The document summarizes notes from the 2010 Forrester Customer Experience Forum. Speakers at the forum discussed challenges with implementing superior customer experiences, the importance of customer retention, exploiting customer senses in experiences, living the brand in all customer interactions, and the need for internal engagement to improve customer experience. The forum also addressed developing customer insight and personalized, coordinated engagement across channels.

1. notes and quotes from
Forrester’s Customer Experience Forum:
Creating Breakthrough Customer Experiences
Forrester Customer Experience Forum 2010
1 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

2. on creating emotionally engaging experiences:
the experience is its own reward
Ron Rogowski, Principle Analyst,
Forrester
Forrester Customer Experience Forum 2010
2 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

3. on the chasm between strategy and actual experience:
80% of CEOs believe they offer a superior
customer experience;
only 8% of their customers agree
Tim Suther, Vice President – Global Multichannel
Marketing Services, Acxiom
Forrester Customer Experience Forum 2010
3 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

4. a customer experience capability model:
develop a
marketing
central deliver
reach & apply multi-
nervous personalized
engage your dimensional
system which and
audience via customer
remembers & coordinated
narrowcasting insight
learns from every engagement
customer
interaction
Tim Suther, Vice President – Global Multichannel
Marketing Services, Acxiom
Forrester Customer Experience Forum 2010
4 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

5. on implementing superior customer experiences:
I don’t know if you can [simply] tell people
to change; it needs to be fundamental to
your strategy
Tim Suther, Vice President – Global Multichannel
Marketing Services, Acxiom
Forrester Customer Experience Forum 2010
5 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

6. on the importance of the customer experience:
client retention is the new acquisition
Sabrina Wiewel, Chief Tax
Network Officer, H&R Block
Forrester Customer Experience Forum 2010
6 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

7. on why “be efficient” is one of AmEx’s tenets of
building relationships with customers:
our customers’ time is important –
we’re an interruption
Reena Panikar, VP Customer
Service, American Express
Forrester Customer Experience Forum 2010
7 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

8. on creating breakthrough experiences:
exploit the senses -- ask: “what role
does touch, movement, visualization
[etc.] play in the total experience?”
James L. McQuivey, VP/Principal Analyst,
Forrester Research
Forrester Customer Experience Forum 2010
8 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

9. on living the brand:
demonstrate what’s important to you
in every experience
Dan Hesse, CEO, Sprint
Forrester Customer Experience Forum 2010
9 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

10. on the customer experience “journey” at Allstate:
it never ends…
we’re always evolving, always learning
Patty VanLammeren, Chief Customer
Experience Officer, Allstate Insurance
Forrester Customer Experience Forum 2010
10 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

11. on making customer experience changes:
success is the systemic improvement in the
process across the enterprise
Patty VanLammeren, Chief Customer
Experience Officer, Allstate Insurance
Forrester Customer Experience Forum 2010
11 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

12. on getting internal traction for customer experience:
strategy doesn’t matter without engagement,
ownership, accountability
Patty VanLammeren, Chief Customer
Experience Officer, Allstate Insurance
Forrester Customer Experience Forum 2010
12 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

13. on embracing what differentiates your brand:
be who you are
John Costello, Chief Global
Customer & Marketing Officer,
Dunkin' Brands
Forrester Customer Experience Forum 2010
13 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

14. on having fun:
this is the best time to be in marketing
John Costello, Chief Global
Customer & Marketing Officer,
Dunkin' Brands
Forrester Customer Experience Forum 2010
14 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10

15. when the guest experience is defined by
a 2-foot square window:
John Costello, Chief Global
Customer & Marketing Officer,
Dunkin' Brands
Forrester Customer Experience Forum 2010
15 © 2010 Denise Lee Yohn, Inc.
06.29 – 06.30.10