CMSWire: CX Quality Is Falling—Forrester Says Total Experience Can Fix It

This article was written by Greg Kihlström for CMSWire. Read the full article here.

About 1,500 customer experience, digital-business and B2C marketing leaders converged here in Nashville June 23-26 to better understand the secret to “faster revenue, higher revenue, and a better overall experience.”

This is how Forrester CEO George Colony introduced the concept of the “Total Experience” at his company's CX Summit North America. In the world of total experience, brand promise becomes aligned with often unpredictable and unknowable omnichannel customer expectations.

This year’s conference went well beyond simply making the case for great CX. In fact, Shar Van Boskirk’s Day 2 keynote emphasized that great CX isn’t just a requirement, it’s table stakes. Additionally, there was a strong focus on tying CX to return on investment this year, including justifying investments in customer and employee experience as a unified investment that can pay off as a revenue potential of 3.5x or more.

This year, Forrester unveiled a few concepts and measurements at the show:

• The Total Experience, or the the combination of brand experience and customer experience, has the potential for revenue gains, yet requires breaking down internal silos.

• The Brand Experience Index, which adds to its existing Customer Experience Index to create a new combined Total Experience quadrant of measurement for brands to better understand how they are reaching and retaining customers.

• The Network Effect of AI, which makes the argument that AI augments, not replaces, employees when deployed effectively, and has the potential to drive growth, not simply save money.

• The Annual Global Customer Experience Index Rankings showed that CX hit an all-time low in North America this year.

This article was written by Greg Kihlström for CMSWire. Read the full article here.