6/19/2018
1
CX NYC 2018
Joana Quintanilha
Rick Parrish
Stop Writing CX Checks That Your Brand Can’t Cash
Sponsored by Thunderhead
2© 2018 Forrester Research, Inc. Reproduction Prohibited
36%
6/19/2018
2
3© 2018 Forrester Research, Inc. Reproduction Prohibited
57%
4© 2018 Forrester Research, Inc. Reproduction Prohibited
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.
6/19/2018
3
5© 2018 Forrester Research, Inc. Reproduction Prohibited
6© 2018 Forrester Research, Inc. Reproduction Prohibited
Different
Interpretations
Vague CX
Vision
Disconnected
From Customer
Reality
Unrealistic
Brand Promise
6/19/2018
4
7© 2018 Forrester Research, Inc. Reproduction Prohibited
8© 2018 Forrester Research, Inc. Reproduction Prohibited
Surface an authentic story
6/19/2018
5
9© 2018 Forrester Research, Inc. Reproduction Prohibited
10© 2018 Forrester Research, Inc. Reproduction Prohibited
6/19/2018
6
11© 2018 Forrester Research, Inc. Reproduction Prohibited
12© 2018 Forrester Research, Inc. Reproduction Prohibited
Bring brand to life with
customer journeys
6/19/2018
7
13© 2018 Forrester Research, Inc. Reproduction Prohibited
› 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
14© 2018 Forrester Research, Inc. Reproduction Prohibited
To align with brand, journeys
must get six essentials right
6/19/2018
8
15© 2018 Forrester Research, Inc. Reproduction Prohibited
16© 2018 Forrester Research, Inc. Reproduction Prohibited
6/19/2018
9
17© 2018 Forrester Research, Inc. Reproduction Prohibited
Interactive exercise
18© 2017 FORREST ER. REPRODUCT ION PROHIBIT ED.
Brand
Promise
CX Vision
What We
Do
How We
Do It
Tablestakes Differentiator Critical
6/19/2018
10
CX NYC 2018
Tara BranniganHead of Marketing,BOOK by Cadillac
20© 2017 FORREST ER. REPRODUCT ION PROHIBIT ED.
6/19/2018
11
21© 2017 FORREST ER. REPRODUCT ION PROHIBIT ED.
22© 2018 Forrester Research, Inc. Reproduction Prohibited
Final Thoughts
6/19/2018
12
23© 2018 Forrester Research, Inc. Reproduction Prohibited
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.
25© 2017 FORREST ER. REPRODUCT ION PROHIBIT ED.
"How your brand does things" should play out across the journey
6/19/2018
13
26© 2018 Forrester Research, Inc. Reproduction Prohibited
A brand must balance table stakes, critical, and signature moments
Thank youJoana Quintanilha
Rick Parrish