This document summarizes a presentation on differentiating digital customer experiences. It discusses how customer behavior is changing with mobile and social media, and that firms must define a clear digital customer experience strategy using tactics like personas and customer journey mapping. It also provides examples of how companies like Burberry and TeliaSonera have created unified customer experiences across digital and physical channels. The presentation recommends adopting tools to support real-time customer insights, partnering with digital agencies, and creating a roadmap to transform the digital experience.

1. Making Leaders Successful
Every Day

2. Differentiating the digital customer
experience
Jonathan Browne, Senior Analyst, Customer Experience
November 29, 2012

3. To thrive in the age of the customer:
Define a clear digital customer experience
strategy and use the right tactics to support it.

4. Agenda
How is customer behavior changing?
What must firms do to differentiate
their digital customer experience?
What tools and tactics should firms
adopt to achieve this?
How to get started
© 2012 Forrester Research, Inc. Reproduction Prohibited 4

5. We have entered the age of the
customer
Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report

6. Mobile and social experiences are changing how
we do fundamental things. . .
Source: Burberry (http://uk.burberry.com)

7. . . . like reading . . .
Source: February 25, 2011, “Mobile Is Not Just Another Channel” Forrester report

8. … shopping…

9. … researching and buying a car…

11. . . . investing . . .
Source: January 18, 2011, “How To Build Online Experiences Of The Future” Forrester report
Image source: Fidelity (https://www.fidelity.com/)

12. . . . finding a place to live . . .
Source: December 17, 2010, “Mobile Augmented Reality” Forrester report
Image source: MeilleursAgents.com (http://www.meilleursagents.com/)

13. . . . getting service . . .
Source: February 9, 2011, “Case Study: Giffgaff Uses Co-Creation To Build A Differentiated Mobile Service Business” Forrester
report
Image source: Giffgaff (http://giffgaff.com/)

14. Agenda
How is customer behavior changing?
What must firms do to differentiate
their digital customer experience?
What tools and tactics should firms
adopt to achieve this?
How to get started
© 2012 Forrester Research, Inc. Reproduction Prohibited 14

15. Define a digital customer experience
strategy
Company brand
attributes and business • Define brand attributes
objectives
Customer goals,
• Develop deep customer
behaviors, and understanding
Digital
touchpoint use customer
experience
• Consistency
Capabilities of • Choice strategy
touchpoints • Continuity
CARS: attributes of • CARS means:
next-generation digital Customized, Aggregated,
experiences Relevant, Social

16. Digital experience strategy flows from
company strategy . . .
Company strategy Customer expectation of Brand experience Digital customer
the brand strategy experience strategy
Source: July 13, 2011, “How To Develop Your Digital Customer Experience Strategy” Forrester report

17. Understand the “who” and the “how” of
your customers
Customers’ goals Content
What do customers need
Who are they, what are
to do to accomplish their
their goals and behaviors?
goals?
Digital customer
experience
strategy
Personality Touchpoints
How should the brand be
Where do customers
expressed throughout all
consume content?
interactions?
Source: May 18, 2011, “Why You Need A Digital Customer Experience Strategy” Forrester report

18. Understand the “who” and the “how” of
your customers
Customers’ goals Content
What do customers need
Who are they, what are
to do to accomplish their
their goals and behaviors?
goals?
Digital customer
experience
strategy
Personality Touchpoints
How should the brand be
Where do customers
expressed throughout all
consume content?
interactions?
Source: May 18, 2011, “Why You Need A Digital Customer Experience Strategy” Forrester report

19. Develop a unified customer experience
across digital and offline touchpoints
Source: April 30, 2012, “The Unified Customer Experience Imperative” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited 19

20. Unified does not mean uniform
Uniform experiences Unified experiences
Verbatim visuals and messaging Visual patterns and linguistic tone
Same depth and breadth of content Content sized for context
Every feature everywhere Contextual features/functionality
Least common denominator Leverage channel capabilities
Source: April 30, 2012, “The Unified Customer Experience Imperative” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited 20

21. Burberry’s online content entices customers and
provides a seamless connection to the store . . .
Source: Burberry (http://uk.burberry.com)

22. The store acts as a physical manifestation of the
digital experience.
Source: Burberry (http://uk.burberry.com)

23. Video and audio displays reflect Burberry’s brand
and create occasional rain showers . . .
Source: Burberry (http://uk.burberry.com)

24. . . . emphasizing the store’s connection with
Burberry’s signature trench coat . . .
Source: Burberry (http://uk.burberry.com)

25. . . . which is extended through Burberry’s social
media activities, such as “Art of the Trench.”
Source: Burberry - Art of the Trench (http://www.artofthetrench.com)

26. TeliaSonera unified its multichannel customer
experience across multiple countries
Source: TeliaSonera (http://www.teliasonera.com)

27. Websites, television, and mobile interfaces are
consistent in tone — but not identical.
Source: TeliaSonera (http://www.teliasonera.com)

28. The same visual patterns and color schemes are
carried through to offline channels, like the store . . .
Source: Fjordnet (http://www.fjordnet.com)

29. Content and functionality reflect customer needs and
expectations of the touchpoints.
Source: TeliaSonera (http://www.teliasonera.com) and Facebook (http://www.facebook.com)

30. Agenda
How is customer behavior changing?
What must firms do to differentiate
their digital customer experience?
What tools and tactics should firms
adopt to achieve this?
How to get started
© 2012 Forrester Research, Inc. Reproduction Prohibited 30

31. Adopt customer-centric tactics to build
differentiated digital experiences
 Qualitative research
 Personas
 Customer journey maps
 Voice of the customer programs

32. Qualitative research reveals customers’
goals, content needs, and behaviors
Exploratory Evolutionary Evaluative
 Determine what  Validate concepts  Test a concept in use
people do and how
 Uncover perception gaps  Uncover what people do
 Uncover unmet needs in existing tools with a specific interface

33. Personas enable teams to align on a
common understanding of the customer
Source: August 27, 2009, “Persona Best Practices Of Interactive Agencies” Forrester report

34. Maps enable organizations to take an
Outside In view of customer journeys
Source: Aviva

35. Voice Of Customer (VOC) programs
keep organizations responsive to
customer sentiment in real time
August 2011 “Lessons Learned From The 2011 Voice Of The Customer Award Winners”

36. Agenda
How is customer behavior changing?
What must firms do to differentiate
their digital customer experience?
What tools and tactics should firms
adopt to achieve this?
How to get started
© 2012 Forrester Research, Inc. Reproduction Prohibited 36

37. Keep track of your customers’ evolving
digital behavior

38. Adopt tools that support decision
making in a rapidly changing market
Source: June 22, 2011, “The Customer Experience Ecosystem” Forrester report

39. Partner with agencies with digital skills
and customer-centric philosophy
Source: June 16, 2011, “Where To Find Help For Interactive Design Projects In Europe, 2011” Forrester report

40. Build a road map for digital experience
transformation
Gather input from key stakeholders.
Do a deep dive on customers’ real needs.
Map core customer journeys.
Uncover gaps in what you have today.
Identify and prioritize near-, mid-, and long-
term projects.
Plan the activities that will help you
implement.

41. Assess the relative importance of each
interaction point
Importance to Importance to Impact on
Overall
the business customers users
Public site
Mobile application
Tablet application
Mobile website
Low Moderate High

42. Prioritize key initiatives
Clarity Severity Feasibility Affordability Return Overall
1. Improve functional aspects of site 3 2 3 3 2 13
2. Improve app usability 2 2 3 3 2 12
3. Deploy new mobile payment
functionality
3 1 3 2 1 11
4. Add reviews to product overview
pages
2 2 3 3 1 11
5. Improve self-service capability 3 2 2 1 3 11
6. Showcase apps/dashboards on
public site 2 2 2 3 1 10
7. Create regional site for Europe 2 2 2 2 2 10
8. Create site for China 2 2 1 1 2 8

43. Thank you
Jonathan Browne
+44 20 7323 7652
jbrowne@forrester.com