Winning With Superior Customer Experiences

The company leaders who spoke at Forrester's Finance Forum 2007 agree: To keep the customers that they have and to win new ones on today's terms, firms need to dramatically raise the bar on customer experience. Ellyn McColgan, former president of Fidelity Brokerage, discussed the company's decision to offer advice to help customers make their "next best decision." TD Banknorth Chairman Bill Ryan enumerated the economic benefits of extending branch hours. Sun Life Financial US President Bob Salipante described his firm's focus on the end customer, not just on the intermediaries who sell Sun Life's products. Lou Carbone, founder and chief experience officer of Experience Engineering, argued that successful firms systematically design experience clues to create feelings that emotionally engage customers.