michelle yaiser - d3oxih60gx1ls6.cloudfront.net€¦ · michelle yaiser principal analyst forrester...
TRANSCRIPT
6/19/2018
1
#CXNYC
Michelle Yaiser
Principal Analyst
Forrester
@MichelleYaiser
#CXNYC
CX, Loyalty, and
Brand Strength
6/19/2018
2
© 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
6/19/2018
3
6/19/2018
4
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.
6/19/2018
5
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.
6/19/2018
6
© 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.
6/19/2018
7
© 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
6/19/2018
8
© 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
6/19/2018
9
© 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…
6/19/2018
10
© 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
6/19/2018
11
© 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…
6/19/2018
12
© 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
6/19/2018
13
© 2018 Forrester Research, Inc. Reproduction Prohibited
CX
Loyalty Brand
