Experiencia del consumidor

September 12, 2007

Topic Overview: Customer Experience
by Harley Manning for Customer Experience Professionals

Making Leaders Successful Every Day

For Customer Experience Professionals

Topic Overview: Customer Experience
by Harley Manning with Bruce D. Temkin, Kerry Bodine, Moira Dorsey, and Steven Geller

September 12, 2007

EXECUT I V E S U M MA RY
Forrester’s customerexperience research helps customer experience professionals and interactive marketing professionals compete effectively in a world where empowered consumers are getting harder than ever to win and keep. Our research spans multiple channels like Web sites, IVR systems, phone agents, email communications, kiosks, and packaging. We look across a variety of industries from both a business-to-business andbusiness-to-consumer perspective, including financial services, healthcare, manufacturing, retail, and travel. Key topic areas include benchmarking customer experience, building the business case for change, and transforming organization, culture, and process.

TABLE O F CO N T E N TS
2 Why Customer Experience Matters 2 Forrester’s Take On Customer Experience 7 Best Practices Benchmark YourCustomer Experience Build The Business Case For Change Transform Your Way Of Doing Business 9 Related Topics Industry-Specific Customer Experience Insights Interactive Marketing Social Computing 11 Upcoming Research 11 For More Information

N OT E S & R E S O U R C E S
Forrester compiled its most important research on customer experience to provide an overview of our research and perspectives on thissubject.

Related Research Documents “Best And Worst Of Cross-Channel Design, 2007” February 16, 2007
“Experience-Based Differentiation” January 2, 2007 “The ROI Of Web Redesigns Made Simple” March 17, 2006

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Topic Overview: Customer Experience
For Customer Experience Professionals

WHY CUSTOMER EXPERIENCE MATTERS Here’s some bad news for old school marketers: Today’s empowered consumers are getting harder to win and keep. Our research shows that over the past three years, they’ve become more likely to research productsonline and less likely to be influenced by advertising (see Figure 1-1). Even worse, during the past four years, the percentage of consumers who think price is more important than brand name has steadily increased (see Figure 1-2). So how can companies attract and retain customers who have access to infinite information across their choice of traditional and digital channels? For leading firms likeApple, Disney Mobile, ING DIRECT, JetBlue Airways, and Netflix the answer is to compete — and win — on the strength of superior customer experience.1
Figure 1 Consumers Are Becoming Harder To Satisfy
1-1 Consumers are driven by research, not advertising
Percentage who agree:
“I like to research products online and purchase them offline.” “Advertisements help me decide what to buy.” 19% 25% 27%2004 2005 2006

19% 18% 15%

1-2 Consumers focus more on price
60% 47% 40% 0% 43% 48% 42% 32% 2003 34% 48% 50%
“Price is more important to me than brand names.” “I would pay more for products that save me time and hassles.”

2004 2005 2006 Base: US households Source: Forrester’s Consumer Technographics® 2003-2005 North American Benchmark Studies and Forrester’s NACTAS 2006 Benchmark...