for CX Professionals 5
    6. 6. “Managing our customer experience changed everything. We were spending $35 million a year to piss off our customers [with our old breakfast offering.]” “If you're not in conversation with your customers, how can you possibly know what they want?” "It's easier to hire a nice person than to train someone to be nice.“ - Clyde Guinn, President at Days Inn Worldwide DaysInn is using data from TripAdvisor to help differentiate, improve and increase conversions. They know what a change in incremental Trip Advisor scores means, in terms of profit. 6
    7. 7. “Improving and focusing on customer experience involves a mindset and cultural shift for many companies — this takes time. You must find a way to weave that thinking into the fabric of all that you do as a company. Senior leadership must be all-in, and every employee should be invested in the mission in order for it to work. And it helps to have a dedicated customer experience organization available to develop an enterprise-wide plan and to be accountable for executing the plan.” Tony Ezell, CCO for Eli Lilly 7
    8. 8. “Customer experience innovation is the creation of new customer experiences that drive differentiation and long-term value. “New: customer experience innovations are new to organization, new to customers, and they are new to the world. “Differentiation: New customer experience innovations represent such a departure from the status quo that they provide your organization with a leg up over the competition. “Long-term value: CXi‟s, unlike gimmicks, are relevant for more than 5 mins!” “Your brand determines the QUALITIES of the interactions your customers will have.” “Get Visual! CX Innovation doesn't happen in an excel spreadsheet.” Kerry Bodine VP, Principal Analyst serving Customer Experience Professionals 8
    9. 9. “Remember the rule: „The user is not like me‟.” “Design isn't about presenting a solution, made in a black box, on a silver platter. That doesn't create buy-in.” “Make the right thing, then make the thing right.” “The details are not the details. They make the design.” “Design is a process and a mindset. Imitation may be the highest form of flattery, but its not innovation.” Kerry Bodine VP, Principal Analyst serving Customer Experience Professionals 9
    10. 10. Make the right thing, Make the thing right.
    11. 11. How can customer experience professionals benefit from interest in employee engagement? More engaged employees are more productive. Employee engagement correlates to higher profits. ›How are companies engaging employees to drive CX transformation? Plan: o Create an engagement Inventory o Develop CX vision o Set clear goals Socialize o Make training customer-centric o Communicate in multiple channels o Rituals & conversations Reinforce o Empower employees o Coach front-line managers o Reward the right behaviors How do you advance your employee engagement initiatives? o Make the business case for employee engagement o Turn to outside experts for help crafting engagement training programs o Uncover root causes of employee engagement issues by employing CX principles Sam Stern, Forrester Senior Analyst 11
    12. 12. Sam Stern, Forrester Senior Analyst 12
    13. 13. “If you're not changing you're not growing.” “One size doesn't fit all for ourcustomers. Moving from multi-channel to omni channel because customers demand it.” “We transformed from shareholder-focused to customer and employee-focused.” Safelite‟s CEO answers customer phone calls… every day. Serious #CX focus. Renee Cacchillo, VP of Service Delivery, Safelite Auto Glass 13
    14. 14. • Notable Tweets 14
    15. 15. Notable Tweets 15
    16. 16. Forrester‟s Map to Maturity http://www.cmswire.com/cms/customer-experience/businesses-cant- differentiate-without-customer-experience-forrforum-022768.php
    17. 17. The CXi Score 17 “Financial investment firm Edward Jones tied executive perks to customer experience; it helped the company improve its Forrester CX Index score.” - Anthony Myers, CMSWire
    18. 18. 18
    19. 19. 19
    20. 20. Julie A. Ask, On Breakthrough Mobile Experiences 20
    21. 21. 21
    22. 22. 22
    23. 23. 23 Congrats to all of the #2013Champs!
    24. 24. 24
    25. 25. 25
    26. 26. Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.
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