Serving The Perpetually
Connected Customer
Melissa Parrish
Research Director
Principal Analyst
@MelissaRParrish
Agenda

› What are perpetually connected
customers’ new expectations?

› How can you serve them?
› Are you ready to delive...
Agenda

› What are perpetually connected
customers’ new expectations?

› How can you serve them?
› Are you ready to delive...
The Mobile Mind Shift
The expectation that any
desired information or service is
available, on any appropriate
device, in ...
Image source: Facebook (https://www.facebook.com/)
Perpetually connected customers . . .

› Turn to technology for convenience.
• Two-thirds of shifted segments like online ...
Perpetually connected customers . . .

› Will reveal personal info in exchange for:
• Faster (27%) and better (29%) custom...
Shorten the distance…
What your
perpetually
connected
customers
want

What they
actually
get

…through utility-based exper...
Agenda

› What are perpetually connected
customers’ new expectations?

› How can you serve them?

› Are you ready to deliv...
1. Become a trusted agent

Image source: Mercedes-Benz (http://www.mbusa.com/mercedes/index)
© 2013 Forrester Research, In...
2. Solve a customer problem

Image source: Dexigner (http://www.dexigner.com/news/24627)
© 2013 Forrester Research, Inc. R...
3. Get out of the customer’s way

Image source: AndroidAuthority.com (http://www.androidauthority.com/)
© 2013 Forrester R...
4. Automate mundane tasks

Image source: OnTheGeek (http://onthegeek.com/)
© 2013 Forrester Research, Inc. Reproduction Pr...
5. Fulfill a need they didn’t know they had

Image source: SDCR Business Systems (http://www.sdcr.com/)
© 2013 Forrester R...
Agenda

› What are perpetually connected
customers’ new expectations?

› How can you serve them?

› Are you ready to deliv...
Frequent, high-quality experiences are
key
›

›
›

Forrester’s
Customer
Experience
Index
Net Promoter
Customer
satisfactio...
If you’re in this quadrant . . .
Quality of experiences
Starbucks
Apple
Disney
USAA

Expand your
relationships.
Frequency ...
Tesco Homeplus re-thinks “offline”

Image source: Tesco (http://www.tesco.com/)
© 2013 Forrester Research, Inc. Reproducti...
If you’re in this quadrant . . .
Quality of experiences
Create reasons
to interact more
often.

Mayo Clinic

Virgin Atlant...
Nike fulfills customers’ everyday needs

Image source: Nike+ Running App, Nike (http://nikeplus.nike.com/plus/)
© 2013 For...
If you’re in this quadrant . . .
Quality of experiences

Frequency of
experiences
Bank of
America
Comcast

© 2013 Forreste...
Verizon adds higher-quality experiences

Image source: iTunes store, Apple (http://www.apple.com/)
© 2013 Forrester Resear...
If you’re in this quadrant . . .
Quality of experiences

Frequency of
experiences

Redefine service
and
partnerships.
© 20...
Partner with digital disruptors

© 2013 Forrester Research, Inc. Reproduction Prohibited

24
Recommendations
What should you do right now?

© 2013 Forrester Research, Inc. Reproduction Prohibited

25
Shorten the distance…
What your
perpetually
connected
customers
want

What they
actually
get

…through utility-based exper...
2. Evaluate your customers on the mobile mind
shift index.
3. Add up your nonadvertising interactions to
determine the fre...
› Embrace the Mobile Mind Shift.
Learn new strategies and solutions >>

› solutions.forrester.com/mobile

© 2013 Forrester...
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Serving The Perpetually Connected Customer

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Transcript of "Serving The Perpetually Connected Customer"

  1. 1. Serving The Perpetually Connected Customer Melissa Parrish Research Director Principal Analyst @MelissaRParrish
  2. 2. Agenda › What are perpetually connected customers’ new expectations? › How can you serve them? › Are you ready to deliver against their needs? © 2013 Forrester Research, Inc. Reproduction Prohibited 2
  3. 3. Agenda › What are perpetually connected customers’ new expectations? › How can you serve them? › Are you ready to deliver against their needs? © 2013 Forrester Research, Inc. Reproduction Prohibited 3
  4. 4. The Mobile Mind Shift The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need. © 2013 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. Image source: Facebook (https://www.facebook.com/)
  6. 6. Perpetually connected customers . . . › Turn to technology for convenience. • Two-thirds of shifted segments like online shopping because it’s easier than going to a store. • More than one in three Perpetuals use alternate payment solutions because it’s a hassle to enter credit card information. © 2013 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. Perpetually connected customers . . . › Will reveal personal info in exchange for: • Faster (27%) and better (29%) customer service. • Loyalty program points (43%). • VIP perks like skipping lines and premium reservations (49%). © 2013 Forrester Research, Inc. Reproduction Prohibited 7
  8. 8. Shorten the distance… What your perpetually connected customers want What they actually get …through utility-based experiences © 2013 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. Agenda › What are perpetually connected customers’ new expectations? › How can you serve them? › Are you ready to deliver against their needs? © 2013 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. 1. Become a trusted agent Image source: Mercedes-Benz (http://www.mbusa.com/mercedes/index) © 2013 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. 2. Solve a customer problem Image source: Dexigner (http://www.dexigner.com/news/24627) © 2013 Forrester Research, Inc. Reproduction Prohibited 11
  12. 12. 3. Get out of the customer’s way Image source: AndroidAuthority.com (http://www.androidauthority.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 12
  13. 13. 4. Automate mundane tasks Image source: OnTheGeek (http://onthegeek.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. 5. Fulfill a need they didn’t know they had Image source: SDCR Business Systems (http://www.sdcr.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 14
  15. 15. Agenda › What are perpetually connected customers’ new expectations? › How can you serve them? › Are you ready to deliver against their needs? © 2013 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. Frequent, high-quality experiences are key › › › Forrester’s Customer Experience Index Net Promoter Customer satisfaction surveys Quality of experiences Frequency of experiences Purchases, use and services (not advertising) © 2013 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. If you’re in this quadrant . . . Quality of experiences Starbucks Apple Disney USAA Expand your relationships. Frequency of experiences © 2013 Forrester Research, Inc. Reproduction Prohibited 17
  18. 18. Tesco Homeplus re-thinks “offline” Image source: Tesco (http://www.tesco.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 18
  19. 19. If you’re in this quadrant . . . Quality of experiences Create reasons to interact more often. Mayo Clinic Virgin Atlantic Airways Frequency of experiences © 2013 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. Nike fulfills customers’ everyday needs Image source: Nike+ Running App, Nike (http://nikeplus.nike.com/plus/) © 2013 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. If you’re in this quadrant . . . Quality of experiences Frequency of experiences Bank of America Comcast © 2013 Forrester Research, Inc. Reproduction Prohibited Improve your experiences. 21
  22. 22. Verizon adds higher-quality experiences Image source: iTunes store, Apple (http://www.apple.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 22
  23. 23. If you’re in this quadrant . . . Quality of experiences Frequency of experiences Redefine service and partnerships. © 2013 Forrester Research, Inc. Reproduction Prohibited Health insurers 23
  24. 24. Partner with digital disruptors © 2013 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. Recommendations What should you do right now? © 2013 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. Shorten the distance… What your perpetually connected customers want What they actually get …through utility-based experiences © 2013 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. 2. Evaluate your customers on the mobile mind shift index. 3. Add up your nonadvertising interactions to determine the frequency of your customer experiences. 4. Use customer satisfaction measures to determine the quality of your experiences. 5. Plot your company on the assessment chart. © 2013 Forrester Research, Inc. Reproduction Prohibited 27
  28. 28. › Embrace the Mobile Mind Shift. Learn new strategies and solutions >> › solutions.forrester.com/mobile © 2013 Forrester Research, Inc. Reproduction Prohibited 28
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