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Guest Blogger: Megan Burns | April 24, 2015
One week ago today, we Bostonians enjoyed a picture-perfect opening day at Fenway Park. The sun was shining, temps finally warmed up after an abysmal winter, opening ceremonies paid tribute to local heroes like the Richard and Frates families,* and our beloved Red Sox beat the Washington Nationals 9 to 4. Read more »
Judith Aquino | April 23, 2015
In today's hypercompetitive market, emotional branding has become an important part of a brand's ability to win loyal customers. Technology advances and saturated markets have made many products and services interchangeable. And competing solely on price is an unreliable strategy. Read more »
Tom Hoffman | April 21, 2015
In case you hadn't heard, Google is introducing big changes to its algorithmic formula beginning today that will place increased weight on the mobile friendliness of a company's website. If a company's website isn't deemed mobile friendly by Google (you can take the test here to find out), this will adversely affect the website's ranking by Google and, as a result, the volume of traffic headed to the website along with the potential leads being generated. The good news for Read more »
Tom Hoffman | April 14, 2015
One of the biggest challenges that sales, marketing, and customer care leaders continue to encounter is their inability to gain a truly comprehensive view of their customers. Whether it's the ability to see the full stream of transactions a customer has made with a company, the most recent channels they used to interact with the organization, or the feedback they've shared about their experiences in social media or with the contact center, there's often one or more pieces that are Read more »
Mila D'Antonio | April 13, 2015
I often hear many marketers and customer service leaders deliberate over a common struggle: proving to executives that investing in customer experience initiatives and technologies is worth it. Read more »
Guest Blogger: Qaalfa Dibeehi | April 10, 2015
In 2014, TeliaSonera International Carrier (TSIC) engaged Forrester Consulting to help assess its activities around customer experience, and to build a roadmap for its burgeoning CX program. TSIC is an international provider of telecommunication services with headquarters in Stockholm, Sweden, and offices in 14 other countries. It has grown from being the largest IP network in Europe to one of the top two global carriers powered by the Internet backbone, as ranked by internet performance analysts DYN. Read more »
Anna Papachristos | April 8, 2015
Back in the 90s, JCPenney launched its "Fashion Comes to Life" campaign in an effort to refresh its public image. Like many brands, however, the retailer has found cause to reinvent itself repeatedly over the past quarter century. Yet, while the years haven't necessarily been kind to the department store chain, times have allowed its omnichannel customer service to grow and flourish. Read more »
Tom Hoffman | April 7, 2015
As companies strive to cater more effectively to the omnichannel customer, many organizations find themselves struggling to find and hire marketers with required technology skills. For instance, while many marketing organizations have a voracious demand for people with analytics skills, just 26 percent of respondents to a global survey conducted by the American Management Association believe they have the ability to meet these requirements. Meanwhile, a study conducted by the Online Marketing Institute reveals that just 8 percent of respondents Read more »
Mila D'Antonio | April 6, 2015
When you think of a customer-centric organization, you may think of Starbucks, the Ritz-Carlton, or Zappos. Becoming customer-centric is the aspiration of many companies, yet few understand that getting there is a journey, not a destination. Read more »
Guest Blogger: Roxana Strohmenger | April 3, 2015
We have all experienced it--a bad customer experience. Websites like Consumerist.com describe in empathy-inducing detail the "turmoil" that consumers experience, whether it be a customer having tape-recorded proof of a promise of service but the company stating they made no such promise or a company cancelling thousands of reward accounts due to insufficient proof of age, despite the inability of the customer to insert the required information. Read more »
Mila D'Antonio | March 30, 2015
Customer experience is on everyone's minds these days. From small businesses to enterprise organizations, engaging with the customer in personalized ways across all touchpoints in an organization has become paramount. Read more »
Guest Blogger: Victor Milligan | March 27, 2015
CX has rapidly moved from an ideal to an operational mandate. As Forrester's CMO, customer experience is one of my four strategic priorities. It's also tied to my compensation. How's that for focusing the mind? Read more »
Tom Hoffman | March 24, 2015
Companies that consistently deliver exceptional customer experiences - companies such as The Ritz-Carlton, Apple, and USAA - don't get there by accident. They also don't rest on their laurels. They listen closely to what their customers are telling them and incessantly review and act on customer feedback, including processes that stand to be improved. Apple is a great example of this, having made recent modifications to the Apple Genius Bar through new mobile features. Read more »
Mila D'Antonio | March 23, 2015
The Ides of March are upon us. And for many companies that means thousands of hours of lost productivity as employees fill out brackets and stay glued to game updates to see if their Cinderella team will upset the competition and go all the way to the national title. Read more »
Judith Aquino | March 19, 2015
The retail landscape is crowded with loyalty programs giving consumers a plethora of points, discounts, and rewards-based memberships to choose from. In fact, the average American household holds memberships in 29 loyalty programs across the retail, financial services, and travel industries, but actively uses only about 12 of them, according to loyalty marketing research company Colloquy. Read more »
Tom Hoffman | March 17, 2015
Corporate leaders are beginning to recognize that the lines have blurred between the brand and the customer experience. This revelation is prompting a growing number of companies to establish a Chief Customer Officer (CCO) role and bring a more unified approach to customer centricity. According to The 2014 CCO Study conducted by the Chief Customer Officer Council, 22 percent of Fortune 100 companies have adopted the role. While that's an impressive milestone, it's clear that the industry is still early Read more »
Mila D'Antonio | March 16, 2015
We've all read the articles and seen the reports: This year is the year of personalization. From emails that send local weather updates, watches that report your day to day efficiency, beacons that engage customers' interests in-store, and changing rooms that know your style and sizes, 2015 is poised to take personalization to the next level. Read more »
Guest Blogger: Sam Stern | March 13, 2015
A few years back, FedEx learned that "the leaning tower of packages" at its retail locations was making many customers uneasy. Store employees would take a customer's package, and place it on the messy pile. Based on that simple visual cue, these customers worried that their package might very well get lost in their seemingly haphazard shipping process. FedEx had run into a problem that plagues many companies, and that is the subject of my latest report for Forrester, co-written Read more »
Mila D'Antonio | March 9, 2015
At a meeting last week for the investor community, Target Corporation Chairman and CEO Brian Cornell and members of his leadership team presented plans intended to transform the retailer's business. Read more »
Tom Hoffman | March 3, 2015
Consumer data breaches seem to have become a regular occurrence among enterprise companies. 1to1 Media Editor-in-Chief Mila D'Antonio recently wrote about how 80 million customer records at health insurer Anthem were exposed. While it's encouraging that The White House has drafted a Consumer Privacy Bill of Rights, critics argue that the bill doesn't go far enough in protecting consumer privacy. Clearly, there's still a lot of work that needs to be done to protect customer data. This includes setting aside Read more »
Guest Blogger: Rick Parrish | February 27, 2015
With federal customer experience (CX) so weak, I'm happy to report that several more U.S. federal agencies are considering adding chief customer officers (CCO) to their executive management teams. In the past few months, some of these agencies have asked me to discuss how CCOs can help them improve their customer experience (CX), the best way to structure the position, and what new CCOs should do first. In fact, I just published a report offering answers to federal agencies' most Read more »
Judith Aquino | February 19, 2015
Customer loyalty is increasingly important across industries as it gets tougher to differentiate between products and services that offer similar price points and features. But what drives customer loyalty? Research firm Brand Keys analyzed this topic in its latest Customer Loyalty Engagement Index. Read more »
Guest Blogger: Sam Stern | February 13, 2015
A few weeks ago, many of our customer experience analysts including my colleague Maxie Schmidt and me were glued to our computer screens, watching a presentation by a big bank. It had introduced a tool to capture and manage ideas from its employees on how to improve the customer experience. This presentation mattered to us because only 25 percent of CX professionals say their companies' CX programs actually improve customer experience. Those who fail lack insight into the root causes Read more »
Judith Aquino | February 12, 2015
Laundromats are not known for connecting with their customers; as long as there's plentiful parking and affordable washing machines, customers are generally satisfied. Tom Benson, owner of the World's Largest Laundromat in Ill., wasn't satisfied with that arrangement however, and sought to provide an even better experience. Read more »
Mila D'Antonio | January 12, 2015
With the holiday shopping season behind us, retailers have planned a tidal wave of store closings for 2015. Among the closings are Macy's, JCPenney, Guess, Radio Shack, as well as teen apparel stores Delia's, Aeropostale, Wet Seal, and Abercrombie & Fitch. Read more »
Guest Blogger: Sam Stern | January 9, 2015
We have entered the age of the customer--when companies only win by being customer-obsessed and delivering exceptional experiences. This is great news for customer experience professionals. Their skills and expertise are in demand, and at Forrester Research, we expect customer experience to continue its maturation into a full-fledged profession. Read more »
Anna Papachristos | January 7, 2015
With each passing year, customer expectations become increasingly daunting. Companies find themselves racing to keep pace with the latest strategies and technologies. Yet, often times, the greatest innovators are those who keep things simple. Read more »
Mila D'Antonio | January 5, 2015
What constitutes a great customer experience? According to The Temkin Group, it's a combination of three aspects of a customer's interaction with a company--functionality, accessibility, and emotionality. Read more »
Guest Blogger: Rick Parrish | January 2, 2015
On a survey we conducted recently, a whopping 80 percent of customer experience (CX) professionals said their firms' goal is to be a CX leader in their industry or across all industries. Unfortunately, our CX Index shows that only 11 percent of companies succeed in delivering an excellent experience--one that would set them apart from competitors. Read more »
Mila D'Antonio | December 31, 2014
As news outlets and blogs publish their lists of the good, bad, and ugly for everything from movies, songs, YouTube videos, celebrity couples, technologies, and sports moments, to tweets, Instagram posts, hacks, images, selfies, advertisements, and so on, I'm joining in with my lists of cheers and jeers in the customer experience world. Here are the worst customer experiences in 2014. Read more »
Mila D'Antonio | December 22, 2014
In his book, The Self-Destructive Habits of Good Companies: ...And How to Break Them, author Jagdish N. Sheth offers sage advice: "shine a light on the dark places in your business. Uncover self-destructive habits before they destroy you." Understandably it's hard to kick a bad habit, but with dedication and self-observation you can successfully break the most common bad business habits. Here are four to eliminate in 2015: Read more »
Guest Blogger: Sam Stern | December 12, 2014
Companies with customer-obsessed cultures--think USAA or Southwest Airlines--differentiate themselves in their industries and earn major financial benefits as a result. But customer-obsessed cultures don't just happen: To help transform a culture, customer experience professionals must develop training and coaching curriculum that touches all employees. Read more »
Guest Blogger: Harley Manning | December 5, 2014
About two years ago I stopped taking cabs from my home in the suburbs of Boston to Boston's Logan airport. I wasn't drawn away by Uber; my local cab company pushed me away with its awful customer experience. Read more »
Mila D'Antonio | December 3, 2014
Technology is increasingly earning a place in every aspect of our lives--from conducting routine tasks like creating shopping lists to helping to transform our lifestyles, health, and mindsets. Read more »
Mila D'Antonio | December 1, 2014
If you were one of the 133.7 million shoppers who braved the malls and stores on Black Friday to find deals, you may have noticed smaller crowds and shorter lines. The National Retail Federation reported that Black Friday sales fell sharply this year (5.4 percent) due to the latest trend of retail sales creeping and spreading throughout the entire holiday season. Read more »
Mila D'Antonio | November 24, 2014
Tis the season for celebration, giving, and...shopping! As Black Friday approaches and Cyber Monday nears, consumers are thinking of how to score the best deals possible, while retailers focus on delivering the best possible customer experience. Here are five tips to help boost your customer engagement and increase retention during the holiday shopping season: Read more »
Judith Aquino | November 20, 2014
At what point do customers stop doing business with companies that display egregious and reckless behavior? The popular app-based car service Uber is testing the loyalty of its customers as one scandal after another pops up. The latest scandal showed the ugly side of Uber's predatory corporate culture when an executive reportedly discussed the idea of investigating the private lives of journalists who criticized Uber, starting with Sarah Lacy, founder and editor-in-chief of PandoDaily. Read more »
Mila D'Antonio | November 17, 2014
When I attended Customer Engagement World earlier this month, I heard questions in some sessions about how to reach the multi-screen customer. Attendees wanted to know everything from how to use Instagram to reach younger audiences to ways to integrate customer insights from social channels into the traditional marketing mix. While some panelists shared some solid examples and offered helpful advice, I still saw confusion on the faces of many in the audiences. Read more »
Guest Blogger: Rick Parrish | November 14, 2014
If you weren't looking, you might have missed a major recent development in federal customer experience (CX). In August, the White House announced the creation of the U.S. Digital Service (USDS), a team of experienced technologists based in the Office of Management and Budget and led by Deputy Federal CIO Mikey Dickerson. The team's job, simply put, is to improve federal CX by establishing digital services standards and accountability, identifying scalable customer-facing CX technologies for federal agencies to use, and Read more »
Mila D'Antonio | November 10, 2014
Visual content is changing social media and marketing campaigns. Businesses are finding that content that contains images is more valuable for businesses, as it has a higher chance of being shared than anything else on social media with statistically more page visits and increased engagement. Read more »
Guest Blogger: Michael Gazala | November 7, 2014
2014 wasn't a good year to be average. Since 2007, the average customer experience in the industries that Forrester tracks has gone up across the board, and the number of truly awful experiences has dropped like a rock. So if your CX is average, it's just not good enough to win, serve, and retain customers. And it won't get any easier next year: With companies investing more than ever to differentiate their customer experience, your average offering will soon be Read more »
Mila D'Antonio | November 3, 2014
Since its inception in 2004, the 1to1 Media Customer Champions has grown into a one-of-a-kind awards program that honors and spotlights the individuals responsible for game-changing customer-focused strategies-- a truly unique event that honors the leaders who create innovative change in their organizations. Read more »
Guest Blogger: Sam Stern | October 24, 2014
In my latest report for Forrester, How Customer Experience Champions Transform Culture, I take a closer look at how companies are using these programs to drive customer obsession. In 2014, a number of companies have launched their own versions of these programs, so we thought it was time to take a closer look. These programs work as extensions of core customer experience teams which tend to be quite small. Champions help: Read more »
Anna Papachristos | October 22, 2014
Over the years, loyalty programs and strategies have evolved to reflect consumer behaviors. But, as the competition within various markets becomes increasingly fierce, cultivating said loyalty has become more challenging than ever. Thus, companies across industries are now working to embrace the ever-growing spectrum of digital channels to create communities and facilitate conversation. Read more »
Mila D'Antonio | October 20, 2014
As more and more consumers gravitate toward mobile as their preferred channel to conduct their daily tasks, customer service will be well on its way to becoming the future trend for mobile apps and services. Read more »
Judith Aquino | October 16, 2014
It is no secret that customer loyalty is critical to business success. Consumers are inundated with programs and mobile apps that track their purchases and even their geographic locations to deliver offers that that encourage repeat purchases. Read more »
Guest Blogger: Harley Manning | October 13, 2014
Successful leaders today must challenge the status quo, abandon standard processes, and embrace creative disruption, according to thought leaders at this year's World Business Forum. Read more »
Guest Blogger: Harley Manning | October 10, 2014
Here's an objection I sometimes hear when I talk to people about how improving customer experience can boost business performance: "Sure, it sounds great for glam industries like automotive or fashion. But I sell widgets." Read more »
Don Peppers | October 7, 2014
Most definitions of "customer experience" boil down to how a customer perceives all their various interactions with a product. And of course this only really makes sense when we try to view it from the customer's own point of view. The quality of a customer's experience with your product or service is whatever the customer says it is. Read more »
Don Peppers | October 7, 2014
Although everyone agrees that having a better customer experience should be good for a company, a lot of us worry about how to pay for improving it. Customer service does cost money, so the question is whether the cost of delivering a better experience is worth it or not? Will a better customer experience pay for itself? Read more »
Mila D'Antonio | October 7, 2014
Creating the perfect customer experience is a challenge for many of us. In recent years, we've seen many customer experience blunders. J.C. Penney, for instance, stands out as one of the most well known when it overhauled its operations without asking many customers what they wanted. The company changed the layout of nearly every store, overwhelming and losing long-time customers resulting in a 25 percent sales loss in one year. Read more »
Mila D'Antonio | October 6, 2014
According to the Temkin Group's recent report, The State of Customer Experience Management, 2014, six out of 10 large companies want to be their industry's CX leader within three years. In many cases, customers who report having good experiences with companies are likely to recommend those brands to friends and buy from them again. Read more »
Guest Blogger: Sam Stern | September 26, 2014
In my last Forrester Research report, Standardize Great Customer Experience Delivery, I look at how companies create, share and assess customer experience standards. Done well, CX standards prevent avoidable customer experience mistakes, ensure consistent experience delivery, and set a high bar for customer experience quality. But bad CX standards are worse than no standards at all. Read more »
Anna Papachristos | September 24, 2014
For as long as I can remember, I've always referred to my legs as "chubby stubs" because when you're 4'11" all such body parts tend to grow outward, not upward. Thus, when winter boot season arrives, I typically gravitate toward the shorter varieties because I'm well aware that knee-high boots are reserved for tall women with toothpick limbs. Read more »
Mila D'Antonio | September 22, 2014
In the 1970's when Larry Ellison worked at Amdahl, an IT company that specialized in IBM mainframe, he came across a paper that would serve as the catalyst that would alter the course of his entire life."A Relational Model of Data for Large Shared Data Banks," by Edgar F. Codd described the concept of Structured Query Language (SQL) he had developed at IBM. Codd's employers saw no commercial potential in the SQL concept, but Ellison did. Read more »
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