For Customer Experience Professionals

Emotional Experience Design

Creating Online Experiences That Deeply Engage Customers

by Ron Rogowski, October 26, 2009

As consumers increasingly look to connect with companies online, lackluster Web experiences will damage many brands. But better functional design won't solve the problem. Instead, Forrester recommends that companies master the three principles of a new . . .

For Customer Experience Professionals

Service Seekers Are More Loyal Than Price Seekers

Examining Four Segments Of Consumers Across 12 Industries

by Bruce D. Temkin, August 31, 2009

In previous research, Forrester created four segments of consumers based on their interest in low prices and good customer service: Service Seekers, Price Seekers, Price & Service Seekers, and Others. We examined the loyalty of these segments across . . .

For Consumer Product Strategy Professionals

Enhance Your Product Strategy With Convenient Customer Service

by Doug Williams, June 22, 2009

Customer service has become an integral part of product strategy, and, as such, it should now be a primary concern of consumer product strategy professionals. Customer service has also grown more complex: Consumers used to simply bring the product back . . .

For eBusiness & Channel Strategy Professionals

Using Channel Satisfaction Data To Build The Business Case For eBusiness

by Carrie Johnson, Elizabeth Davis, May 26, 2009

Forrester recently released a report showing the results of a survey of more than 4,500 US consumers and their level of satisfaction with Web, phone, and in-person interactions across 12 different industries. The report allows eBusiness and channel strategy . . .

For Customer Experience Professionals

How Loyal Are Consumers? Not Very

Repurchasing, Switching, And Making Recommendations Across 12 Industries

by Bruce D. Temkin, May 18, 2009

We surveyed more than 4,500 US consumers to find out about the strength of their relationships with companies across 12 industries. Our analysis looked at three areas of loyalty: the willingness to make another purchase, the reluctance to switch business . . .

For Customer Experience Professionals

Where To Find Help For Web Design Projects, 2009

North American Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

by Vidya L. Drego, May 8, 2009

Web site owners know that selecting the right Web design vendor can be a stressful and complicated endeavor. Budgets for design services are tight, but interactive design agencies are still selective about the projects they take on. To help kick-start . . .

For Marketing Leadership Professionals

Match Word-Of-Mouth Marketing To How European Consumers Share Opinions

by Mary Beth Kemp, May 5, 2009

Most European consumers discuss interests and brands with friends and family and in an offline context. Only then do they open the conversation to both a larger group of contacts and online channels. Thus, encouraging word of mouth among the first level . . .

For Consumer Product Strategy Professionals

How Digital Consumption Is Reinventing The Media Industry

How The Forrester Content Strategy Review Can Help

by Nick Thomas, May 1, 2009

The media industry is in the middle of a revolution, and it's tough out there. As content and consumption become increasingly digital, old business models based on tightly controlling the distribution of premium content are no longer relevant. As we shift . . .

For Customer Experience Professionals

The State Of Customer Experience, 2009

Customer Experience Management Enters Into Adolescence

by Bruce D. Temkin, April 24, 2009

Executives have been saying for awhile that customer experience is important. Only recently, however, have many of them begun to understand its direct link with loyalty. As a result, companies are starting to develop more disciplined approaches to customer . . .

For Customer Experience Professionals

The Experiences That Satisfy Consumers, 2009

US Consumers Rate Firms' Web, Phone, And In-Person Interactions

by Bruce D. Temkin, April 14, 2009

How well do experiences meet the needs of customers? Not very well. A survey of more than 4,500 US consumers shows a low level of satisfaction with Web, phone, and in-person interactions across 12 different industries. It turns out that Web interactions . . .

For Consumer Product Strategy Professionals

Six Ways Online Publishers Can Boost CPMs

by Sarah Rotman Epps, March 19, 2009

With supply decidedly in advertisers' favor, online publishers struggle to charge rates that are high enough to support their content production and technology infrastructure costs. But this environment isn't hopeless: There are concrete ways in which . . .

For Customer Experience Professionals

Customer Experience And Loyalty: A Closer Look

Impact Of Usefulness, Ease Of Use, And Enjoyability Differs Across Industries

by Bruce D. Temkin, March 6, 2009

Forrester examined the correlation between customer experience and loyalty across 12 industries: airlines, banks, cell phone service providers, credit card providers, hotels, insurance firms, Internet service providers, investment firms, medical insurance . . .

For Consumer Product Strategy Professionals

What Engagement Means For Media Companies

Forrester's Framework Measures Four Dimensions Of Engagement

by Sarah Rotman Epps, March 2, 2009

Media companies are investing more in social media, video, rich Internet applications, and other initiatives to drive online engagement. But what does engagement really mean for media companies, and what's the best way to measure it? As Web analytics . . .

For Customer Experience Professionals

Customer Experience Correlates To Loyalty

Customer Experience Is Even More Correlated To Loyalty Than Last Year

by Bruce D. Temkin, February 17, 2009

Using data from nearly 4,700 consumer surveys, Forrester examined the correlation between the customer experiences delivered by more than 100 US firms and the loyalty of their customers. Our analysis shows that good customer experience correlates to consumers' . . .

For Business Process & Applications Professionals

How To Deliver An Outstanding Customer Experience

The Customer Experience Index, 2008

by William Band, February 9, 2009

Keeping customers happy directly affects the top and bottom lines. Because of this, Forrester asked nearly 5,000 consumers about their interactions with a variety of companies, gauging the usefulness, ease of use, and enjoyability of those experiences. . . .

For Customer Experience Professionals

UK Newspaper Web Site Design, 2008

by Marta Baigorri, January 29, 2009

As part of a larger analysis of 12 firms across four industries, Forrester applied its Web Site Review methodology to the Web sites of the UK's top three newspapers: The Times, The Guardian, and Telegraph. As an industry, newspapers came in second of . . .

For Consumer Market Research Professionals

Technographics® Survey Highlight: North American Technographics Customer Experience Online Survey, Q4 2008  (457 KB PPT)

by Jacqueline Anderson, January 23, 2009

This highlight deck summarizes the key findings from Forrester's North American Technographics Customer Experience Online Survey, Q4 2008.

For Customer Experience Professionals

Match iPhone Capabilities To Customer Goals

by Vidya L. Drego, January 23, 2009

The growing popularity of the iPhone, G1, and similar devices has prompted companies to rethink their mobile data experiences. Instead of shrinking their desktop Web sites to make them accessible by mobile devices, firms are capitalizing on the power . . .

For eBusiness & Channel Strategy Professionals

What Consumers Want From Magazine Web Sites

by Sarah Rotman Epps, January 21, 2009

Despite editors' best efforts, most magazine consumers don't see magazine Web sites as compelling content destinations. Consumers who do engage with magazines across channels are seeking content that enhances the magazine experience through convenience, . . .

For Customer Experience Professionals

The Customer Experience Index, 2008

Consumers Rate The Customer Experience Across 113 Large US Firms

by Bruce D. Temkin, December 12, 2008

Forrester asked nearly 5,000 consumers about their interactions with a variety of companies, gauging the usefulness, ease of use, and enjoyability of those experiences. Based on these consumer responses, we calculated the Customer Experience Index for . . .

For Business Process & Applications Professionals

CRM 2.0: Fantasy Or Reality?

How Trail-Blazing Organizations Are Implementing Social Customer Strategies

by William Band, November 13, 2008

The rise of Social Computing means that customer relationship management (CRM) professionals must find innovative new ways to cope with the emerging phenomenon of "social customers." Forrester talked with nine early-adopter companies and reviewed the . . .

For Customer Experience Professionals

Web Site Typography That Builds Brands

by Ron Rogowski, October 29, 2008

How firms present their text-based content to consumers on Web sites makes a statement about brand. To successfully build brand, Web site typography needs to be legible and to consistently reinforce key brand attributes in a manner consistent with other . . .

For eBusiness & Channel Strategy Professionals

How To Leverage Social Media For Audience And Revenue Growth

Social Strategies For Media And Entertainment eBusiness

by Sarah Rotman Epps, September 17, 2008

The groundswell of consumers using social technologies poses both a threat and an opportunity for media companies. The threat has often been more visible than the opportunity: User-generated content diffuses editorial power. The immense popularity of . . .

For Customer Experience Professionals

MP3 Player Manufacturers' Cross-Channel Experience, 2008

An Industry Look At This Year's Best And Worst Of Cross-Channel Design

by Adele Sage, September 9, 2008

As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large US MP3 player manufacturers — Apple, Creative, iRiver, and Sony. As an industry, the MP3 player manufacturers received dismal scores compared with . . .

For Customer Experience Professionals

Best And Worst Of UK Site Design, 2008

Forrester Applies Its Web Site Review Methodology To 12 Major Firms

by Marta Baigorri, September 2, 2008

Forrester applied its Web Site Review methodology to the site experiences at 12 firms — three each of the largest newspapers, TV broadcasters, retailers, and wireless providers in the UK. Of all the evaluated sites, only BT achieved a passing score — . . .