Pinkomarketing

Forrester’s: Your Company Can Differentiate Its Customer Experience Without Being Starbucks

What are some strategies for Experience Based Differentiation? This from the Forrester Consumer Forum Blog at the Chicago conference Oct 24/25, 2006.  We are always exploring the specific measurements, and tactics to implement customer centric environment.

Ultra-simplification

  • Radically reduce offerings and deliver critically important subset of features
  • Examples: JetBlue, ING Direct

Online infusion

  • Redefine offering by incorporating interactive features into the core product
  • Examples: Netflix, Disney Mobile

Value repositioning

  • Getting your customers to think about you differently
  • Examples: UMPQUA Bank (treats banking like a retail environment, kid-friendly), Post cereal (postopia.com–can’t compete with Kellogg’s for marketing budget, but innovative integration between store, box, and online)

Source: Forrester’s Consumer Forum Blog: Your Company Can Differentiate Its Customer Experience Without Being Starbucks

And the guidelines.

Obsess about customer needs, not product features

  • Clearly identified target customer segments
  • Customer insights drawn from ethnographic and qual research

Reinforce brands with every interaction, not just communications

  • Brand is well-defined and communicated to customers as a set of values
  • Westpac (“You said…Our goals”)–“Ask once effort”

CXP as competence, not a function

  • Execs are involved, not just “bought-in”
  • Employees are engaged in, not mandated into, the process

 

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