WEBINAR RECORDING: CX Landscape for 2016
In case you missed our webinar last week, “The CX Landscape for 2016,” featuring Forrester Senior Analyst Rick Parrish, here’s a recap of what we covered. Or, if you’d like to experience the full presentation, click here or on the image at right to watch the webinar recording in its entirety.
2016 Customer Experience Predictions
Customer Experience will continue to gain momentum and interest from people throughout the organization, which will drive four major trends.
- Legacy systems will inhibit CX transformations. Many companies will be limited to fixing individual segments of the customer journey, but will not be able to broadly address the entire customer experience. However, as companies examine the journey and work to evolve from legacy systems, they will discover the holes in the experience that most urgently need fixing.
- CMOs’ growing interest in CX will threaten to overwhelm CX pros. This year we’ll see some marketing teams making plays to own CX, which will bring access to bigger budgets and greater attention. Some CX pros will even let themselves get absorbed by marketing as they attempt to dominate CX initiatives. But this will only go so far; the predicted decline of CMOs will not occur as these two disciplines will remain separate.
- Cash-starved CX pros will find some relief with lean CX methods. Customer experience pros will turn to new, progressive ways to improve and analyze the customer journey. Techniques such as lean customer research and crowdsourcing will be utilized more widely and new CX measurement tools will supplement surveys.
- CX techniques will proliferate throughout the enterprise. As awareness of the value of CX continues to grow, internal CX teams will get even busier. Similarly, smart CX and design agencies will see opportunities for a wealth of new business. And with the litter of new techniques mentioned above, CX pros will have to work even harder to maintain order and stay on strategy.