brand experience

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The Future Of Mobility Is Data, Not Cars

Lorenzo Introna December 5, 2018

Having worked in and with the automotive industry for around 25 years, the challenges that OEMs face given their size and structures often inhibit the business agility needed to provide lasting customer value in an age of digital disruption. The focus has always been more skewed toward the product experience and product features and defining […]

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This I Tell You, Brother; You Can't Have One Without The Other: Brand And CX Together At Long Last

Dipanjan Chatterjee October 24, 2018

“Love and marriage, love and marriage They go together like a horse and carriage This I tell you, brother You can’t have one without the other” – Frank Sinatra The New Yorker once wrote of Sinatra that “he sounds the way you would sound if you could speak the things you feel.” In my line […]

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Marketers — Get Your Heads Out Of The Clouds!

Rusty Warner October 16, 2018

It’s frustrating when a customer exhibits purchase intent but doesn’t buy because of friction in the customer journey. It’s worse when a store manager or contact center agent is unaware of a digital promotion. Nearly 40% of CMOs say that a lack of consistent customer experience (CX) prevents greater online sales revenue. Empowered customers now […]

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Nike Scores A Customer-Values Touchdown

James L. McQuivey September 21, 2018

Unless you were on the Appalachian Trail for a few weeks, you know what I’m talking about. I’ll start with this paragraph from our newly published analysis of Nike’s “Just Do It” campaign featuring Colin Kaepernick, called “Nike Makes No Sacrifices“: Judging Nike’s decision is difficult because there’s so much conflicting evidence. In concept, values-based appeals […]

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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018

Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]

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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018

Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]

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Banking CX Is Stagnating

Alyson Clarke June 19, 2018

Customer experience leaders grow revenue faster than CX laggards, drive higher brand preference, and can charge more for their products. Based on a survey of more than 110,000 US adult customers in 2018, Forrester’s Customer Experience Index (CX Index™) methodology measures how well a brand’s customer experience strengthens the loyalty of its customers so that […]

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There Are No Clear CX Leaders Among US Brands — For The Third Year In A Row

Rick Parrish June 19, 2018

Forrester’s 2018 Customer Experience Index (CX Index) for US brands reveals a worsening CX leadership gap: Not a single brand has risen to the top of our rankings and continued to move upward, and the overall quality of US customer experience is stagnating. The report is based on Forrester’s CX Index™ methodology, which measures how […]

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Countdown To Forrester’s 10th Annual CXNYC Forum June 19–20

Harley Manning May 18, 2018

Back in 2009, Forrester launched its first customer experience forum. We picked New York as the location because for years we’d put on a financial services event there, and we knew that our attendees from the banking, brokerage, and insurance industries all had CX on their minds. We didn’t know how well the new event […]

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All Brands Need A Full-Fledged Digital Commerce Strategy

Michelle Beeson May 17, 2018

The internet has enabled brands to sell more of their products to an ever-expanding universe of shoppers, but digital distribution has also added complexity to the relationship between brands and retailers and other channel partners. All brands need to set parameters around the digital sales of their goods, regardless of the type of brand or […]

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Marketers, You Desperately Need A New Mindset

Jim Nail April 20, 2018

You have to feel bad for marketers: For years, they’ve tried to keep pace with changing buyer behaviors and adapt to the cross-device and cross-channel habits of their customers. To guide their progress, they’ve fallen back on familiar routines: benchmarking against past performance, optimizing short-term results, and pushing people through the sales funnel. The problem […]

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Apple's Brand Playbook Unlocked

Dipanjan Chatterjee April 9, 2018

Do you want to be like Apple? In 2010, Apple ranked as the 17th most valuable brand in the world. Just three years later, it had garnered the top spot and has remained there. Since 2010, Apple’s brand value has increased at a compound annual growth rate of 36%, while the entire “brandscape” has grown […]

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Amazon Flirts With Banks And Their Customers: Here’s What You Should Do

Peter Wannemacher April 3, 2018

Like a football team captain at a junior high dance, Amazon just sauntered up to a big group of people and started dropping hints about its sweet moves on the dance floor . . . Okay, that’s not exactly what’s happening here, but it sure felt like that to many bank executives who heard the […]

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Adobe Summit 2018: Unleash The Experience Makers!

Erna Alfred Liousas March 29, 2018

“Make experience your business,” Adobe’s rallying cry, is timely. Today, B2B and B2C customers observe a brand’s overall experience, not simply select products or touchpoints. As a former marketer now analyst covering social networks, online communities, user-generated content (UGC), and ratings and reviews, I encourage B2C marketers to create customer-driven experiences corresponding to specific audience […]

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Q&A: Branded Manufacturers Digital Commerce Strategies

Michelle Beeson March 29, 2018

Direct-to-consumer (D2C) commerce is not a new concept for branded manufacturers, but there is certainly renewed interest and more options to choose from. With consumers ever more digitally connected, branded manufacturers are enticed by direct digital commerce benefits, like better sales margins, increased product control, and richer customer relationships. A new Q&A report explores questions […]

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Consumer Marketing 2018: Build Emotion-Powered Brands With Dipanjan Chatterjee

Dipanjan Chatterjee March 19, 2018

WHAT DO EMOTIONS HAVE TO DO WITH BRANDING STRATEGY?   I sat as a silent observer at an internal marketing workshop of a multi-billion-dollar consumer brand. They spoke for three hours about being customer-obsessed. They never spoke about the customer. That’s the old way of marketing. As a profession, we’ve talked the talk about customer […]

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The Data Digest: Consumers Check Out Amazon Go

Chris Collins February 14, 2018

Amazon recently launched a new and unique type of store, after beta testing it for the better part of a year. The store, dubbed Amazon Go, promises consumers no checkout lines: Everything you grab from the shelves is tracked and charged to your Amazon account. With the help of the enigmatic Just Walk Out technology, […]

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The Data Digest: Your Brand Is A Social Icon

Anjali Lai February 9, 2018

I’ve just returned from a trip through India where I had the opportunity to experience the Taj Mahal Palace Hotel in Mumbai. One of the most gripping aspects, even beyond the impressive design and meticulous customer service, is the property’s history: The story of how one man’s personal endeavor yielded a global brand that’s iconic […]

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Luxury Retail – Invest In Digital Transformation For A Successful 2018 And Beyond

Michelle Beeson January 23, 2018

Good news for luxury brands – Luxury will see continued growth for online sales and for in-store sales that are influenced by digital touchpoints, per Forrester’s newly updated Global Luxury Retail Sales Forecast 2017 to 2022. So that’s great – but, as we saw in our research last summer, many luxury brands still have work […]

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The Power Of Our Brand Energy Framework, Now In Your Hands

Dipanjan Chatterjee December 4, 2017

A FOND FAREWELL TO BRAND MANAGEMENT (AS WE KNEW IT) It is apparent to marketers who’ve chosen to look with a critical eye that the old-school, text book, command-and-control branding is headed the way of the dodo bird. The idea of managers controlling brand is not just quaintly archaic, it is thoroughly ineffective. In the Age […]

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