Forrester Principal Analyst Tony Costa shares results from a survey of 200+ global organisations who responded to 19 in-depth questions evaluating the current success of their customer experience initiatives and the challenges they face. This webinar is your chance to hear fresh and exclusive insights about customer experience and to learn which technological innovations you need to establish top-class customer experience initiatives for your business.

ccone发布于2019/04/08

注脚

展开查看详情

1.The Evolution To Real-Time Customer Experience Optimize Customer Experience With CX Data Platforms Key Findings From Forrester Thought Leadership Study May ,2017 Tony Costa Principal Analyst, Customer Experience Forrester David Waugh Senior Vice Present DataStax

2. Agenda • Study Objective and Background • Key Findings • Next Step • Q&A 2 © DataStax, All Rights Reserved.

3. The Forrester Thought Leadership on CX The Objective Independently evaluate the market awareness of Real Time CX, and the importance of a CX Data Platform to support advanced CX capabilities. Commissioned by DataStax in January 2017 3 © DataStax, All Rights Reserved.

4. Forrester conducted an online survey of 206 cross-industry organizations Study Background “In which country are you located?” US Germany 53% 11% Demographics / Data UK France 24% 11% Commissioned by DataStax in January 2017 “Which title best describe your position at your organization?” “What is your level of responsibility when it comes to customer experience initiative at 51% C-level your organization?” executive or VP I am part of a team I influence decisions making decisions 15% 26% 49% Director I am the final decision maker 59% 4 © DataStax, All Rights Reserved.

5.The Evolution To Real-Time Customer Experience Tony Costa Principal Analyst, Customer Experience @tonyjcosta

6. Agenda › Companies miss the mark with customer experience › Evolve your strategy from personalization to individualization › Recommendations © 2016 Forrester Research, Inc. Reproduction Prohibited 6

7. Companies Miss The Mark With Customer Experience © 2016 Forrester Research, Inc. Reproduction Prohibited 7

8.Delivering on all five market imperatives is the key to success in the age of the customer Drive business Transform the growth with privacy customer experience Age Turn big data into of the business insights customer Accelerate your digital business Embrace the mobile mind shift © 2016 Forrester Research, Inc. Reproduction Prohibited 8

9. Why care about CX? 5.1x 4.5x revenue growth of CX willingness to pay a price leaders over laggards premium of customers who have excellent versus very poor experiences Source: Forrester analysis of US Securities and Exchange Commission filings by Amazon, AT&T, Charles Schwab, Comcast, E-Trade, Edward Jones, Morgan Stanley, Southwest Airlines, United Airlines and Walmart from 2010 to 2015 Source: Forrester’s Customer Experience Index Online Survey, US Consumers 2016 © 2016 Forrester Research, Inc. Reproduction Prohibited 9

10. Firms say they are successfully executing their CX strategy… How successful is your organization currently at executing your customer experience strategy? 65% Base: 206 US and EMEA decision-makers with responsibility for CX initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of DataStax, February 2017 © 2016 Forrester Research, Inc. Reproduction Prohibited 10

11. … But there is a mismatch between their execution, aspirations and reality 84% of firms aspire …but only 1 out of 5 to be a CX leader… companies delivers good or great CX. Source: Q4 2015 Forrester/Heidrick & Struggles Global Evolved CMO/CCO Online Survey Source: Forrester’s Customer Experience Index Online Survey, US Consumers 2016 © 2016 Forrester Research, Inc. Reproduction Prohibited 11

12. Distribution Of Industry Scores in Forrester’s CX Index, 2016 Forrester’s Customer Experience Index Online Survey, US Consumers 2016; “US Customer Experience Index 2016” Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 12

13. Less than 40% are making data-fueled initiatives a top priority to improve customer experiences… How much of a business priority are the following initiatives for your organization over the next 12 months to win, serve, and retain customers? Base: 206 US and EMEA decision-makers with responsibility for CX initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of DataStax, February 2017 © 2016 Forrester Research, Inc. Reproduction Prohibited 13

14. …And just over a third are making meeting customer expectations a top CX goal What are the primary drivers, goals, and objectives for your customer experience strategy? (Select top three) Base: 206 US and EMEA decision-makers with responsibility for CX initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of DataStax, February 2017 © 2016 Forrester Research, Inc. Reproduction Prohibited 14

15.Each time a customer is exposed to an improved digital experience, their engagement expectations are reset to a new higher level.

16.Personalization is being prioritized due to its impact on customer experience 89% 77% of eBusiness and channel strategy of consumers have chosen, professionals plan to invest in recommended, or paid more for a personalizing the customer brand that provides a personalized experience in 2016-2017. service or experience. Source: Forrester's Q2 ‘16 Global eBusiness And Channel Source: Forrester’s North American Consumer Technographics Brand Strategy Professional Online Survey Compass Survey, Q3 ‘15 © 2016 Forrester Research, Inc. Reproduction Prohibited 16

17. As part of their CX strategy, companies claim they use data analytics and personalization… but without the means to do so effectively Which of the following approaches are part of your customer experience strategy? (Select all that apply) However, only a third have a comprehensive view of the customer and can consolidate customer data. There’s a disconnect here. If companies don’t do these, they don’t understand the customer in real-time and they can’t personalize effectively. Base: 206 US and EMEA decision-makers with responsibility for CX initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of DataStax, February 2017 © 2016 Forrester Research, Inc. Reproduction Prohibited 17

18. Over half still focus on what customers buy for CX. However, customer intent is most important for effective personalization in real-time Which types of customer data are important to your customer experience strategy? (Select all that apply) Critical for understanding customer' intent Base: 206 US and EMEA decision-makers with responsibility for CX initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of DataStax, February 2017 © 2016 Forrester Research, Inc. Reproduction Prohibited 18

19. Evolve Your Strategy From Personalization To Individualization © 2016 Forrester Research, Inc. Reproduction Prohibited 19

20. Leading organizations recognize there are gaps in personalizing customer experiences. © 2016 Forrester Research, Inc. Reproduction Prohibited 20

21. Individualization Engaging customers as a segment of one in real-time by listening, capturing, measuring, assessing, and addressing intent across every enterprise touchpoint. © 2016 Forrester Research, Inc. Reproduction Prohibited 21

22. You’ll have to convey that insights don’t last forever Weeks to Months Strategic Time to Act Hours to weeks Insights Performance Insights Seconds Operational to hours Insights Real-time Sub-second to seconds Insights Sub-second Seconds Hours to Weeks to to seconds to hours weeks Months Perishability Source: See the Forrester report “Perishable Insights – Stop Wasting Money On Unactionable Analytics” © 2016 Forrester Research, Inc. Reproduction Prohibited 22

23. 95% of organizations face challenges in collecting and using customer data What challenges does your organization face with collecting and using customer data? Base: 206 US and EMEA decision-makers with responsibility for CX initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of DataStax, February 2017 © 2016 Forrester Research, Inc. Reproduction Prohibited 23

24. 95% of companies are unable to get value from their data due to multiple factors Q14. What factors are holding you back from gaining value from your customer data? (Select all that apply) Base: 206 US and EMEA decision-makers with responsibility for CX initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of DataStax, February 2017 © 2016 Forrester Research, Inc. Reproduction Prohibited 24

25. A solid individualization strategy is built upon key technology investments that have four unique characteristics. © 2016 Forrester Research, Inc. Reproduction Prohibited 25

26.1. Customers are identified and treated as a segment of one using rich customer profiles.

27.2. Customer data is assessed in real-time and dynamically calculates intent.

28.3. Personalized content is delivered equally across every screen and channel.

29.4. Connected technologies enable far richer and more relevant engagements.