{"id":17491,"date":"2017-06-22T18:40:33","date_gmt":"2017-06-22T18:40:33","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/forrester-cxnyc-breakaway-customer-experiences-made\/"},"modified":"2025-02-18T17:06:36","modified_gmt":"2025-02-18T17:06:36","slug":"forrester-cxnyc-breakaway-customer-experiences-made","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/forrester-cxnyc-breakaway-customer-experiences-made\/","title":{"rendered":"Forrester #CXNYC: What Breakaway Customer Experiences Are Made Of"},"content":{"rendered":"

In the last week, Amazon bought Whole Foods<\/a>\u00a0and launched Prime Wardrobe<\/a>. Are either of these moves surprising to you? Likely not if you are as obsessed with your customers as Amazon is.\u00a0This was not merely a play to merge offline brick-and-mortar shopping with its digital business into one omnichannel retail union, but rather the next step for the brand who is focused on\u00a0putting\u00a0its customers at the core.\u00a0It\u2019s the type of play that breakaway customer experiences are made of, and a perfectly timed market move to be the\u00a0topic\u00a0of\u00a0conversation\u00a0at Forrester\u2019s Customer Experience Forum this week in NYC.<\/p>\n

Perceptions are realities, and define customer experiences.<\/h4>\n

The devil is in the details when it comes to customer experience; it is all about the tiny nuances that make or break customers’ perceptions of your brand. Is\u00a0the\u00a0customer waiting on hold or in line for more time than is\u00a0acceptable\u00a0to him? Does she have to login to your website to re-order a recurring product, or did she just ask Alexa to\u00a0\u201cbuy more paper towels\u201d?<\/p>\n

How customers perceive their interactions with your organization<\/a>\u00a0includes how they feel about your brand and the emotions the experiences evoke.\u00a0One\u00a0of the recurring\u00a0themes over the two days is the\u00a0impactful role that emotion has on\u00a0customer\u00a0loyalty, because ultimately\u00a0how\u00a0customers feel is what matters most. Negative feelings such as frustration, disrespect and annoyance erode a customer’s relationship and loyalty with your brand.\u00a0When a customer feels\u00a0comfortable\u00a0and confident in the brand, or value and appreciated, positive emotions are evoked.<\/p>\n

For instance, Carnival Corporation’s Chief Experience and Innovation Officer John Padgett shared his thesis behind the cruise liner\u2019s new Ocean Medallion<\/a>: when the brand reduces friction for guests, guests increase consumption in the form of higher spend and more onboard engagement, and ultimately guests’ experiences are maximized.\u00a0The tiny\u00a0wearable\u00a0tracks\u00a0the guest’s account, digital identity and footprint, replacing wallets, keys cards and tickets for a seamless and personalized experience. At\u00a0Carnival,\u00a0guest centricity leveraged\u00a0across\u00a0the company\u2019s scale enables a\u00a0frictionless, easy\u00a0guest experience at every\u00a0dimension\u00a0\u2014\u00a0online, onboard and at sea.<\/p>\n

\n
\n
\"\"<\/dt>\n
Live visualization during sessions captured the key\u00a0themes and commentary at Forrester CXNYC 2017.\u00a0<\/dd>\n<\/dl>\n<\/div>\n

 <\/p>\n

Why emotion and personalization matter for\u00a0breakaway\u00a0customer\u00a0experiences.<\/h4>\n
\n

Understanding customers’ intentions allows for the business to build and design experiences for an\u00a0emotional\u00a0connection, rather than for a demographic or customer segment. Forrester analyst<\/a> Anjali Lai<\/a>\u00a0urged the audience to “bake empathy into digital design\u201d\u00a0and\u00a0use technology to amplify and forge a closer, more personal human interaction with customers, when she debunked the myth that technology dilutes\u00a0emotional\u00a0experiences.<\/p>\n<\/div>\n

\n

Alexandra Cavoulacos, co-founder and COO<\/a>\u00a0of millennial job site The Muse,\u00a0also agreed and emphasized the need for human-to-human connection in customer experience. Every job seeker is looking to be found,\u00a0appreciated and desired when on the career hunt, but because each\u00a0person\u2019s profession is tightly\u00a0tied to her identity, the wrong experience can\u00a0evoke negative\u00a0feelings\u00a0such as frustration or annoyance.<\/p>\n<\/div>\n

\n

Likely the other primary industry that is built on a person\u2019s unique identity is healthcare.\u00a0Todd Walthall, SVP of Customer Experience,<\/a> shared why\u00a0Blue Shield of California\u2019s customer experience needs to be personal, and what that means to the business. His focus on creating a service worthy of family and friends means personalizing every interaction with its\u00a0members built on digital connection and completely taking caring of every member as a person first while helping them navigate any complexities.<\/p>\n<\/div>\n

Every\u00a0sector \u2014 from travel to recruiting to healthcare \u2014 needs to\u00a0obsess about it’s customers rather than waiting for Amazon to raise the bar on customer experience expectations for them.\u00a0How a brand engages customers<\/a>\u00a0across every lifecycle touchpoint is what matters most as part of a customer experience strategy, and will determine how your business and brand will be remembered.<\/p>\n","protected":false},"excerpt":{"rendered":"

A recap of the conference\u2019s core themes on designing customer experiences that are built on human emotion, personalized engagement and customer-centricity.<\/p>\n","protected":false},"author":4,"featured_media":19678,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[],"blog-topic":[75,78,125],"class_list":["post-17491","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","blog-topic-best-practices","blog-topic-customer-care","blog-topic-trends-research"],"acf":[],"yoast_head":"\nForrester #CXNYC: What Breakaway Customer Experiences Are Made Of | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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