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#CXNYC
TJ Keitt
Senior Analyst
Forrester
@tjkeitt
#CXNYC
Is Your Experience
Habit Forming?
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© 2018 Forrester Research, Inc. Reproduction Prohibited
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Photo: Brewbooks via flickr.com
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Photo: Joel Kramer via flickr.com
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© 2018 Forrester Research, Inc. Reproduction Prohibited
© 2018 Forrester Research, Inc. Reproduction Prohibited
How do you form lasting customer habits?
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Cue Routine Reward
Cue Routine Reward
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A flexible CX ecosystem that
can adapt to customer change.
A deep customer understanding
that fosters smart responses.
A CX vision rooted in brand
and business strategy.
Improvement in the
customer experience.
Growth in the business.
1
2
Help specific customers develop
a habit around your experience.
Use existing habits as a
springboard to form new habits.
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Photo: JetBlue
Engaging corporate culture that
emphasizes humanity and innovation.
A comprehensive customer feedback
program built around NPS.
CX Vision: A differentiated product
and culture that inspires humanity.
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Source: Forrester’s Customer Experience Index Survey, US Consumers, 2017
“Years of flying with them keeps me coming
back for great service. From booking online,
to arriving at the airport, JetBlue has catered
to me and I haven't asked for anything.”
― JetBlue customer, Male, Age 40-44
© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: JetBlue 2017 Annual Report
$6,416 $6,632
$7,015
JetBlue Operating Revenue(In Millions)
2015 2016 2017
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: JetBlue 2017 Annual Report
41,711
45,61947,240
JetBlue Revenue Passenger Miles(In Millions)
2015 2016 2017
© 2018 Forrester Research, Inc. Reproduction Prohibited
Base: 1,051 US online consumer (18+) who interacted with JetBlue within the past 12 months
Source: Forrester Data Customer Experience Index Online Survey, US Consumers 2015, 2016, and 2017
JetBlue Customer Advocacy
69%
76%
80%
2015 2016 2017
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Photo: Amazon
Innovative devices and a large partner
network that support new interactions.
A deep repository of customer data
that supports robust analytics.
CX Vision: A focus on selection,
price, and convenience.
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Source: Forrester’s ConsumerVoices Market Research Online Community, US, 2018
“I come back to Amazon because it's like
the Google of searching. It's just what I do
to shop online.”
― Amazon Prime customer, Male, Age 28
© 2018 Forrester Research, Inc. Reproduction Prohibited
59%Source: Consumer Technographics North American Online Benchmark Survey (Part1), 2017
Made a purchase
on Amazon.com.
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: Amazon 2017 Annual Report
Amazon Online Store Revenue(In Millions)
$76,863 $91,431
$108,354
2015 2016 2017
© 2018 Forrester Research, Inc. Reproduction Prohibited
So where should you start?
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Make value your focal point.
Determine where you have
permission to be.
Find your focus habits.
© 2018 Forrester Research, Inc. Reproduction Prohibited
Make value your focal point.
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Photo: Comcast
Source: Forrester’s ConsumerVoices Market Research Online Community, US, 2016
“When I want to watch a WHOLE season of a
show, it is usually available on Amazon Prime,
whereas my cable provider will usually have
only the last 2 or 3 episodes… OnDemand.”
― Cable TV Subscriber, Male, Age 27
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: Netflix
© 2018 Forrester Research, Inc. Reproduction Prohibited
Determine where you have
permission to be.
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: Business Insider
© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: MobiHealth News
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Find your focus habits.
© 2018 Forrester Research, Inc. Reproduction Prohibited
Photo: Patrick Coddou on Unsplash
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“Motivation is what gets you started.
Habit is what keeps you going.”
― Jim Ryun, Olympic Silver Medalist
Thank youTJ Keitt