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Service Experience Conference 2013 | Kerry Bodine | Keynote

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Service Experience Conference 2013 | Kerry Bodine | Keynote

  1. 1. From UX to CX Kerry Bodine, Vice President & Principal Analyst October 4, 2013 @kerrybodine
  2. 2. © 2013 Forrester Research, Inc. Reproduction Prohibited 2 A little bit about me
  3. 3. © 2013 Forrester Research, Inc. Reproduction Prohibited 3 › 1995: Designed & developed my first web app at AT&T Bell Labs › 1996: Webmaster for IUAA › 1999 – 2001: Managed a web design & development team at a dot com › 2002 – 2004: MHCI from CMU › 2002 – 2004: Interaction designer › 2004: Forrester analyst
  4. 4. Fuji neglects to put prices on print selection and order summary screens!
  5. 5. © 2013 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Will companies ever appoint Chief Experience Officers?
  7. 7. © 2012 Forrester Research, Inc. Reproduction Prohibited January 2012 “Three Organizational Models For Chief Customer Officers” CCOs Have Diverse Backgrounds
  8. 8. © 2013 Forrester Research, Inc. Reproduction Prohibited 9
  9. 9. How customers perceive their interactions with your company
  10. 10. © 2013 Forrester Research, Inc. Reproduction Prohibited 11 UX
  11. 11. © 2013 Forrester Research, Inc. Reproduction Prohibited 12 CX UX
  12. 12. © 2013 Forrester Research, Inc. Reproduction Prohibited 13 CX SD UX
  13. 13. © 2013 Forrester Research, Inc. Reproduction Prohibited 14
  14. 14. © 2013 Forrester Research, Inc. Reproduction Prohibited 15 Why do executives care about CX?
  15. 15. © 2013 Forrester Research, Inc. Reproduction Prohibited 16 Why do executives care about CX? Reason #1: They’re scared
  16. 16. Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report Age of Manufacturing Age of Distribution Age of Information Age of the Customer
  17. 17. Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report Age of Manufacturing Age of Distribution Age of Information Age of the Customer
  18. 18. Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report Age of Manufacturing Age of Distribution Age of Information Age of the Customer
  19. 19. Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report Age of Manufacturing Age of Distribution Age of Information Age of the Customer
  20. 20. Companies can no longer compete on product features.
  21. 21. Customer experience leaders have set new standards.
  22. 22. Consumers have more power than ever.
  23. 23. Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report Age of Manufacturing Age of Distribution Age of Information Age of the Customer
  24. 24. © 2013 Forrester Research, Inc. Reproduction Prohibited 25 Why do executives care about CX? Reason #1: They’re scared Reason #2: CX is worth billions
  25. 25. How customers perceive their interactions with your company
  26. 26. How customers perceive their interactions with your company
  27. 27. Meets Needs Easy Enjoyable
  28. 28.   Willingness to consider another purchase   Likelihood to recommend to a friend   Likelihood to switch business to a competitor Customer experience correlates with loyalty
  29. 29. Wireless service providers Airlines Hotels Credit card providers Car rental companies Health plans Insurance providers TV service providers Banks Retailers $3,149 million $2,339 million $1,131 million $866 million $447 million $306 million $262 million $261 million $237 million $227 million
  30. 30. Two stock portfolios CX Leaders Top 10 publicly traded companies in the Customer Experience Index CX Laggards Bottom 10 publicly traded companies in the Customer Experience Index
  31. 31. © 2012 Forrester Research, Inc. Reproduction Prohibited Invested $10k in that year’s CX Leaders Invested $10k in that year’s CX Laggards 2007 Reinvested in that year’s CX Leaders Reinvested in that year’s CX Laggards2008 Reinvested in that year’s CX Leaders Reinvested in that year’s CX Laggards2011 Reinvested in that year’s CX Leaders Reinvested in that year’s CX Laggards2010 Reinvested in that year’s CX Leaders Reinvested in that year’s CX Laggards2009 Reinvested in that year’s CX Leaders Reinvested in that year’s CX Laggards2012
  32. 32. CXi Leaders 43.0% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% Cumulativetotalreturn 6-year stock performance Source: Watermark Consulting S&P 500 Index 14.5% CXi Laggards -33.9%
  33. 33. CXi Leaders 43.0% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% Cumulativetotalreturn 6-year stock performance Source: Watermark Consulting S&P 500 Index 14.5% CXi Laggards -33.9%
  34. 34. CXi Leaders 43.0% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% Cumulativetotalreturn 6-year stock performance Source: Watermark Consulting S&P 500 Index 14.5% CXi Laggards -33.9%
  35. 35. © 2013 Forrester Research, Inc. Reproduction Prohibited 38 So what’s the problem?
  36. 36. ?
  37. 37. X
  38. 38. © 2013 Forrester Research, Inc. Reproduction Prohibited 49 What are the tools of CX?
  39. 39. Forrester’s Customer Experience Maturity Model
  40. 40. Strategy Customer Understanding Design Measurement Governance Culture
  41. 41. Strategy Customer Understanding Design Measurement Governance Culture
  42. 42. © 2013 Forrester Research, Inc. Reproduction Prohibited 53 53
  43. 43. © 2013 Forrester Research, Inc. Reproduction Prohibited 54
  44. 44. © 2013 Forrester Research, Inc. Reproduction Prohibited 55 55
  45. 45. © 2013 Forrester Research, Inc. Reproduction Prohibited 56 56 kangaroo tacos
  46. 46. © 2013 Forrester Research, Inc. Reproduction Prohibited 57 PurposefulInclusive Social Familiar
  47. 47. Everyday Heroes
  48. 48. We give our guests flexible options so they can be themselves. That way they don’t have to leave the hotel to get what they want. They can find it at the Holiday Inn. The Social Hub
  49. 49. © 2013 Forrester Research, Inc. Reproduction Prohibited 62 62 Social
  50. 50. Familiar
  51. 51. Strategy Customer Understanding Design Measurement Governance Culture
  52. 52. © 2013 Forrester Research, Inc. Reproduction Prohibited 65 CX SD UX Strategy Understanding Design
  53. 53. Strategy Customer Understanding Design Measurement Governance Culture
  54. 54. Discipline 4: Measurement
  55. 55. bring humanity back to travel
  56. 56. I’m going to tell my friends how awesome this airline is. OMG! I’m going to fly on JetBlue next time I travel.
  57. 57. Outcome Perception Descriptive
  58. 58. Discipline 5: Governance
  59. 59. Customer Advocacy Council Product Dev Business Unit Marketing Support Business Unit Finance Business Process Mgmt
  60. 60. Customer Advocacy Council Business Process Improvement Council
  61. 61. Discipline 6: Culture
  62. 62. © 2013 Forrester Research, Inc. Reproduction Prohibited 80 Change culture through 3 main levers: › Hiring › Socialization › Rewards
  63. 63. © 2013 Forrester Research, Inc. Reproduction Prohibited 81
  64. 64. © 2013 Forrester Research, Inc. Reproduction Prohibited 82 We will provide fast, easy access to credit for purchases. We will build long-term relationships through trust. We will provide customized payment options that meet customer needs. We will make it easy for customers to manage their accounts. We will improve sales and business performance for the channels. We will provide fast, easy access to credit for purchases. We will build long-term relationships through trust. We will provide customized payment options that meet customer needs. We will make it easy for customers to manage their accounts. We will provide fast, easy access to credit for purchases. We will build long-term relationships through trust. We will provide customized payment options that meet customer needs. We will provide fast, easy access to credit for purchases. We will build long-term relationships through trust. We will provide fast, easy access to credit for purchases.
  65. 65. © 2013 Forrester Research, Inc. Reproduction Prohibited 83
  66. 66. © 2013 Forrester Research, Inc. Reproduction Prohibited 84 Monthly training sessions Year one Customer experience projects Year two
  67. 67. © 2013 Forrester Research, Inc. Reproduction Prohibited 85
  68. 68. © 2013 Forrester Research, Inc. Reproduction Prohibited 86 The collections touchpoint has one of the highest experience scores in the company.
  69. 69. © 2013 Forrester Research, Inc. Reproduction Prohibited 87 The collections touchpoint has one of the highest experience scores in the company.
  70. 70. Strategy Customer Understanding Design Measurement Governance Culture
  71. 71. © 2013 Forrester Research, Inc. Reproduction Prohibited 89 CX SD UX Measurement Governance Culture
  72. 72. © 2013 Forrester Research, Inc. Reproduction Prohibited 90 Why should you care about CX?
  73. 73. © 2013 Forrester Research, Inc. Reproduction Prohibited 91 CX
  74. 74. © 2013 Forrester Research, Inc. Reproduction Prohibited 92 You’ve got two options: › Stay in UX or SD – and do better work by aligning yourself with CX. › Move to CX – and apply your UX or SD skills to broader CX initiatives.
  75. 75. © 2013 Forrester Research, Inc. Reproduction Prohibited 95 CX SD UX
  76. 76. © 2013 Forrester Research, Inc. Reproduction Prohibited 96 CX SD
  77. 77. © 2013 Forrester Research, Inc. Reproduction Prohibited 97 CXSD
  78. 78. © 2013 Forrester Research, Inc. Reproduction Prohibited 98 CXSD $
  79. 79. Thank you Kerry Bodine kbodine@forrester.com blogs.forrester.com/kerry_bodine @kerrybodine outsidein.forrester.com #outsidein

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