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WEBINAR Predictions 2018: The Crisis Of Trust And How Smart Brands Will Shape CX In Response Ryan Hart, Principal Analyst David Truog, Vice President, Research Director November 14, 2017. Call in at 12: 55 p. m. Eastern time © 2017 FORRESTER. REPRODUCTION PROHIBITED.
We work with business and technology leaders to develop customer-obsessed strategies that drive growth. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 3
Agenda › CX quality has stalled in a crisis of trust. › Companies will respond to this crisis in four ways. › How authentic brands will shape CX in 2018 4
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“We aren’t really in the chicken business; we are in the people business. ” — S. Truett Cathy © 2017 Forrester Research, Inc. Reproduction Prohibited 7
Customer experience (CX) Call center Brand Website Mobile site © 2017 Forrester Research, Inc. Reproduction Prohibited Employee experience In-store Marketing 8
68% of firms aspire to be a CX leader but. . . only and 16% deliver “good” CX 0 brands deliver “excellent” CX. Base: 18, 277 global decision makers and influencers and 118, 992 US online consumers (18+) who interacted with a specific brand in the past 12 months; Source: Forrester Data Global Business Technographics ® Priorities And Journey Survey, 2017 and Forrester Data Customer Experience Index Online Survey, US Consumers 2017 © 2017 Forrester Research, Inc. Reproduction Prohibited 9
Distribution of US CX Index Scores 2016 to 2017 Source: The US Customer Experience Index, 2017 Forrester report © 2017 Forrester Research, Inc. Reproduction Prohibited 10
OECD consumer confidence index © 2017 Forrester Research, Inc. Reproduction Prohibited 11
1 Brands that own their values will break away from those that merely borrow them. Source: Forrester Research © 2017 Forrester Research, Inc. Reproduction Prohibited 12
Customers consider company values when they buy Source: Forrester Readiness Index: e. Commerce, 2016 Forrester report © 2017 Forrester Research, Inc. Reproduction Prohibited 13
Brands that borrow values will repel customers. © 2017 Forrester Research, Inc. Reproduction Prohibited
Brands rooted in values will draw customers. © 2017 Forrester Research, Inc. Reproduction Prohibited
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“Don’t compromise yourself. You are all you’ve got. ” — Janis Joplin © 2017 Forrester Research, Inc. Reproduction Prohibited
2 © 2017 Forrester Research, Inc. Reproduction Prohibited Smart companies deepen customer understanding beyond the low-hanging fruit. 18
Lloyds Bank has embraced end-to-end service design Source: Case Study: Lloyds Banking Group's Journey-Focused Digital Transformation Forrester report © 2017 Forrester Research, Inc. Reproduction Prohibited 19
3 © 2017 Forrester Research, Inc. Reproduction Prohibited B 2 B firms move from “just selling” to customer success management (CSM). 20
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4 Brands increasingly serve distinct communities rather than the mass market. © 2017 Forrester Research, Inc. Reproduction Prohibited 23
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Source: The US Customer Experience Index, 2017 Forrester report © 2017 Forrester Research, Inc. Reproduction Prohibited 25
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§ Brands that own their values will break away from those that merely borrow them. § Companies deepen customer understanding beyond the low-hanging fruit. § B 2 B firms move from “just selling” to customer success management (CSM). § Brands increasingly serve distinct communities rather than the mass market. Source: Forrester Research © 2017 Forrester Research, Inc. Reproduction Prohibited 27
§ Brands that own their values will break away from those that merely borrow them. § Companies deepen customer understanding beyond the low-hanging fruit. § B 2 B firms move from “just selling” to customer success management (CSM). § Brands increasingly serve distinct communities rather than the mass market. Source: Forrester Research © 2017 Forrester Research, Inc. Reproduction Prohibited 28
Thank you Ryan Hart rhart@forrester. com Twitter: @RHart. CX David Truog dtruog@forrester. com
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