Joana Quintanilha Rick Parrish · 2018. 6. 19. · Joana Quintanilha jquintanilha@forrester.com...

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CX NYC 2018

Joana Quintanilha

Rick Parrish

Stop Writing CX Checks That Your Brand Can’t Cash

Sponsored by Thunderhead

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36%

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57%

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Brand Brand Promise Brand Reality

United Airlines “Fly the friendly skies.” Two security officers who

were caught on video in

April forcibly removing a

passenger from a United

Airlines flight in Chicago.

Wells Fargo “The quality of our service

keeps customers coming

back for more and is our

single biggest driver of

revenue growth.”

Thousands of customers

had additional accounts

and services opened in

their names by Wells

Fargo employees who

were trying to hit a growth

target.

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Different

Interpretations

Vague CX

Vision

Disconnected

From Customer

Reality

Unrealistic

Brand Promise

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Surface an authentic story

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Bring brand to life with

customer journeys

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› Make the brand promise real. Focusing on customer journeys helps

companies find customer-relevant ways they can surface the brand in the

context of what people are doing, thinking, and feeling.

› Build trust through consistent interactions. To build trust, smart

companies reconfirm the brand promise time and again by delivering on it

consistently across multiple journeys and interactions - some in parallel and

some in sequence.

› Become even more differentiated when the whole ecosystem manifests

the brand. Take this approach beyond customer journey maps and also

apply it to ecosystem maps, including employee journey maps, to enhance

the way frontline and back-office employees and partners deliver on the

brand promise.

Brands live (or die) through journeys

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To align with brand, journeys

must get six essentials right

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Interactive exercise

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Brand

Promise

CX Vision

What We

Do

How We

Do It

Tablestakes Differentiator Critical

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CX NYC 2018

Tara BranniganHead of Marketing,BOOK by Cadillac

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Final Thoughts

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Start infusing your journeys with brand now

› Benchmark journeys against competitors' to identify

opportunities for differentiation.

› Start with emotionally laden journeys that best align

to the brand promise.

› Focus on the journeys of customers most likely to

benefit from improvements.

› Focus on journeys that drive loyalty and retention.

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"How your brand does things" should play out across the journey

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A brand must balance table stakes, critical, and signature moments

Thank youJoana Quintanilha

jquintanilha@forrester.com

Rick Parrish

rparrish@forrester.com