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Serving The Perpetually Connected Customer

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  • 1. Serving The Perpetually Connected Customer Melissa Parrish Research Director Principal Analyst @MelissaRParrish
  • 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. 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. 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. Image source: Facebook (https://www.facebook.com/)
  • 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. 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. 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. 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. 1. Become a trusted agent Image source: Mercedes-Benz (http://www.mbusa.com/mercedes/index) © 2013 Forrester Research, Inc. Reproduction Prohibited 10
  • 11. 2. Solve a customer problem Image source: Dexigner (http://www.dexigner.com/news/24627) © 2013 Forrester Research, Inc. Reproduction Prohibited 11
  • 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. 4. Automate mundane tasks Image source: OnTheGeek (http://onthegeek.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 13
  • 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. 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. 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. 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. Tesco Homeplus re-thinks “offline” Image source: Tesco (http://www.tesco.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 18
  • 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. Nike fulfills customers’ everyday needs Image source: Nike+ Running App, Nike (http://nikeplus.nike.com/plus/) © 2013 Forrester Research, Inc. Reproduction Prohibited 20
  • 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. Verizon adds higher-quality experiences Image source: iTunes store, Apple (http://www.apple.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 22
  • 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. Partner with digital disruptors © 2013 Forrester Research, Inc. Reproduction Prohibited 24
  • 25. Recommendations What should you do right now? © 2013 Forrester Research, Inc. Reproduction Prohibited 25
  • 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. 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. › Embrace the Mobile Mind Shift. Learn new strategies and solutions >> › solutions.forrester.com/mobile © 2013 Forrester Research, Inc. Reproduction Prohibited 28