michelle yaiser - d3oxih60gx1ls6.cloudfront.net€¦ · michelle yaiser principal analyst forrester...

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#CXNYC

Michelle Yaiser

Principal Analyst

Forrester

@MichelleYaiser

#CXNYC

CX, Loyalty, and

Brand Strength

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© 2018 Forrester Research, Inc. Reproduction Prohibited

© 2018 Forrester Research, Inc. Reproduction Prohibited

Base: 175,421 (2018) to 171,857 (2017) to 161,332 (2016) US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2016, 2017, 2018

55% 55%

63%

57% 57%

64%

60%

56%

64%

AdvocacyEnrichmentRetention

2016-2018 Loyalty trends

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CX

Loyalty Brand

8© 2018 Forrester Research, Inc. Reproduction Prohibited

When customers have good experiences…

Base: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

74% will stay.

83% will stay when they have

excellent experiences.

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9© 2018 Forrester Research, Inc. Reproduction Prohibited

When customers have good experiences…

Base: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

66% will spend more.

83% will spend more when they have

excellent experiences.

10© 2018 Forrester Research, Inc. Reproduction Prohibited

When customers have good experiences…

Base: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

83% will recommend.

94% will recommend when they have

excellent experiences.

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© 2018 Forrester Research, Inc. Reproduction Prohibited

“One day it's fine

and next it's black.”

12© 2018 Forrester Research, Inc. Reproduction Prohibited

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

Is a brand that sets itself apart

from its competitors.

I prefer brand over all other brands like it.

I would go out of my way to do business

with brand.

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© 2018 Forrester Research, Inc. Reproduction Prohibited

Base: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

Positive

Increased by 1%-3% (2016-2017).

Decreased by same amount

(2017-2018).

2016-2018 Brand Strength Trends

© 2018 Forrester Research, Inc. Reproduction Prohibited

Base: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

Neutral

Decreased by 2%-4%.

2016-2018 Brand Strength Trends

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© 2018 Forrester Research, Inc. Reproduction Prohibited

Base: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

Negative

Increased by 2%-5%.

2016-2018 Brand Strength Trends

CX

Loyalty Brand

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© 2018 Forrester Research, Inc. Reproduction Prohibited

2xBase: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

more likely to go out of their way

to do business with a brand.

Customers who have excellent experiences are…

© 2018 Forrester Research, Inc. Reproduction Prohibited

2.4xBase: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

more likely to prefer a brand

over all other brands.

Customers who have excellent experiences are…

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© 2018 Forrester Research, Inc. Reproduction Prohibited

2.8xBase: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

more likely to think a brand sets

itself apart from competitors.

Customers who have excellent experiences are…

CX

Loyalty Brand

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© 2018 Forrester Research, Inc. Reproduction Prohibited

78%Base: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

will stay.

When customers feel positive about a brand…

© 2018 Forrester Research, Inc. Reproduction Prohibited

81%Base: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

will spend more.

When customers feel positive about a brand…

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© 2018 Forrester Research, Inc. Reproduction Prohibited

90%Base: 175,421 US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

will recommend.

When customers feel positive about a brand…

© 2018 Forrester Research, Inc. Reproduction Prohibited

Base: 175,421 (2018) to 171,857 (2017) to 161,332 (2016) US online consumers (18+) who interacted with a specific brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2016, 2017, 2018

CX’s impact on advocacy and revenue

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© 2018 Forrester Research, Inc. Reproduction Prohibited

CX

Loyalty Brand

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Thank youMichelle Yaiser

myaiser@forrester.com