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.

Image source: Facebook (https://www.facebook.com/)

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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.

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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%).

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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

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If you’re in this quadrant . . .

Quality of experiences

Frequency of

experiences

Expand your

relationships.

Starbucks

Apple

Disney

USAA

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Tesco Homeplus re-thinks “offline”

Image source: Tesco (http://www.tesco.com/)

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If you’re in this quadrant . . .

Quality of experiences

Frequency of

experiences

Create reasons

to interact more

often.

Mayo Clinic

Virgin Atlantic Airways

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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

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If you’re in this quadrant . . .

Quality of experiences

Frequency of

experiences

Redefine service

and

partnerships.

Health insurers

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Partner with digital disruptors

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Recommendations

What should you do right now?

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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.

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