One of the most enjoyable and fulfilling things about helping Forrester clients become customer-obsessed is leading an experience co-creation workshop. Forrester defines co-creation as the active participation of employees, customers, and stakeholders working together to design new experiences. It’s a technique that helps companies define the right experience for their customers and provides critical information […]

Today's multitouchpoint customers expect unified experiences that smooth transitions across interactions. To help companies detect and codify systemic problems that affect their customers' ability to accomplish their cross-touchpoint goals, Forrester created the unified customer experience review methodology. This methodology helps companies improve their digital customer experiences by benchmarking within their industry and uncovering optimization opportunities. In this report, we used this methodology to evaluate the experiences at seven major retailers.

Your customer is experiencing a mobile mind shift: the expectation that she can get what she wants in her immediate context and moments of need. As a result, mobile is central to customer experience (CX). To master these moments, use the IDEA cycle: identify the mobile moments and context; design the mobile interaction; engineer your platforms, processes, and people for mobile interactions; and analyze results to monitor performance and optimize outcomes. This report explains how to apply the IDEA cycle to transform customer experiences with mobile.

Organizations have long personalized their websites for customer segments. Now they need to go further, first by delivering the right experience to the right user at the right time and on the right device and next by delivering relevant, tailored experiences that meet individual user needs by combining historical, behavioral, and profile data with real-time situational feedback. We call this next step in customer experience targeting, contextualization. This report helps application development and delivery (AD&D) professionals understand what contextualization is, what its benefits are, and what tools, processes, and technologies can help deliver it.

Today's customers interact with companies across a range of media and devices, including electronic ads, digital interfaces, phones, and physical spaces. It's the sum of all of these interactions that informs customers' perceptions of a brand. In such an environment, firms cannot afford to take a touchpoint-by-touchpoint approach to evaluating the customer experience. Instead, companies need to take a journey-based approach to digital customer experience improvement. This report helps customer experience professionals plan their cross-channel assessment initiatives.

What does “omnichannel” really mean? And is it a viable strategy for customer experience professionals? For customer experience professionals, omnichannel — the popular buzzword used to describe a company’s efforts to wrangle a consistent experience across all channels — is already legacy thinking that represents a limited approach for designing and delivering services. Instead of […]

We’ve probably all heard some story about over-the-top customer experience in our day. Like the story about the family on vacation at the Ritz Carlton, Bali. The family of a child with a severe food allergy was on vacation. The food they’d brought for their child spoiled en route. When they arrived, the manager of […]

Your customers are more connected, more empowered, and more distracted than ever. To compete in this volatile world, companies need a new approach to delivering customer experiences. This report details the changing nature of customer behaviors and shows how companies must adapt to survive in an experience-based economy.

Today’s customers are highly empowered, hyperactive, and incredibly distracted by all of the options available to them for connecting with the things and people that matter to them most. These customers come to you with highly complex goals that they themselves cannot always accurately define — goals for which they don’t necessarily follow the seemingly logical […]

Today's digital landscape is distributed across an array of touchpoints and devices. With customers able to interact through multiple channels at any given moment, firms need to ensure that they deliver a coherent experience across all interactions. This report outlines how customer experience professionals can optimize and continuously improve their digital customer experiences. It is designed to help you work toward achieving the goal of providing seamless cross-touchpoint experiences to your customers.