Jonathan Browne
Senior Consultant serving Customer Experience Professionals de Forrester
@jonathanbrowne @Forrester
Brand,...
© 2016 Forrester Research, Inc. Reproduction Prohibited 2
Agenda
› Are Marketing and Customer
Experience on the same page?...
© 2016 Forrester Research, Inc. Reproduction Prohibited 3
Are Marketing and Customer Experience
on the same page?
4Ps: Pro...
© 2016 Forrester Research, Inc. Reproduction Prohibited 4
Marketers and Customer Experience
teams have complementary goals...
© 2016 Forrester Research, Inc. Reproduction Prohibited 5
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
Brand CX dissonance erodes trust
Source: http://mediocrefilms.co...
© 2016 Forrester Research, Inc. Reproduction Prohibited 7
© 2016 Forrester Research, Inc. Reproduction Prohibited 8
Across industries and markets, meeting
customer expectations is ...
© 2016 Forrester Research, Inc. Reproduction Prohibited 9
In the age of the customer, your brand and
CX reinforce must rei...
© 2016 Forrester Research, Inc. Reproduction Prohibited 10
Agenda
› Are Marketing and Customer
Experience on the same page...
How can we set expectations …
… and meet those expectations?
What do your target customers expect?
What experience do they perceive?
What experience do you intend to deliver?
Nike stays true to its brand, while putting
customers in the driving seat
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
Four tactics to help your organization to
avoid brand and CX di...
© 2016 Forrester Research, Inc. Reproduction Prohibited 15
Use vivid and memorable artefacts to
bring brand and CX to life...
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
Airbnb’s storyboards illustrate emotional
moments in a stay
Sou...
© 2016 Forrester Research, Inc. Reproduction Prohibited 17
Four tactics to help your organization to
avoid brand and CX di...
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
Enrich customer life-cycle understanding
with journey maps
Forr...
© 2016 Forrester Research, Inc. Reproduction Prohibited 19
Four tactics to help your organization to
avoid brand and CX di...
Confidential - Reproduction prohibited Images purposefully blurred
Co-creation that engages people from the
entire ecosyst...
Western Union co-created experiences
with customers, employees, and
executives
© 2016 Forrester Research, Inc. Reproduction Prohibited 22
Four tactics to help your organization to
avoid brand and CX di...
© 2016 Forrester Research, Inc. Reproduction Prohibited 23
Sage Software North America blends CX
and Brand metrics in a pr...
© 2016 Forrester Research, Inc. Reproduction Prohibited 24
Agenda
› Are Marketing and Customer
Experience on the same page...
© 2016 Forrester Research, Inc. Reproduction Prohibited 25
The need for brand and CX convergence
will challenge current op...
© 2016 Forrester Research, Inc. Reproduction Prohibited 26
Jonathan Browne
+44 20 7323 7652
jbrowne@forrester.com
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Jonathan Browne, Congreso DEC. Brand, marketing and customer experience: better together?

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Presentación de Jonathan Browne en el III Congreso Internacional sobre Experiencia de Cliente, organizado por la Asocación DEC.

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Jonathan Browne, Congreso DEC. Brand, marketing and customer experience: better together?

  1. 1. Jonathan Browne Senior Consultant serving Customer Experience Professionals de Forrester @jonathanbrowne @Forrester Brand, marketing and customer experience: better together?
  2. 2. © 2016 Forrester Research, Inc. Reproduction Prohibited 2 Agenda › Are Marketing and Customer Experience on the same page? › What tactics can you adopt to prevent brand and CX dissonance? › How must companies adapt to achieve brand and CX convergence?
  3. 3. © 2016 Forrester Research, Inc. Reproduction Prohibited 3 Are Marketing and Customer Experience on the same page? 4Ps: Product, Price, Placement, Promotion 3 Es: Effectiveness, Ease, Emotion Segments Personas Brand CX CX teamsMarketers Segmentation RetentionTargeting Enrichment AdvocacySizing
  4. 4. © 2016 Forrester Research, Inc. Reproduction Prohibited 4 Marketers and Customer Experience teams have complementary goals but use different tools and tactics Source:
  5. 5. © 2016 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. © 2016 Forrester Research, Inc. Reproduction Prohibited 6 Brand CX dissonance erodes trust Source: http://mediocrefilms.com/
  7. 7. © 2016 Forrester Research, Inc. Reproduction Prohibited 7
  8. 8. © 2016 Forrester Research, Inc. Reproduction Prohibited 8 Across industries and markets, meeting customer expectations is a key to success Forrester report “Customer Experience Drives Revenue Growth In Europe, Too.” (December 2015) UK Cable Industry German Banking Industry
  9. 9. © 2016 Forrester Research, Inc. Reproduction Prohibited 9 In the age of the customer, your brand and CX reinforce must reinforce each other Age of manufacturing Mass manufacturing makes industrial powerhouses successful Age of distribution Global connections and transportation systems make distribution key Age of information Connected PCs and supply chains mean those that control information flow dominate Age of the customer Empowered buyers demand a new level of customer obsession
  10. 10. © 2016 Forrester Research, Inc. Reproduction Prohibited 10 Agenda › Are Marketing and Customer Experience on the same page? › What tactics can you adopt to prevent brand and CX dissonance? › How must companies adapt to achieve brand and CX convergence?
  11. 11. How can we set expectations … … and meet those expectations?
  12. 12. What do your target customers expect? What experience do they perceive? What experience do you intend to deliver?
  13. 13. Nike stays true to its brand, while putting customers in the driving seat
  14. 14. © 2016 Forrester Research, Inc. Reproduction Prohibited 14 Four tactics to help your organization to avoid brand and CX dissonance 1. Communicate a vision that sums up your brand identity and builds empathy for the customer journey 2. Internalise a combined portfolio of CX and marketing tools to enrich customer understanding 3. Co-create and co-locate so that everyone understands their role in shaping the experience 4. Connect brand And CX metrics for a richer understanding of customers' perceptions
  15. 15. © 2016 Forrester Research, Inc. Reproduction Prohibited 15 Use vivid and memorable artefacts to bring brand and CX to life for employees › Clearly communicate the unique attributes of the brand › Develop a shared understanding of and empathy with the customer journey › Enable employees to consistently and autonomously do what's right for the customer
  16. 16. © 2016 Forrester Research, Inc. Reproduction Prohibited 16 Airbnb’s storyboards illustrate emotional moments in a stay Source: Huyi C WordPress.com blog and Adaptive Path
  17. 17. © 2016 Forrester Research, Inc. Reproduction Prohibited 17 Four tactics to help your organization to avoid brand and CX dissonance 1. Communicate a vision that sums up your brand identity and builds empathy for the customer journey 2. Internalise a combined portfolio of CX and marketing tools to enrich customer understanding 3. Co-create and co-locate so that everyone understands their role in shaping the experience 4. Connect brand And CX metrics for a richer understanding of customers' perceptions
  18. 18. © 2016 Forrester Research, Inc. Reproduction Prohibited 18 Enrich customer life-cycle understanding with journey maps Forrester report “The Convergence Of Brand, Marketing, And Customer Experience,” (February 2016)
  19. 19. © 2016 Forrester Research, Inc. Reproduction Prohibited 19 Four tactics to help your organization to avoid brand and CX dissonance 1. Communicate a vision that sums up your brand identity and builds empathy for the customer journey 2. Internalise a combined portfolio of CX and marketing tools to enrich customer understanding 3. Co-create and co-locate so that everyone understands their role in shaping the experience 4. Connect brand And CX metrics for a richer understanding of customers' perceptions
  20. 20. Confidential - Reproduction prohibited Images purposefully blurred Co-creation that engages people from the entire ecosystem in one room is a silo buster
  21. 21. Western Union co-created experiences with customers, employees, and executives
  22. 22. © 2016 Forrester Research, Inc. Reproduction Prohibited 22 Four tactics to help your organization to avoid brand and CX dissonance 1. Communicate a vision that sums up your brand identity and builds empathy for the customer journey 2. Internalise a combined portfolio of CX and marketing tools to enrich customer understanding 3. Co-create and co-locate so that everyone understands their role in shaping the experience 4. Connect brand And CX metrics for a richer understanding of customers' perceptions
  23. 23. © 2016 Forrester Research, Inc. Reproduction Prohibited 23 Sage Software North America blends CX and Brand metrics in a prioritization grid Forrester report “The Convergence Of Brand, Marketing, And Customer Experience,” (February 2016)
  24. 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 24 Agenda › Are Marketing and Customer Experience on the same page? › What tactics can you adopt to prevent brand and CX dissonance? › How must companies adapt to achieve brand and CX convergence?
  25. 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 25 The need for brand and CX convergence will challenge current operating models › Who will own CX and brand? Firms will pursue divergent models for brand and CX leadership. Chief Strategy Officers will emerge to lead both functions in many companies. › How will firms become more responsive? Data will be liberally shared to get customers’ feedback into the hands of front line employees who can act upon it. › What skill sets will be required? The future belongs to teams that blend creative, digital, and analytical skill sets with good storytelling skills to deliver individualized, emotional, and continuous experiences.
  26. 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 26 Jonathan Browne +44 20 7323 7652 jbrowne@forrester.com

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