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Posted in Customer Engagement
Verint ● Driving Innovation ● Baltimore ● Day 3
This morning at Driving Innovation 2013, Verint welcomed guest keynote speaker, industry analyst and author Harley Manning.
As VP and research director at Forrester, Manning took center stage and spoke to the topic of the book he co-authored with colleague Kerry Bodine, “Outside In: The Power of Putting Customers at the Center of Your Business.”
So why focus on Customer Experience (CX), and why now, he asked?
The new reality is that customers have more choices than ever before, courtesy of our global economy. They have options galore, information (and with it, information overload), and a multitude of devices that enable access to almost anything, anywhere, anytime. By most counts, this is a good thing. But until organizations get their arms around their part in mastering the equation, it continues to be a source of uncertainty for some, and even angst for others.
Says Manning, “What we concluded was that companies that want to survive and thrive in today’s reality will adopt a perspective that reflects today’s reality—a reality where the balance of power has shifted to their customers. It’s a perspective that we call ‘Outside In,’ which was also the genesis of our new book about customer experience.”
At the start, there’s the customer journey, he explained. Customer experiences he says are how customers perceive their interactions with a company. That seems obvious enough. One way to think about it is through the lens of the “customer experience pyramid.” This is a model in which the “base” equates to meeting customer needs. The next step up centers on “ease”—how easy is a company to do business with? And at the top is the “enjoyment factor,” where the best experiences are pleasurable and can lead to loyalty, the ultimate nirvana.
Manning likes to share the Forrester “Customer Experience Index” as a backdrop to illustrate the direct correlation between customer experiences and loyalty. Consider these three questions: What is a customer’s willingness to make future purchases from a company? What is his/her likelihood to recommend it to a friend? And what is his/her propensity to switch to a competitor? These actions speak far louder than words and are critical indicators.
The good news is there are technologies today—such as Voice of the Customer Analytics—that can help organizations analyze and act on these very indicators.
At Forrester, Manning and colleagues study the most important things that companies do to create superior customer experiences. Taking it a step further, he highlighted the “6 Principles of CX”—Strategy, Customer Understanding, Design, Measurement, Governance and Culture. And during the keynote, as well as throughout his book, he pointed to the power of examples, sprinkling the “what to dos” and “how tos” behind the initiatives of organizations taking a bottoms up approach to the customer experience.
As for next steps, Manning’s “know before you go” takeaway pointed to additional insights and resources available at http://forr.com/cxmaturity.
Follow Harley Manning at @hmanning and blogs.forrester.com/harley_manning.
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