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CX NYC 2018
Anjali Lai
The Barometer Of Customer Change Readiness
2© 2018 Forrester Research, Inc. Reproduction Prohibited
“…Take the dough of existing sentiment
– the world as it is – and knead it into
forms that lead people to think and act
in certain ways.”
3© 2018 Forrester Research, Inc. Reproduction Prohibited
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Photo: Pexels.com
5© 2018 Forrester Research, Inc. Reproduction Prohibited
What are the immediate
emotional effects of an
experience
What are the immediate
emotional effects of an
experience – and how do you
say the right thing to influence
consumers in the right moment?
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Stated Behavior
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Source: https://www.economist.com/blogs/graphicdetail/2016/07/daily-chart
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Source: https://www.economist.com/blogs/graphicdetail/2016/07/daily-chart
© 2018 Forrester Research, Inc. Reproduction Prohibited
Consumer Sentiment
10© 2016 Forrester Research, Inc. Reproduction Prohibited 10© 2016 Forrester Research, Inc. Reproduction Prohibited
Source: Puerto Vallarta News
11© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: Forrester’s ConsumerVoices Market Research Online Community, Q4 2016
“It was long and rough but the
crew was terrific – they were
super friendly and cracking
jokes as we sat on the tarmac
in high winds. We finally got
off only five hours late!”
12© 2018 Forrester Research, Inc. Reproduction Prohibited
Photo Source: W Magazine
Source: Forrester Analysis of Crimson Hexagon
Social Listening Data, Q4 2017
December 2017
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Source: FitBit’s Earnings Reports; Forrester’s Analysis of NetBase Aggregated Social Listening Data, 2015 to 2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
$0
$100
$200
$300
$400
$500
$600
$700
$800
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016
FitBit Revenue ($M) FitBit Net Sentiment
FitBit Wearables: Revenue and Net Sentiment
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Photo: Pexels.com
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Dominant Voices
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Source: Vox
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Photo by Manki Kim on Unsplash
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Isolation versus Identity
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Comfort versus Novelty
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Powerlessness versus Efficacy
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Distrust versus Trust
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Forrester’s Consumer Energy Index
Isolation Identity
Comfort Novelty
Powerlessness Efficacy
Distrust Trust
23© 2018 Forrester Research, Inc. Reproduction Prohibited
2. How to resonate with consumers
in the moment and draw them
into your brand experience.
1. The most important changes
in consumer attitude that
impact their desire to engage
with brands.
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Source: pixabay.com
25© 2018 Forrester Research, Inc. Reproduction Prohibited
Total US March 1, 2018
Base: 1,076 US Online Adults
Source: Forrester Data, Q1 2018
Identity
46
Novelty
63
Efficacy
68
Trust
42
Overall Score: 54
Isolation
Comfort
Powerlessness
Distrust
26© 2018 Forrester Research, Inc. Reproduction Prohibited
Total US
Base: 1,076 US Online Adults
Source: Forrester Data, Q1 2018
Identity
46
Novelty
63
Efficacy
68
Trust
42
Overall Score: 54
Isolation
Comfort
Powerlessness
Distrust
27© 2018 Forrester Research, Inc. Reproduction Prohibited
Total US After Facebook News April 3, 2018
Base: 501 US Online Adults
Source: Forrester Data, Q1 2018
Identity
43
Novelty
50
Efficacy
41
Trust
36
Overall Score: 44
Isolation
Comfort
Powerlessness
Distrust
© 2018 Forrester Research, Inc. Reproduction Prohibited
Base: 501 US Online Adults
Source: Forrester Data, Q1 2018
“Facebook will positively impact my quality of life.”
March 1, 2018
35%
© 2018 Forrester Research, Inc. Reproduction Prohibited
Base: 501 US Online Adults
Source: Forrester Data, Q1 2018
“Facebook will positively impact my quality of life.”
April 3, 2018
10%
30© 2018 Forrester Research, Inc. Reproduction Prohibited
Base: 501 US Online Adults
Source: Forrester Data, Q1 2018
30%
© 2018 Forrester Research, Inc. Reproduction Prohibited
© 2018 Forrester Research, Inc. Reproduction Prohibited
“AI-enabled experiences will positively impact my quality of life.”
March 1, 2018
33%
Base: 501 US Online Adults
Source: Forrester Data, Q1 2018
© 2018 Forrester Research, Inc. Reproduction Prohibited
“AI-enabled experiences will positively impact my quality of life.”
April 3, 2018
22%
Base: 501 US Online Adults
Source: Forrester Data, Q1 2018
34© 2018 Forrester Research, Inc. Reproduction Prohibited
What It Means (WIM)
› Measure how attitudinal drivers shift in context to
diagnose consumers’ volatile emotional state.
› Identify which consumers are emotionally withdrawing
from brand experiences – and are less compelled
to engage.
› Tailor messaging that fits how people are feeling
along the four drivers to draw consumers into your
brand (or digital) experience.
35© 2018 Forrester Research, Inc. Reproduction Prohibited
© 2018 Forrester Research, Inc. Reproduction Prohibited
Thank youAnjali Lai
+ 212.857.0711
alai@forrester.com
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