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The Path to Customer Experience Maturityin
The Age of the Customer
Craig Menzies Principal Analyst
Serving Customer Experience Professionals
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
12th February 2014
copy 2012 Forrester Research Inc Reproduction Prohibited
Why should we care about customer experience
copy 2012 Forrester Research Inc Reproduction Prohibited
copy 2012 Forrester Research Inc Reproduction Prohibited
How customers perceive their
interactions with your company
copy 2012 Forrester Research Inc Reproduction Prohibited
Enjoyable
Easy
Meets Needs
copy 2012 Forrester Research Inc Reproduction Prohibited
Willingness to consider
for another purchase
Likelihood to
recommend to a friend
Likelihood to switch
business to a competitor
Customer experience correlates to loyalty
copy 2012 Forrester Research Inc Reproduction Prohibited
The playing field for businesses is
changing before your eyes
Sources of competitive advantage change over time
Age of
Manufacturing
Age of
Distribution
Age of
Information
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2012 Forrester Research Inc Reproduction Prohibited
Why should we care about customer experience
copy 2012 Forrester Research Inc Reproduction Prohibited
copy 2012 Forrester Research Inc Reproduction Prohibited
How customers perceive their
interactions with your company
copy 2012 Forrester Research Inc Reproduction Prohibited
Enjoyable
Easy
Meets Needs
copy 2012 Forrester Research Inc Reproduction Prohibited
Willingness to consider
for another purchase
Likelihood to
recommend to a friend
Likelihood to switch
business to a competitor
Customer experience correlates to loyalty
copy 2012 Forrester Research Inc Reproduction Prohibited
The playing field for businesses is
changing before your eyes
Sources of competitive advantage change over time
Age of
Manufacturing
Age of
Distribution
Age of
Information
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2012 Forrester Research Inc Reproduction Prohibited
copy 2012 Forrester Research Inc Reproduction Prohibited
How customers perceive their
interactions with your company
copy 2012 Forrester Research Inc Reproduction Prohibited
Enjoyable
Easy
Meets Needs
copy 2012 Forrester Research Inc Reproduction Prohibited
Willingness to consider
for another purchase
Likelihood to
recommend to a friend
Likelihood to switch
business to a competitor
Customer experience correlates to loyalty
copy 2012 Forrester Research Inc Reproduction Prohibited
The playing field for businesses is
changing before your eyes
Sources of competitive advantage change over time
Age of
Manufacturing
Age of
Distribution
Age of
Information
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2012 Forrester Research Inc Reproduction Prohibited
How customers perceive their
interactions with your company
copy 2012 Forrester Research Inc Reproduction Prohibited
Enjoyable
Easy
Meets Needs
copy 2012 Forrester Research Inc Reproduction Prohibited
Willingness to consider
for another purchase
Likelihood to
recommend to a friend
Likelihood to switch
business to a competitor
Customer experience correlates to loyalty
copy 2012 Forrester Research Inc Reproduction Prohibited
The playing field for businesses is
changing before your eyes
Sources of competitive advantage change over time
Age of
Manufacturing
Age of
Distribution
Age of
Information
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2012 Forrester Research Inc Reproduction Prohibited
Enjoyable
Easy
Meets Needs
copy 2012 Forrester Research Inc Reproduction Prohibited
Willingness to consider
for another purchase
Likelihood to
recommend to a friend
Likelihood to switch
business to a competitor
Customer experience correlates to loyalty
copy 2012 Forrester Research Inc Reproduction Prohibited
The playing field for businesses is
changing before your eyes
Sources of competitive advantage change over time
Age of
Manufacturing
Age of
Distribution
Age of
Information
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2012 Forrester Research Inc Reproduction Prohibited
Willingness to consider
for another purchase
Likelihood to
recommend to a friend
Likelihood to switch
business to a competitor
Customer experience correlates to loyalty
copy 2012 Forrester Research Inc Reproduction Prohibited
The playing field for businesses is
changing before your eyes
Sources of competitive advantage change over time
Age of
Manufacturing
Age of
Distribution
Age of
Information
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2012 Forrester Research Inc Reproduction Prohibited
The playing field for businesses is
changing before your eyes
Sources of competitive advantage change over time
Age of
Manufacturing
Age of
Distribution
Age of
Information
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Sources of competitive advantage change over time
Age of
Manufacturing
Age of
Distribution
Age of
Information
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Age of
Manufacturing
Age of
Distribution
Age of
Information
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Ford RCA
GE
Boeing
PampG Sony
Age of
Manufacturing
Age of
Distribution
Age of
Information
Microsoft
Dell Google
Capital One
Wal-Mart
Toyota
UPS CSX
Dominant Companies
Sources of competitive advantage change over time
Sources of Dominance Age of the
Customer
Contenders
include Southwest
Airlines USAA
Amazon hellip
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
A 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
The Age of the Customer
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
My Buying Criteria
bullMy friend was selling it
(proximity)
bullI could afford it (price)
bullI hadnrsquot heard anything bad
about it (information)
bullIt was on the cover of a
magazine (media)
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
Fast forward 25 years
Word of Mouth Price
Expert opinion Proximity
ANDhellip
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
Highly detailed specifications
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
Competitive comparisons
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
With even more detailed specs
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
Reviews from other buyers
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
Forums of opinionated owners
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
bull Detailed specs
bull Model comparisons
bull Trusted reviews
bull Best place to buy
bull Best price to pay
bull Special offers
bull Best insurance
deals
bull Owner opinions
bull Maintenance history
bull Accessories
bull Upgrades
bull Social events
bull Where to ride
bull Etc etc etc etchellip
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
In shorthellip
The Customer
has all the power
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 22
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 23
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 24
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibitedcopy 2014 Forrester Research Inc Reproduction Prohibited 25
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
So how does one ldquodordquocustomer experience
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
20
362
10000
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Khumbu Icefall
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Lhotse Face
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
ldquoclearly unused to even basic
mountaineering equipmentrdquo
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Customer
Experience
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
47 Differentiate the company
from leaders in their industry
13 Differentiate the company
from leaders in ANY industry
Base 100 customer experience professionals (percentages may not total 100 because of rounding)
Source Q4 2012 Global Customer Experience Peer Research Panel Online Survey
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Firms are not doing what it takes
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
47donrsquot measure customer
experience quality
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
79 donrsquot train employees on how to deliver
the target customer experience
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Not differentiating
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Low customer
experience maturity
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Customer Experience Maturity
The extent to which an organization routinely performs the practices
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
The extent to which an organization routinely performs the practices required to design implement and manage customer experience
Customer Experience Maturity
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
The extent to which an organization routinely performs the practices required to design implement and manage customer experience in a disciplined way
Customer Experience Maturity
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Low CX maturityPractices are missing or performed in an ad hoc way
High CX maturityPractices are performed systematically
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
Get on the path to high
customer experience maturity
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
RepairElevate
Optimize
Differentiate
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
RepairElevate
Optimize
Differentiate
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
STOP the avalanche of
bad customer experiences
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Repair Phase Key Activities
rsaquo Identify bad experiences
rsaquo Prioritize fixes
rsaquo Coordinate implementation
rsaquo Measure results
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
2008 CXi ndash Wireless Carriers
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
$17 billion
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Very Poor
OK
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Base US online consumers who have interacted with each firmSource North American Technographics Customer Experience Online Survey Q4 2008 (US) Q4 2009 (US) Q4 2010
(US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
RepairElevate
Optimize
Differentiate
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Make good CX behaviour the norm
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Elevate Phase Key Activities
rsaquo Define a customer experience strategy
rsaquo Share customer insights with all employees
rsaquo Create a consistent companywide customer
experience measurement framework
rsaquo Start following a human-centered design
process
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Edward Jones CXi Score 2011 ndash 2013
OK
Good
Base US online consumers who have interacted with Edward Jones
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
RepairElevate
Optimize
Differentiate
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
A more sophisticated
customer experience toolkit
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Optimize Phase Key Activities
rsaquo Model the relationship between CX quality and
business results
rsaquo Build strong experience design practices
rsaquo Sharpen employeesrsquo CX related skills through
targeted training
rsaquo Evaluate employee performance against role-
specific CX metrics
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
bull Let personality shine
bull Provide options
bull Help guests feel comfortable in
public spaces
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
ldquoMatt is chillinrdquo
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Systematic customer experience training
Six months before Pre-reno 11 days before3 months after re-
opening
Walk-through
Immersion
6 Webinars
Full Associate Training
2 ndash 3 Day Post-Visit
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Courtyard by Marriott CXi Score lsquo10 ndash lsquo13
Base US online consumers who have interacted with Courtyard by Marriott
Source North American Technographics Customer Experience Online Survey Q4 2009 (US) Q4 2010 (US) Q4 2011 (US) Q4 2012 (US)
Good
Excellent
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
RepairElevate
Optimize
Differentiate
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Catapult you to the top
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Differentiate Phase Key Activities
rsaquo Re-frame customer problems
rsaquo Reveal unmet customer needs
rsaquo Re-think the entire CX ecosystem
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Car loans
Mortgages
Insurance
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
copy 2013 Forrester Research Inc Reproduction Prohibited
USAA
Lead over
next highest
brand
Banks 85 +7
Credit Card
Providers 82 +7
Insurance
Providers 83 +9
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
How do you get started on
the path to CX maturity
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
The Experience-Driven Organization PlaybookMay 2012 ldquoTransform To An Experience-Driven Organizationrdquo
Assessment Where Are You On The Path To Customer Experience Maturity
October 11 2013 | Megan Burns
Overview Transform To An Experience-Driven Organization
May 7 2012 | Harley Manning
Gather best practices
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Assess your maturity
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Understand your
customerrsquos journey(s)
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Does your digital channel meet
your customerrsquos needs
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
Thank youCraig Menzies
Principal Analyst Forrester Research (Sydney Australia)
cmenziesforrestercom
+61 02 9006 3352 +61 43 555 1412
Twitter craigmenzies forrester NASSCOM_ILF
My CX blog httpblogsforrestercomcraig_menzies
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
We Need You
Please join our Asia Pacific Customer Experience
Peer Research Panel and take the 2014 CX Survey
- Contribute your views and insights to leading edge
industry research (confidentialanonymous)
- Receive free research reports and read the views of
other people working with the same challenges day in
day out
Get in touch cmenziesforrestercom
