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Forrester Research, Inc., 60 Acorn park Drive, Cambridge, mA 02140 UsATel: +1 617.613.6000 | Fax: +1 617.613.5000 | www.forrester.comTop 10 Ways To Improve DigitalExperiencesby Kerry Bodine, July 31, 2012FOR: CustomerExperienceprofessionalsKey TaKeaWaysBefore Jumping in With Fixes, companies must determine The BestopportunitiesTo find improvement opportunities that will have the biggest impact on thecustomer experience and business metrics, companies need to start their digitalimprovement projects by analyzing web and app analytics, operational data, andmultiple forms of customer research.great digital experiences don’t happen By accident -- They must Beactively designedFirms need to take a rigorous approach to digital improvement projects. Thismeans learning -- and then sticking to -- a user-centered design process thatincludes research, analysis, ideation, prototyping, and testing. Digital teams thatneed help in this area can tap into a variety of external research and design agencies.digital experience improvement projects must support establishedBusiness objectivesTo maximize digital budgets and ensure ongoing funding, companies need todeliver web, mobile, and tablet touchpoints that align with core brand attributesand support business objectives such as cost savings, revenue generation, andloyalty building. Key to this work: creating a unified customer experience.
Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice toglobal leaders in business and technology. Forrester works with professionals in 17 key roles at major companies providing proprietaryresearch, customer insight, consulting, events, and peer-to-peer executive programs. For more than 29 years, Forrester has been makingIT, marketing, and technology industry leaders successful every day. For more information, visit www.forrester.com. 59015«Forrester Focuses OnCustomer Experience ProfessionalsTo improve the perceived quality of customer interactions with yourcompany, you must leverage emerging digital technologies and leadenterprise-wide customer experience transformations. Forrester helpsyou create forward-thinking strategies to justify decisions and optimizeyour individual, team, and corporate performance.Carl Erickson, client persona representing Customer Experience ProfessionalsAbout ForresterGlobal marketing and strategy leaders turn to Forrester to helpthem make the tough decisions necessary to capitalize on shiftsin marketing, technology, and consumer behavior. We ensure yoursuccess by providing:n Data-driven insight to understand the impact of changingconsumer behavior.n Forward-looking research and analysis to guide your decisions.n Objective advice on tools and technologies to connect you withcustomers.n Best practices for marketing and cross-channel strategy.for more informationTo find out how Forrester Research can help you be successful every day, pleasecontact the office nearest you, or visit us at www.forrester.com. For a complete listof worldwide locations, visit www.forrester.com/about.Client supportFor information on hard-copy or electronic reprints, please contact Client Supportat +1 866.367.7378, +1 617.613.5730, or firstname.lastname@example.org. We offerquantity discounts and special pricing for academic and nonprofit institutions.