[WUC 2016] Joana Van Den Brink-Quintanilha, Senior Analyst, Forrester Research | Avoiding Dissonance Between Your Brand Promise & CX Delivery With Journey Analytics

Avoiding Dissonance Between Your Brand Promise And CX Delivery

Joana van den Brink-Quintanilha, Senior Analyst

2 © 2015 Forrester Research, Inc. Reproduction Prohibited

A customer-obsessed enterprise focuses its

strategy and its budget on the technologies,

systems, and processes that win, serve, and

retain customers.


It does not matter what

you are doing if they don’t

believe you’re doing it…

Brand and CX silos remain the norm for most

companies

Few have merged brand, marketing, and CX

into a single team


Changing customers Controllable Customers not only receive

brand messages but also

shape the conversation

Emotional Companies need to bring a

strong emotional connection

to all customer interactions

Individualized Data-driven personalization

of recommendations, offers,

messages

Continuous Brand experiences

know no channel

bounds

Brand And CX Pros Share Goals, But Not

Tools And Tactics


Shared Goals

Understand Customers

Define Strategy

Measure Success

Prioritize Resources

Engage Employees

Brand &

Marketing

Segment

Brand Strategy

Brand Equity

Churn

Brand Ambassadors

Customer

Experience

Persona

CX Strategy

Net Promotor Score

Moment of Pain

CX Champions

In Practice: Discipline Is Required To

Avoid Dissonance




The Four Rules To Avoid Brand And CX

Dissonance

Paint A Vivid Picture

15 © 2015 Forrester Research, Inc. Reproduction Prohibited @ Disney


© 2015 Forrester Research, Inc. Reproduction Prohibited 17

“You’re sitting in this room watching each of these

frames, talking about what they’re thinking, what

they’re feeling. And that is just such a different

experience than working

on a spreadsheet.”




Interweave Tools & Techniques

21 © 2015 Forrester Research, Inc. Reproduction Prohibited Source: Virgin-Atlantic

22 © 2015 Forrester Research, Inc. Reproduction Prohibited Source: Virgin-Atlantic


ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

Use the customer life cycle as a conceptual

framework for developing marketing plans

Use customer journey maps to understand

and design a specific element of the experience

Source: “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report and\Adaptive Path website





Co-Create & Co-Locate

Connect Brand And CX Metrics

Source: ExcoticSpotter.com

Source: FlushTheFashion.com





© 2015 Forrester Research, Inc. Reproduction Prohibited 30

E.On loyalty drivers:

Engaging interactions

Value for money

Brand reputation


Understand functional, emotional, and social aspects of customers to optimize CX

Customer journeys tell us what

customers are doing, thinking,

and feeling; the touchpoints

they use; and the people they

interact with along the way.

They are a lens into how

customers engage with brands

in pursuit of a goal.

Customer journey analytics dissects customer behaviors and motivations

An analytics practice that

combines quantitative and

qualitative data to analyze

customer behaviors and

motivations across touchpoints

and over time to optimize

customer interactions and

predict future behavior.

Journey analytics starts pragmatically and focuses on customer pain, promise, or both

• Xanterra set out to reduce

panicked calls from customers

who thought Xanterra had lost

their booking

• Combined brand-specific

journey mapping insights,

segment data, customers' past

behavior at its resorts, and

survey feedback

• Used digitized journey maps to

socialize quick wins

Leverages employees to gain a deeper understanding of customers' motivations…

• Picked journeys they could

control or influence

• Connected customer records

• Leveraged employees to gain

a deeper understanding of

customer motivations

• Piloted controlled, measurable

journey experiments

• Mapped out new data sources

USAA uses journey analytics to support customer life events and innovation…

• USAA can help customers research,

find, negotiate the price of, finance,

insure, maintain, and ultimately re-sell

their vehicles

• Compare cars and reviews from

several major databases, and then

compare the price pre-negotiated by

USAA

• Apply for a loan and send the funds

directly to the dealership through your

iPhone





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[WUC 2016] Joana Van Den Brink-Quintanilha, Senior Analyst, Forrester Research | Avoiding Dissonance Between Your Brand Promise & CX Delivery With Journey Analytics