{"id":17796,"date":"2012-06-29T08:02:01","date_gmt":"2012-06-29T08:02:01","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/insights-from-the-forrester-customer-experience-forum-2012\/"},"modified":"2025-02-18T17:33:03","modified_gmt":"2025-02-18T17:33:03","slug":"insights-from-the-forrester-customer-experience-forum-2012","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/insights-from-the-forrester-customer-experience-forum-2012\/","title":{"rendered":"Insights from the Forrester Customer Experience Forum 2012"},"content":{"rendered":"<p>I just returned from two days at the Forrester Customer Experience Forum where leading industry speakers shared thought-provoking ideas and powerful content. Simply put,\u00a0this event helped solidify my view of the future where the customer is at the center of competitive strategy for the leaders in every industry. In fact, <a href=\"http:\/\/www.forrester.com\/Harley-Manning\" target=\"_blank\" rel=\"noopener noreferrer\">Harley Manning of Forrester<\/a> shared a graph that compared 5-year total return of customer experience leaders (up 22%) to customer experience laggards (down 46%) to the S&amp;P 500 (down 1%). Clearly, companies adopting a customer-centric strategy are already proving that we are in the <strong>\u201cAge of the Customer.\u201d<\/strong><img decoding=\"async\" class=\"mce-hs-more\" style=\"height: 20px !important;\" src=\"image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" alt=\"\" \/><\/p>\n<p>Forrester shared the below infographic that shows how we moved through the Manufacturing Age, Distribution Age and the Information Age. The current state we\u2019re in \u2013 the <a title=\"\u201cAge of the Customer\u201d \u2013 is going to be transformative to every company in every industry\" href=\"http:\/\/forrester.typepad.com\/groundswell\/2011\/06\/welcome-to-the-age-of-the-customer-invest-accordingly.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cAge of the Customer\u201d \u2013 is going to be transformative to every company in every industry<\/a>, and the companies that are proactive in changing how they engage the customer will be the winners.<\/p>\n<p><a href=\"http:\/\/forrester.typepad.com\/groundswell\/2011\/06\/welcome-to-the-age-of-the-customer-invest-accordingly.html\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" id=\"img-1340917924674\"  style=\"margin-left: auto; margin-right: auto;\" src=\"\/\/cdn2.hubspot.net\/hub\/165863\/file-5408270-jpg\/images\/forrester_infographic-resized-600.jpg\" alt=\"Forrester Age of the Customer\" width=\"500\" height=\"382\" border=\"0\" \/><\/a><\/p>\n<p>The keynote sessions and breakouts all had a common theme associated with transforming a business by placing the customer at the center, and designing the business around how to optimize the customer experience at every touch point of the business. The challenge for many companies is having the insights into the customer experience across every channel versus optimizing within a single channel.<\/p>\n<p>Here are a few key statements that stuck with me from the sessions:<\/p>\n<ul>\n<li><strong>Phil Bienert at AT&amp;T\u00a0<\/strong>discussed how AT&amp;T is focused on building an <strong><a href=\"http:\/\/www.sundaysky.com\/customer\/att\/?autoplay=1\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n<\/a><\/strong>effortless customer experience in an online world.<br \/>\n<strong><a href=\"http:\/\/www.sundaysky.com\/customer\/att\/?autoplay=1\" target=\"_blank\" rel=\"noopener noreferrer\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" id=\"img-1340918609386\"   src=\"\/\/cdn2.hubspot.net\/hub\/165863\/file-5408168-png\/images\/att_video_bill_demo_play.png\" alt=\"Phil Bienert AT\" width=\"350\" height=\"176\" border=\"0\" \/><\/a><\/strong><\/p>\n<p>The key theme was that customers are ever more mobile and the mobile device has set a new expectation for ease of use and customer experience; \u201ceverything should be one swipe away.\u201d Phil shared the strategy and approach for how AT&amp;T is starting all new development with a view for how to deliver the experience on a mobile device (start simple based on device) and then scale to the other channels with a goal of a true omnichannel experience.\u00a0He also shared innovations AT&amp;T is pursuing around personalized customer engagement. I was very happy to hear him introduce the work they are doing with\u00a0<a href=\"https:\/\/sundaysky.com\/video-billing-solutions\/\" target=\"_blank\" rel=\"noopener noreferrer\">SundaySky&#8217;s SmartVideo\u00a0for consumer billing<\/a>.<br \/>\n<\/br><\/p>\n<\/li>\n<li><strong><a title=\"Kevin Peters, Office Depot President\" href=\"http:\/\/blogs.forrester.com\/harley_manning\/12-06-19-qa_with_kevin_peters_president_north_america_office_depot\" target=\"_blank\" rel=\"noopener noreferrer\">Kevin Peters, Office Depot President<\/a><\/strong> said, \u201cWe need our customers more than they need us.\u201d Office Depot started with a fundamental question in support of its transformation: \u201cWhat brings you to Office Depot today?\u201d By focusing on customer needs, Office Depot is working to deliver a personalized experience to each customer and new branding around \u201cDepot Time,\u201d since time savings is one of the key requirements of their small business customers.<br \/>\n<strong><img loading=\"lazy\" decoding=\"async\" id=\"img-1340918375169\"   src=\"\/\/cdn2.hubspot.net\/hub\/165863\/file-5408198-jpg\/images\/citibank_mobile_app.jpg\" alt=\"Citi Localized Mobile Marketing\" width=\"168\" height=\"300\" border=\"0\" \/><\/strong><br \/>\n<\/br><\/li>\n<li><strong>Richard Char of Citi <\/strong>shared the strategy that they are adopting to leverage big data to gather a combination of credit card spend information, smart phone location and activity information to initiate 1-to-1 localized marketing via mobile for customers who opt-in. The marketing goes beyond personalization (what you know about the person) to contextualization (adds current behavior to past history), which means highly relevant 1-to-1 marketing in real-time.<br \/>\n<\/br><\/li>\n<li><strong>Trays O\u2019Reilly from Rogers Communications <\/strong>in Toronto shared a great case study on how Rogers introduced a Hot House approach to rolling out customer transformation programs in test areas, then scaling it across the country. They started by designing five end-to-end customer journeys, identifying five key behaviors, and introduced 42 new capabilities to impact the customer across the journeys. In each case, the capabilities placed the customer at the center of the process and optimized every customer touch point on the journey.<br \/>\n<\/br><\/li>\n<\/ul>\n<h4>Is your company choosing to embrace customer experience as a key business driver? Are you placing the customer at the center of your business transformation efforts? Are you trying to introduce a 1-to-1 experience with each and every customer based on contextual experience (combination of personal history and current behavior)?<\/h4>\n<div><span >\u00a0<\/span><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Key insights from leading brands adopting a customer-centric strategy are proving that we are in the \u201cAge of the Customer,&#8221; at the Forrester Customer Experience Forum.<\/p>\n","protected":false},"author":13,"featured_media":20089,"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":[78,125],"class_list":["post-17796","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","blog-topic-customer-care","blog-topic-trends-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin 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