Track DescriptionYears of research on customer experience tells us that organizational structures and reporting relationships alone can't solve customer experience issues. Instead, culture has the single biggest potentiall to drive customer experience transformation. This track will debae why it is crucial for customer-obsessed organizations to create a system of shared values and behaviors around how to successfully engage and serve customers.
Track DescriptionGreat customer experiences do not happen by accident — they are designed. However, for most businesses, the discipline of design remains a foreign concept. Attendees of these track sessions will learn what customer experience design is, how to adopt a design approach to building better customer experiences, and how leading companies manage and measure the effectiveness of their customer experience design efforts.
Track DescriptionCustomer Experience and Customer Intelligence Professionals employ quantitative research methods and analytical technologies to derive insight in an era of rapid fire, digital interactions. Yet behind the numbers, few firms truly understand the beliefs, attitudes, and emotions that drive customer behaviors. This track addresses the technologies and methods that produce optimized segments, messages, and contact strategies by combining customer data, market insights, and qualitative research.
Track DescriptionNowhere does the chasm between physical and digital become so apparent as when attempting to measure consumer perceptions and emotions. This track will look at technologies and approaches that not only enable measurement of experience but support the creation of entirely new methods of interaction.
Track DescriptionThis “virtual track” debunks myths about customer experience for business-to-business (B2B) companies and explains why customer experience mastery is as valuable for B2B firms as it is for business-to-consumer (B2C) firms. We'll show examples of how B2B firms have applied best practices from four of the six customer experience disciplines — culture, customer understanding, design, and measurement — to drive solid business value. In four sessions integrated into the four Forum tracks, Forrester analysts Peter O’Neill and Lori Wizdo, as well as two guest speakers, will discuss these topics:
• Why myths about customer experience for B2B companies are just that — myths?
• How can B2B companies apply the customer experience disciplines?
• What challenges get in the way of B2B firms achieving their customer experience goals?