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Articles by Su Doyle
The Stakeholder Objective Prioritization Template
CX functions must align with business objectives to secure and sustain investment, but choosing an objective can be challenging. B2B, B2C, B2B2C, and government CX leaders can inform their decision with common objectives that are most important to their stakeholders. This report includes a downloadable template to inventory and prioritize these objectives. Log in to continue reading Client log in Welcome back. Log in to your account to continue reading this research.
B2B Firms Win By Putting Customer Obsession Vision Into Action
Collaboration as reality, not just lip service. Viewing change as part of the journey, not a troublesome detour. Powering technology with the right people, process, and data. When Senior Analyst Su Doyle and I reviewed the Forrester State of Customer Obsession 2024 survey data, we found a thread connecting B2B companies that reach the highest level of customer obsession: They commit to putting the vision into action, and never stop.
All Brands Need A DTC Digital Strategy; But Not Necessarily Direct Digital Sales
Should all brands sell directly to consumers (DTC) online? How should brands work with online marketplaces? What does DTC mean for existing retail partner and distributor relationships? Consumer facing brands still have a lot of questions about their direct-to-consumer (DTC) digital engagement and commerce capabilities. But the opportunities are not one-size-fits-all.
2023 Net Promoter Score (NPS) Benchmarks for U.S. Industries
Forrester just published The US Net Promoter Rankings 2023 The US Net Promoter Rankings, 2023 report, which includes the Net Promoter Score℠ (NPS) and industry rank for 221 brands across 13 industries. We asked over 96,000 US consumers in our annual Customer Experience Benchmark Survey about their likelihood to recommend brands that they interacted with in the past 12 months, using the standard NPS question and calculation. We found the following: Net Promoter Score has dropped in most industries.
CX Transformation Is Tough -- Equip Your Org To Go The Distance
Danger! Obstacles Ahead! Customer experience (CX) has been a professional competency for two decades, and “Prove CX ROI” is still our CX clients’ top priority! Forrester’s data shows that 86% of CX professionals are building (or rebuilding) their business cases. Regardless of how much distance you have covered on your transformation journey, how many projects you have under your belt, or how high CX ranks on the list of executive priorities, prepare to defend your CX spend.
Five Collaboration Strategies to Power Your CX Transformation
September 26, 2022 By Su Doyle , senior analyst, Forrester Research Great customer experiences result in measurable business benefits, including higher revenue, lower costs, and increased resilience. But according to Forrester Research’s Q1 2022 Global State of Customer Experience Programs Survey, only a quarter of respondents say that they have the skills to make a business case for customer experience (CX), and only 12 percent have storytelling skills to sell a business case.
How To Choose The Right Partner For Your Experience Transformation
We track the details of the digital experience services of 66 agencies, consultancies, and technology service providers, and we recently evaluated 14 of the most significant in The Forrester Wave™: Global Digital Experience Services, Q2 2022. The service provider best suited to your needs could be a boutique or a global giant. But which?
Metaverse-Like Experiences: Is Novelty Enough? A Look At ESPN’s Fifty/50 World
I finally found a 3D environment that appealed to me. ESPN Edge (an innovation arm within ESPN) built the experience Fifty/50 World – an interactive, 3D environment with content to celebrate 50 years of Title IX. The company called it an immersive digital platform (thank you for not calling it the metaverse), and it offered scheduled programming with new content daily over the course of two weeks ending June 30.
Get Executives Excited By Connecting CX Actions To Business Outcomes
CEOs publicly profess their love for customers, but effusive statements don’t fund CX budgets. We combed through Global 100 firms’ investor websites and found that 75% of these companies explicitly state that customers are important, yet only 36% take action by allocating investment and resources to CX projects. So how can CX leaders turn customer fondness into funding?
Snap's Largest Play In Big Tech's Race To Produce AR Glasses
Imagine you are sitting on your couch on a rainy day, you snap on your augmented reality (AR) glasses, and suddenly you are transported to a sunny green hillside with a purple butterfly landing in the palm of your outstretched hand. Seem crazy? Well, Snap just released its fourth-generation spectacle glasses that make (virtual) transportations like this happen. This release marks the latest upgrade in Snap’s line of Spectacles, following its previous version, Spectacles 3, which launched in 2020.
The Design Funding Wave Won't Stop
Figma just announced a new round of funding of $200M to give it a valuation of $10b, 5x it’s valuation last year at the beginning of the pandemic. This continues the trend of money flowing into the $162B design industry. However, unlike recent analytics investments, this money is going into the making side of design, vs the user/customer understanding side. Our data suggests Figma is becoming more popular as are design systems – a key use case.
Accelerate Your CX Transformation With Collaboration
A chief customer officer (CXO) recently confided to us that, “I thought building a large organization would make me more powerful. Now I think it just makes me more vulnerable.” Those words haunted me. Why would a CXO regret building a big team? Collaboration is the Key to CX Transformation My colleague Angelina Gennis and I embarked on a mission to find out exactly what high-functioning teams do differently.
如何建立一个成熟的客户体验衡量项目
客户体验（CX）衡量项目普遍成熟度低 我们通过调研向CX专业人士询问关于CX衡量或客户之声项目的评价，我们发现： 42%的调研对象认为其项目的成熟度低或非常低；只有12%的调研对象认为其项目的成熟度高或非常高。 只有15%的人认为其项目的投资回报率高或非常高，近一半的CX专业人士（44%）甚至不知道其项目的投资回报率。 三个阶段构建成熟的CX衡量项目 我们最新发布了三份报告，分别囊括了构建CX衡量项目的三个阶段中的最佳实践、建议和公司案例，旨在帮助CX主管提高项目的成熟度。 建立一个有聚焦的CX衡量项目 第一个阶段是建立一个有聚焦的CX衡量项目，这个阶段适用于刚开始做CX衡量项目的CX主管。为了打好衡量项目的基础，CX专业人士首先需要确定CX衡量工作的起点，然后分析该重点领域的现状，最后搭建一个项目去追踪CX和推动行动。CX专业人士随后必须分享成功的经验，来展示有管理有秩序的CX衡量项目可以带来的价值。更多内容，请参见我们刚发布的报告《如何建立一个CX衡量项目（How To Establish A CX Measurement Program）》。 改善具体衡量举措并加大应用规模...
Combine Quant And Qual For A Strong Customer Insights Methodology
There is no customer obsession without customer understanding, and true customer understanding means knowing who your customers are, how they behave, what motivates them, and how they feel about their experiences. Most companies fall short of cracking the mystery of their customers because of a siloed approach to customer understanding. One team may focus on producing qualitative insights while another focuses on producing quantitative insights, and never the twain shall meet.
Adobe "Catchy Content" Shows How Content Intelligence Powers Personalization
Marketers are obsessed with data. But when that obsession turns into tunnel vision on customer data only, it becomes impossible to achieve personalization at scale. Instead, brands need to know both their customer and their content and Adobe took the wraps off a prototype that aims to do just that. At the company’s fully virtual Adobe Summit, it showed off prototype software dubbed “Catchy Content” during Sneaks–an hour-long look into the R&D projects at Adobe that may or may not become products.
Forrester Customer Experience Research, Consulting, Events, And More.
Forrester Decisions for Customer Experience Devoted customers will pay 50% to 200% more to stay with your brand. Inspiring and maintaining such loyalty requires your organization to master the discipline of customer experience (CX), which necessitates a shift from the “quick fix” mentality to a continuous transformational effort. Forrester Decisions for Customer Experience empowers CX leaders to mature their organization and fuel predictable business growth.
CX Leaders Have The Opportunity And The Responsibility To Drive Growth
What customer experience (CX) leaders care about and what CEOs care about don’t usually line up, and that’s a problem. It impacts budgets, staffing, and the overall clout of the CX function.
Five Ways to Plan for B2B Journey Mapping Success
Journey mapping can be an energizing and eye-opening exercise in customer empathy. As advisors to B2B CX and marketing leaders in the Forrester Leadership Boards (FLB), we come along on many journey mapping “journeys.” Too many companies have workshops that produce a flurry of sticky notes and butcher paper — and little else.
Five Ways To Plan For B2B Journey Mapping Success
Journey mapping can be an energizing and eye-opening exercise in customer empathy. As advisors to B2B CX and Marketing Leaders in the Forrester Leadership Boards (FLB), we come along on many journey mapping “journeys”. Too many companies have workshops that produce a flurry of sticky notes and butcher paper—and little else.
5 F's = Future Marketing #Fail. Thoughts from the Agents of Change Conference
I was fortunate to exchange ideas with an engaged group of 400+ digital marketers at the Agents of Change Conference last week. The star-studded agenda included interactive sessions with social media experts Jay Baer , Viveka von Rosen , Peg Fitzpatrick , Madalyn Sklar and Sue Zimmerman. Once I reviewed my notes, a clear pattern emerged. Past assumptions are hurting Digital Marketers' future success.
It’s Time to Apply Supply Chain Disciplines for Omni-Channel Store Efficiencies
Software & Technology E-Commerce Solutions If you talk to retailers about omni-channel, most admit that they aren’t doing it profitably Su Doyle Apr 7, 2015 Checkpoint Systems, Inc. Su Doyle Blame it on Amazon. Recent conversations with supply chain executives confirm that the supply chain is broken because of a number of factors, chief among them omni-channel retailing. Consumers now expect that they can receive goods within a couple of days of being ordered, regardless of where they live.
Six Best Practices for Effective Source Tagging
Guest Column | September 8, 2014 By Su Doyle, Industry Programs, Checkpoint Systems Manufacturers and retailers face an ever-changing consumer environment, where operational agility and customer loyalty drive margins and revenue. This has increased the focus on source tagging, which provides a ubiquitous product protection solution throughout the retail supply chain. Source tagging benefits both manufacturers and retailers by increasing sales and in-stock rates, while decreasing shrink.
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