{"id":17708,"date":"2013-06-27T13:12:56","date_gmt":"2013-06-27T13:12:56","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/think-from-the-outside-in-to-boost-the-customer-experience\/"},"modified":"2025-02-13T21:48:59","modified_gmt":"2025-02-13T21:48:59","slug":"think-from-the-outside-in-to-boost-the-customer-experience","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/think-from-the-outside-in-to-boost-the-customer-experience\/","title":{"rendered":"Think from the \u201cOutside In\u201d to Boost the Customer Experience"},"content":{"rendered":"

\"Forrester
\nI always look forward to Forrester\u2019s annual Customer Experience Forum East in NYC. Last year\u2019s conference<\/a> confirmed we had entered the Age of the Customer, and brands across industries recognized it, too. Still, only 8% of the 150+ brands on Forester\u2019s Customer Experience Index (CEI) received grades of \u201cexcellent.\u201d What\u2019s everyone doing wrong?<\/p>\n

This year, Harley Manning<\/a>, Forrester\u2019s vice president and research director, kicked off the two days by presenting the key concept to developing a great customer experience: think from the \u201coutside in.\u201d Specifically, companies need to design their customer experience and process from the customer\u2019s perspective.\u00a0<\/p>\n

Additionally, Manning outlined the six high-level disciplines brands must execute to drive a greater, more memorable customer experience (and to achieve a higher CEI grade, too):<\/p>\n

    \n
  1. Strategy: <\/strong>Like any multifaceted initiative, a well-defined and specific strategy will act as a blueprint for the design, delivery, management and measurement of the customer experience.\n<\/li>\n
  2. Customer Understanding:<\/strong> Deep knowledge and understanding of who your customer is, along with his expectations, wants, needs, values and perceptions on brand interactions, is the critical next step, and follows the \u201coutside in\u201d concept.\n<\/li>\n
  3. Design: <\/strong>The customer experience should be purposefully designed to implement customer interactions that meet or exceed customer needs, across every live and digital channel. This includes people, products, interfaces, services, and spaces that customers encounter in retail stores, over the phone, or through websites and mobile apps.\n<\/li>\n
  4. Measurement: <\/strong>Capturing all customer touchpoints will help brands quantify customer experience quality consistently across the company and deliver actionable insights.\n<\/li>\n
  5. Governance: <\/strong>This helps brands manage customer experience in a proactive and disciplined way, and is critical to hold people accountable for their roles in the customer experience ecosystem and helps prevent bad experiences.\n<\/li>\n
  6. Culture: <\/strong>Creating a system of shared values and behaviors that focus employees on delivering a great customer experience could arguably be the most powerful of the six disciplines because it incorporates practices from the other five and makes customer experience excellence become a brand habit.<\/li>\n<\/ol>\n

    Here are a few customer-centric brands that are already delivering memorable customer experiences from the \u201coutside in\u201d:<\/p>\n

    \n\"Wells<\/p>\n