App Empowers Consumers To Share How Brands Can Improve Experiences; Enables Brands With Real-Time, Actionable Insights
Cambridge, Mass., Sept. 28, 2017 . . . Research and advisory firm Forrester today announced the launch of Tap, an app that provides a quick and simple way for consumers to suggest how brands can improve their customer experience. Brands can respond to Tappers, providing an avenue to build relationships with current and future brand advocates — and operationalize suggested experience improvements.
With Tap, consumers simply tap green, yellow, or red for a brand or specific brand location to start the improvement process. They can either compose a Tap — a 140-character comment meant to highlight a great customer experience or improve a less desirable one — or browse previous comments to UpTap existing feedback that resonates with them. Users can join a Mob, a group of people with like-minded Taps to amplify their voice.
“Tap is designed to improve the world by harnessing the wisdom of the crowd in real time — to commend excellent experiences or pinpoint suggestions on how brands can improve,” said George Colony, CEO of Forrester. “Tap helps you make the best decisions about where you should go and what you should buy. You can also easily discover what your friends love and how they’re working to improve their favorite brands.”
Today, brands are competing for customers experience by experience. To win the race for experience, it is crucial that companies can adjust and improve their experiences in real time. Brands can gain access to improvement data that they can feed into their existing operational systems or surface with the Tap Platform. While companies have access to all Taps associated with the brand, Taps that align with key customer experience drivers can be flagged for prioritization. This alleviates analysis paralysis by focusing on the Taps, and subsequent suggested improvements, that will have the greatest return on investment for brands.
Please visit tap.forrester.com for more information.