Customer Experience Takeaways From Forrester's Marketing Forum EMEA 2009

At Forrester's November 2009 forum for European marketing professionals, speakers presented the best practices for using customer experience improvements to compete more effectively during the economic downturn and position themselves for future growth. Mike Cripps outlined Capital One's systematic approach to defining and improving the quality of call center interactions; Sue Wilmot described Orange's initiative to make the firm's communications more relevant and personalized; Diederick van Thiel explained ING Retail's efforts to win back consumer trust; and Conny Kalcher described how LEGO fought its way back from a crisis through an obsessive focus on engaging with its customers. Customer experience professionals who want to emulate these successes need to focus on achieving quick wins from customer experience improvements, quantifying the business benefits achieved, and evangelizing results to gain executive support for future customer experience projects.