DLYohn notes & quotes from Forrester Customer Experience Forum 2010

Forrester Customer Experience Forum 2010

06.29 – 06.30.10© 2010 Denise Lee Yohn, Inc.1

notes and quotes from Forrester’s Customer Experience Forum:

Creating Breakthrough Customer Experiences



on creating emotionally engaging experiences:

the experience is its own reward

Ron Rogowski, Principle Analyst, Forrester



on the chasm between strategy and actual experience:

80% of CEOs believe they offer a superior

customer experience;

only 8% of their customers agree

Tim Suther, Vice President – Global Multichannel Marketing Services, Acxiom



a customer experience capability model:


reach & engage your audience via narrowcasting

apply multi-dimensional

customer insight

develop a marketing

central nervous

system which remembers &

learns from every customer

interaction

deliver personalized

and coordinated engagement



on implementing superior customer experiences:

I don’t know if you can [simply] tell people

to change; it needs to be fundamental to your strategy




on the importance of the customer experience:

client retention is the new acquisition

Sabrina Wiewel, Chief Tax Network Officer, H&R Block



on why “be efficient” is one of AmEx’s tenets of

building relationships with customers:

our customers’ time is important –we’re an interruption

Reena Panikar, VP Customer Service, American Express



on creating breakthrough experiences:

exploit the senses -- ask: “what role

does touch, movement, visualization [etc.] play in the total experience?”

James L. McQuivey, VP/Principal Analyst, Forrester Research



on living the brand:

demonstrate what’s important to you

in every experience

Dan Hesse, CEO, Sprint



on the customer experience “journey” at Allstate:

it never ends…

we’re always evolving, always learning

Patty VanLammeren, Chief Customer Experience Officer, Allstate Insurance



on making customer experience changes:

success is the systemic improvement in the

process across the enterprise




on getting internal traction for customer experience:

strategy doesn’t matter without engagement,

ownership, accountability




on embracing what differentiates your brand:

be who you are

John Costello, Chief Global Customer & Marketing Officer, Dunkin' Brands



on having fun:

this is the best time to be in marketing




when the guest experience is defined by

a 2-foot square window:


http://vimeo.com/13250523

Business

DLYohn notes & quotes from Forrester Customer Experience Forum 2010