The Barometer Of Customer Change Readiness...Source: FitBit’sEarnings Reports; Forrester’s Analysis of NetBase Aggregated Social Listening Data, 2015 to 2017 0% 10% 20% 30% 40%

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.”


© 2018 Forrester Research, Inc. Reproduction Prohibited

Photo: Pexels.com


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?


Stated Behavior


Source: https://www.economist.com/blogs/graphicdetail/2016/07/daily-chart


Source: https://www.economist.com/blogs/graphicdetail/2016/07/daily-chart


Consumer Sentiment

10© 2016 Forrester Research, Inc. Reproduction Prohibited 10© 2016 Forrester Research, Inc. Reproduction Prohibited

Source: Puerto Vallarta News


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!”


Photo Source: W Magazine

Source: Forrester Analysis of Crimson Hexagon

Social Listening Data, Q4 2017

December 2017


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


Photo: Pexels.com


Dominant Voices


Source: Vox


Photo by Manki Kim on Unsplash


Isolation versus Identity


Comfort versus Novelty


Powerlessness versus Efficacy


Distrust versus Trust


Forrester’s Consumer Energy Index

Isolation Identity

Comfort Novelty

Powerlessness Efficacy

Distrust Trust


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.


Source: pixabay.com


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


Total US

Base: 1,076 US Online Adults


Identity

46

Novelty

63

Efficacy

68

Trust

42

Overall Score: 54

Isolation

Comfort

Powerlessness

Distrust


Total US After Facebook News April 3, 2018

Base: 501 US Online Adults


Identity

43

Novelty

50

Efficacy

41

Trust

36

Overall Score: 44

Isolation

Comfort

Powerlessness

Distrust




“Facebook will positively impact my quality of life.”

March 1, 2018

35%




“Facebook will positively impact my quality of life.”

April 3, 2018

10%




30%



“AI-enabled experiences will positively impact my quality of life.”

March 1, 2018

33%




“AI-enabled experiences will positively impact my quality of life.”

April 3, 2018

22%




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.



Thank youAnjali Lai

+ 212.857.0711

[email protected]

Documents

The Barometer Of Customer Change Readiness...Source: FitBit’sEarnings Reports; Forrester’s Analysis of NetBase Aggregated Social Listening Data, 2015 to 2017 0% 10% 20% 30% 40%