Is Your Experience Habit Forming?€¦ · can adapt to customer change. A deep customer understanding that fosters smart responses. A CX vision rooted in brand and business strategy

6/19/2018

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#CXNYC

TJ Keitt

Senior Analyst

Forrester

@tjkeitt

#CXNYC

Is Your Experience

Habit Forming?

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© 2018 Forrester Research, Inc. Reproduction Prohibited

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Photo: Brewbooks via flickr.com


Photo: Joel Kramer via flickr.com

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How do you form lasting customer habits?

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Cue Routine Reward

Cue Routine Reward

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A flexible CX ecosystem that

can adapt to customer change.

A deep customer understanding

that fosters smart responses.

A CX vision rooted in brand

and business strategy.

Improvement in the

customer experience.

Growth in the business.

1

2

Help specific customers develop

a habit around your experience.

Use existing habits as a

springboard to form new habits.

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Photo: JetBlue

Engaging corporate culture that

emphasizes humanity and innovation.

A comprehensive customer feedback

program built around NPS.

CX Vision: A differentiated product

and culture that inspires humanity.

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Source: Forrester’s Customer Experience Index Survey, US Consumers, 2017

“Years of flying with them keeps me coming

back for great service. From booking online,

to arriving at the airport, JetBlue has catered

to me and I haven't asked for anything.”

― JetBlue customer, Male, Age 40-44


Source: JetBlue 2017 Annual Report

$6,416 $6,632

$7,015

JetBlue Operating Revenue(In Millions)

2015 2016 2017

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Source: JetBlue 2017 Annual Report

41,711

45,61947,240

JetBlue Revenue Passenger Miles(In Millions)

2015 2016 2017


Base: 1,051 US online consumer (18+) who interacted with JetBlue within the past 12 months

Source: Forrester Data Customer Experience Index Online Survey, US Consumers 2015, 2016, and 2017

JetBlue Customer Advocacy

69%

76%

80%

2015 2016 2017

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Photo: Amazon

Innovative devices and a large partner

network that support new interactions.

A deep repository of customer data

that supports robust analytics.

CX Vision: A focus on selection,

price, and convenience.

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Source: Forrester’s ConsumerVoices Market Research Online Community, US, 2018

“I come back to Amazon because it's like

the Google of searching. It's just what I do

to shop online.”

― Amazon Prime customer, Male, Age 28


59%Source: Consumer Technographics North American Online Benchmark Survey (Part1), 2017

Made a purchase

on Amazon.com.

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Source: Amazon 2017 Annual Report

Amazon Online Store Revenue(In Millions)

$76,863 $91,431

$108,354

2015 2016 2017


So where should you start?

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Make value your focal point.

Determine where you have

permission to be.

Find your focus habits.


Make value your focal point.

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Photo: Comcast

Source: Forrester’s ConsumerVoices Market Research Online Community, US, 2016

“When I want to watch a WHOLE season of a

show, it is usually available on Amazon Prime,

whereas my cable provider will usually have

only the last 2 or 3 episodes… OnDemand.”

― Cable TV Subscriber, Male, Age 27

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Source: Netflix


Determine where you have

permission to be.

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Source: Business Insider


Source: MobiHealth News

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Find your focus habits.


Photo: Patrick Coddou on Unsplash

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“Motivation is what gets you started.

Habit is what keeps you going.”

― Jim Ryun, Olympic Silver Medalist

Thank youTJ Keitt

[email protected]

Documents

Is Your Experience Habit Forming?€¦ · can adapt to customer change. A deep customer understanding that fosters smart responses. A CX vision rooted in brand and business strategy