Although consumers increasingly weave in and out of channels, only one in three eBusiness executives say their company has the ability to deliver a consistent cross-channel customer experience, according to new data released at the Forrester Research Inc. (Nasdaq: FORR) Consumer Forum 2009 that concluded today in Chicago. More than 700 people attended the event, which provided Marketing & Strategy professionals with insight into what Forrester calls the three-dimensional consumer: less brand-loyal customers who seek to engage with companies across a multitude of new digital channels, such as on their mobile phones or via social technologies.
“To please these consumers, companies need to engage with these customers before, during, and after the purchase,” said Carrie Johnson, vice president and research director at Forrester Research. “A Web site that enables an efficient purchase is no longer good enough. Leading companies have created breakthrough multichannel relationships by supporting engaging and consistent cross-channel experiences.”
Today, many companies are struggling to meet that standard. According to a September 2009 Forrester survey of 100 global eBusiness executives, less than half of respondents said their companies support the ability for a customers to get relevant information about their accounts and profiles across channels; only 23 percent said their companies have the ability to deliver such information. Less than half of survey respondents said their companies believe in a seamless handoff between channels; a lowly 22 percent said their companies had the ability to deliver such an experience.
Industry leaders who spoke at the Consumer Forum included:
- Brad Brooks, Corporate Vice President, Windows Consumer Product Marketing, Microsoft
- Barry Judge, Chief Marketing Officer, Best Buy
- Bob Kraut, Vice President Marketing Communications, Pizza Hut
- Michael Menis, Vice President, Global Interactive Marketing, InterContinental Hotels Group
- Sophia Stuart, Executive Director, Mobile, Hearst Magazines Digital Media
- Virginia Suliman, Vice President, Web Design & Development, Hilton Hotels Corporation
- Paul Vienik, Senior Vice President, Long-Term Investing and Customer Experience, E*Trade
Attendees took part in more than 300 one-on-one sessions with Forrester analysts, in addition to peer networking and a Solutions Showcase where 26 sponsors – including platinum sponsor Acxiom and gold sponsors Baynote, Blast Radius, Critical Mass, Experian Marketing Services, and TouchCommerce — shared their products and services.
Members of Forrester’s Marketing & Strategy Leadership Boards, including The CMO Group, the Customer Experience Council, the Customer Intelligence Council, the eBusiness & Channel Strategy Council, the Interactive Marketing Council, and the Market Research Council, also met during the Forum. Membership in Forrester Leadership Boards is open to a select group of executives from leading companies worldwide. More information on Forrester Leadership Boards is available at: www.forrester.com/LeadershipBoards.
Also at the Forum, Forrester honored 13 Forrester Groundswell Award winners for excellence in achieving business and organizational goals with social technology applications.