Kerry Bodine

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Customer Experience Professionals, Meet Service Design — Your New Best Friend

Kerry Bodine January 3, 2014

Companies can turn to a variety of experts — like interactive agencies and customer experience transformation consultants — for help with improving or innovating the customer experience. But despite years of experience and a thriving professional network, one type of expert remains virtually unknown to customer experience professionals: the service design agency. Customer experience professionals […]

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Customer Experience Design Lessons From B2C And B2B Award Winners

Kerry Bodine November 22, 2013

Business-to-consumer (B2C) financial services provider Ally Bank and business-to-business (B2B) professional services firm PwC Australia took home top honors in the design category of Forrester’s first annual Outside In Awards. In our recent report, Amelia Sizemore and I describe how — despite vastly different business models and target customers — Ally and PwC followed strikingly similar […]

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Case Study: Innovating The Fast-Casual Restaurant Experience

Kerry Bodine November 1, 2013

In 2011, the executives at Bertucci’s, a 30-year-old restaurant chain in the US Mid-Atlantic and New England regions, faced a big problem: The restaurant had become nearly invisible to younger generations of diners. Bright lighting and rows of faux-leather booths beckoned parents with messy young children — not ever-shifting groups of young friends on the […]

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Calling All Service Design Agencies! Add Yourself To Forrester’s Upcoming Report

Kerry Bodine October 15, 2013

The survey is now closed. Many thanks to all of the agencies and service designers who submitted. We'll be in touch soon. *** The survey deadline has been extended to November 7 at midnight Eastern! Please see my comment in the thread below for more details. *** “Who can help us design great customer experiences?” I […]

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How Does Service Design Relate To CX And UX?

Kerry Bodine October 4, 2013

Service design is critical to customer experience (CX). (If you’re not sure why, please check out my post from earlier this week called “Service Design: The Most Important Design Discipline You’ve Never Heard Of,” and then come back and continue reading.) But what exactly is the relationship between the service design and CX? And how […]

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Service Design: The Most Important Design Discipline You've Never Heard Of

Kerry Bodine October 1, 2013

Today is the first annual Customer Experience Day! There’s a growing number of professionals who are dedicated to making great customer experiences — and today is a day to celebrate their work. Today I’d also like to celebrate the role of design in helping customer experience (CX) pros create those experiences. It's not graphic design, […]

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You Asked, We Answered! Q&A About Customer Experience Innovation

Kerry Bodine September 6, 2013

In July, I delivered a webinar about customer experience innovation. I explained that in order to create innovative experiences that drive differentiation and long-term value, companies need to triangulate on consumer needs, the business model, and the brand. I received several great questions during the call, and I thought it would be worth answering them […]

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Want To See Forrester At SXSW? Vote Now!

Kerry Bodine September 4, 2013

Each year, SXSW crowdsources part of its programming. For 2014, eight Forrester analysts have proposed presentations based on our current and upcoming research. If you’d like to see any of these presentations at SXSW, we’d love your vote. It’s easy: After a quick sign up, just follow the links below and give these sessions a […]

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Customer Experience Innovation Done Right

Kerry Bodine July 12, 2013

These are extraordinary times. Of course, I’m not the first person to say these words. That’s how JFK kicked off his man on the moon speech in May 1961. He also said (slightly paraphrased), “We choose to go to the moon in this decade — not because it is easy, but because it is hard.” […]

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Customer Experience Innovation From The Outside In

Kerry Bodine June 14, 2013

Firms crave differentiation. But the truth is that even companies with dedicated time and budget for customer experience innovation focus most of their efforts on two things — whatever their competitors are doing and whatever the latest technology enables them to do. When companies blindly add shiny new features or trendy technologies to their mix […]

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Business Model And Brand: Keys To Customer Experience Innovation

Kerry Bodine May 17, 2013

At Forrester, we define customer experience as how customers perceive their interactions with your company. Over the past few years, my colleagues and I have written a lot about the perceptions piece of that definition. Here’s a quick overview: Customers’ perceptions occur on three different levels, which we collectively refer to as the customer experience […]

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You Asked, Forrester Answered: Questions About Customer Experience Design

Kerry Bodine April 19, 2013

Of the six disciplines in Forrester’s customer experience maturity model, design is probably the least understood. It’s is not taught in most business schools (although this is starting to change at institutions like Stanford and the University of Toronto). It’s also not widely practiced in most companies outside of specialized groups that focus on digital […]

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Catch Four Forrester Speakers At SXSW

Kerry Bodine March 7, 2013

SXSW Interactive starts tomorrow! Are you making the trek to Austin? If so, please join me for a book reading and short presentation about the ideas in Outside In: The Power of Putting Customers at the Center of Your Business. In addition to outlining the business benefits of improving your customer experience, I’ll discuss the critical […]

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You Asked, We Answered! Q&A From Our Co-Creation Webinar

Kerry Bodine March 4, 2013

On February 14, Amelia Sizemore and I delivered a Webinar about customer experience co-creation. We received so many questions that we couldn’t answer them all during the call, so I’m answering them (in brief) here: How is co-creation different from human-centered design? Co-creation is a process of face-to-face active collaboration with your company’s employees, partners, and customers. […]

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How To Co-Create Your Customer Experience: Sweat The Details

Kerry Bodine February 14, 2013

It’s Valentine’s Day, so shout it as loud as you can: “I love my customers!” Now, prove it by designing products, services, and experiences that actually meet their needs. How are you going to do that? By involving actual customers (as well as employees and partners) in the design process. This collaborative activity, called co-creation, […]

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Why Should You Co-Create Your Customer Experience?

Kerry Bodine February 1, 2013

Despite professed customer centricity, many firms don’t think to involve customers, employees, or key partners in the experience design process. That’s unfortunate, because this activity — called co-creation — can help companies understand what types of interactions will best meet people’s needs and then figure out how to implement those interactions the right way. Co-creation […]

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Can You Buy Your Way To A Better Customer Experience?

Kerry Bodine January 18, 2013

Earlier this month, Avis announced that it will acquire Zipcar. On paper, the combination of a traditional car rental company with a car-sharing service sounds like a win-win deal. Unfortunately, many of Zipcar’s customers think they’ll end up as losers. Here’s just a sampling from the hundreds of comments that concerned Zipsters have posted on […]

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Forrester’s 2013 Customer Experience Predictions

Kerry Bodine January 4, 2013

Over the past two years, consumer technology adoption and market forces have catapulted the field of customer experience into strategic stature. In 2012, this shift manifested itself privately through sweeping organizational changes at companies in nearly every industry — and shined publicly through professional organizations, the media, and even the courts. However, it will be […]

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The Danger Of Big Data

Kerry Bodine December 28, 2012

A couple of months ago, I spoke at a conference in Las Vegas. Immediately before my talk, two advertising execs, one a professed quant geek and the other a “creative,” spoke about how their agencies rely less on hunches these days and more on quantitative data to drive emotional relevance between their clients and consumers. […]

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Outside In Holiday Promotion (Part Two) — Book Giveaway!

Kerry Bodine December 15, 2012

Our book giveaway contest is over and our 10 randomly selected winners are: Holly S. from Fannie Mae Arshad F. from Mobrise  Thomas Z. from CIO2020.com Juha-Pekka H. from P&C Insurance Monika K. from HSBC Francesco R. from Pasticceria Romeo Kim P. — @retaincustomers Christian B. — @CSinnovations4 Derek G. — @derekgardiner Zsolt N. — @zsoltnagy4   […]

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