Download - Serving The Perpetually Connected Customer
Serving The Perpetually
Connected Customer Melissa Parrish
Research Director
Principal Analyst
@MelissaRParrish
© 2013 Forrester Research, Inc. Reproduction Prohibited 2
Agenda
› What are perpetually connected customers’ new expectations?
› How can you serve them?
› Are you ready to deliver against their needs?
© 2013 Forrester Research, Inc. Reproduction Prohibited 3
Agenda
› What are perpetually connected customers’ new expectations?
›How can you serve them?
›Are you ready to deliver against their needs?
© 2013 Forrester Research, Inc. Reproduction Prohibited 4
The Mobile Mind Shift
The expectation that any
desired information or service is
available, on any appropriate
device, in context, at your
moment of need.
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Perpetually connected customers . . .
› Turn to technology for convenience.
• Two-thirds of shifted segments like online shopping
because it’s easier than going to a store.
• More than one in three Perpetuals use alternate
payment solutions because it’s a hassle to enter
credit card information.
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Perpetually connected customers . . .
› Will reveal personal info in exchange for:
• Faster (27%) and better (29%) customer service.
• Loyalty program points (43%).
• VIP perks like skipping lines and premium
reservations (49%).
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
What your
perpetually
connected
customers
want
What they
actually
get
Shorten the distance…
…through utility-based experiences
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
Agenda
›What are perpetually connected customers’ new expectations?
› How can you serve them?
›Are you ready to deliver against their needs?
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
Image source: Mercedes-Benz (http://www.mbusa.com/mercedes/index)
1. Become a trusted agent
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Image source: Dexigner (http://www.dexigner.com/news/24627)
2. Solve a customer problem
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Image source: AndroidAuthority.com (http://www.androidauthority.com/)
3. Get out of the customer’s way
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Image source: OnTheGeek (http://onthegeek.com/)
4. Automate mundane tasks
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Image source: SDCR Business Systems (http://www.sdcr.com/)
5. Fulfill a need they didn’t know they had
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Agenda
›What are perpetually connected customers’ new expectations?
›How can you serve them?
› Are you ready to deliver against their needs?
© 2013 Forrester Research, Inc. Reproduction Prohibited 16
Frequent, high-quality experiences are key
Quality of experiences
Frequency of
experiences
› Forrester’s
Customer
Experience
Index
› Net Promoter
› Customer
satisfaction
surveys Purchases, use and
services
(not advertising)
Quality of experiences
Frequency of
experiences
© 2013 Forrester Research, Inc. Reproduction Prohibited 17
If you’re in this quadrant . . .
Quality of experiences
Frequency of
experiences
Expand your
relationships.
Starbucks
Apple
Disney
USAA
© 2013 Forrester Research, Inc. Reproduction Prohibited 18
Tesco Homeplus re-thinks “offline”
Image source: Tesco (http://www.tesco.com/)
© 2013 Forrester Research, Inc. Reproduction Prohibited 19
If you’re in this quadrant . . .
Quality of experiences
Frequency of
experiences
Create reasons
to interact more
often.
Mayo Clinic
Virgin Atlantic Airways
© 2013 Forrester Research, Inc. Reproduction Prohibited 20
Image source: Nike+ Running App, Nike (http://nikeplus.nike.com/plus/)
Nike fulfills customers’ everyday needs
© 2013 Forrester Research, Inc. Reproduction Prohibited 21
If you’re in this quadrant . . .
Quality of experiences
Frequency of
experiences
Improve your
experiences.
Bank of America
Comcast
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Image source: iTunes store, Apple (http://www.apple.com/)
Verizon adds higher-quality experiences
© 2013 Forrester Research, Inc. Reproduction Prohibited 23
If you’re in this quadrant . . .
Quality of experiences
Frequency of
experiences
Redefine service
and
partnerships.
Health insurers
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Recommendations
What should you do right now?
© 2013 Forrester Research, Inc. Reproduction Prohibited 26
What your
perpetually
connected
customers
want
What they
actually
get
Shorten the distance…
…through utility-based experiences
© 2013 Forrester Research, Inc. Reproduction Prohibited 27
2. Evaluate your customers on the mobile mind
shift index.
3. Add up your nonadvertising interactions to
determine the frequency of your customer
experiences.
4. Use customer satisfaction measures to
determine the quality of your experiences.
5. Plot your company on the assessment chart.
© 2013 Forrester Research, Inc. Reproduction Prohibited 28
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