How Knowing The Voice Of Your Customers Can Help Solve The CX Technology Puzzle Joana van den Brink-Quintanilha, Analyst February 6, 2014
Aug 20, 2015
How Knowing The Voice Of Your
Customers Can Help Solve The
CX Technology Puzzle
Joana van den Brink-Quintanilha, Analyst
February 6, 2014
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Empowered customers have given rise to a new era
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With four market imperatives
Transform
the customer
experience
Embrace
the mobile
mind shift
Become
a digital
disruptor
Age of the
Customer
Turn big data
into business
insights
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Only the customer-obsessed will survive
A 20-year business cycle in which successful
enterprises will reinvent themselves to
systematically understand and serve increasingly
powerful customers.
Source: October 10, 2013, “Technology Management In The Age Of The Customer” Forrester report
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Transform the customer experience
Our view: Customer obsession
requires real investment in
customer experience to build
relationships and amplify fans.
• 90% of firms say customer
experience is a top strategic priority
for their company.
• But only 3% manage to deliver
excellent customer experience.
• Transformation requires discipline to
design and manage an entire
customer experience ecosystem.
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The continuous cycle of VoC program activities
Source: May 1, 2013, “How To Build Your Voice Of The Customer Program” Forrester report
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Three stages of VoC program maturity
Source: May 1, 2013, “How To Build Your Voice Of The Customer Program” Forrester report
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VoC sophistication tends to increase on the path to CX maturity
Source: June 27, 2013, “The Path To Customer Experience Maturity” Forrester report
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Customer-centricity is your best bet for sustainable competitive advantage
Source: Watermark Consulting
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Source: www.guardian.com
We have also entered the mobile mindshift
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Embrace the mobile mind shift
Our view: Mobility has trained people to
expect any information or service to be
available to them in their moment of need.
• 1 in 5 has “shifted” - a measure of their
number of devices, how frequently they
connect, and from how many locations daily.
• Companies must build strategies that use
mobile to improve the frequency and quality
of their customer experiences.
• Context is key: Knowing customer situations,
attitudes, and preferences in the moment.
Few digital strategists use context properly.
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Customers are not bound to physical locations when engaging with companies
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Succeeding in the age of the customer
To succeed in the age of the customer, enterprises will
need to reinvent themselves to systematically
understand and serve increasingly powerful
customers by combining customer experience (CX)
know-how and technology.
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How do you successfully combine
CX and technology, and what role
does VoC play in this?
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Agenda
› You can’t buy CX in a box.
› Forget the tech – focus on the vision.
› Make the vision a reality:
• Frame the hypothesis.
• Place your bets.
• Implement with agility.
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Agenda
› You can’t buy CX in a box.
› Forget the tech – focus on the vision.
› Make the vision a reality:
• Frame the hypothesis.
• Place your bets.
• Implement with agility.
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
The customer experience ecosystem is complex and evolving
Source: February 28, 2013, “The Customer Experience Ecosystem” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
Agenda
› You can’t buy CX in a box.
› Forget the tech – focus on the vision.
› Make the vision a reality:
• Frame the hypothesis.
• Place your bets.
• Implement with agility.
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
Focus on the vision
› Effective human-centred design. Bring actual customers and prospects
into the research, analysis, ideation, prototyping, testing, and iteration
stages of the design process.
› Measured risk-taking. Firms don't have the luxury of waiting years to
plan and launch a new kind of experience. The key is to make necessary
improvements to today's experiences while taking occasional risks as new
technologies and consumer needs arise.
› Agile development processes. Use voice of the customer to direct Agile
methods as the design unfolds and as customer needs change.
Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
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Agenda
› You can’t buy CX in a box.
› Forget the tech – focus on the vision.
› Make the vision a reality:
• Frame the hypothesis.
• Place your bets.
• Implement with agility.
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Steps for framing the hypothesis
Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Agenda
› You can’t buy CX in a box.
› Forget the tech – focus on the vision.
› Make the vision a reality:
• Frame the hypothesis.
• Place your bets.
• Implement with agility.
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
Steps for placing your bets
Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
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VoC can help you take some measured risks
Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
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Plot opportunities on a value map
Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
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Agenda
› You can’t buy CX in a box.
› Forget the tech – focus on the vision.
› Make the vision a reality.
• Frame the hypothesis.
• Place your bets.
• Implement with agility.
© 2014 Forrester Research, Inc. Reproduction Prohibited 27
Steps for implementing with agility
Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
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Implement based on minimum viable product
Source: January 27, 2014, “How To Solve The CX Technology Puzzle” Forrester report
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Next steps
1. Assess whether your organization has the basics of your VoC
program in place:
• Do you collect solicited feedback (surveys)?
• Do you collect unsolicited feedback (reviews)?
• Do you identify problems with CX based on VoC?
2. Use VoC to frame the hypothesis:
• Top customer tasks
• Monitor completion rate and ease of completion.
3. Use VoC to score potential CX improvements based on value to
customer:
• Find out who you need to involve to score feasibility (people,
process, and technology).
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