1. Teleconference The Customer Experience Review, Q2 2008
Moira Dorsey Vidya L. Drego
VP, Research Director Senior Analyst
Forrester Research
June 19, Call in at 12:55 p.m. Eastern time

2. Customer experience review for Q2 2008
Top findings for Customer Experience professionals
Research spotlight: “Best And Worst Of B2C Site Design, 2008”
Upcoming research of note
Open Q&A

3. Customer experience review for Q2 2008
Top findings for Customer Experience professionals
Research spotlight: “Best And Worst Of B2C Site Design, 2008”
Upcoming research of note
Open Q&A

4. “The Business Impact Of Customer Experience”
Using feedback from nearly 5,000 consumers, Forrester examined the correlation between how they rate a firm’s customer experience and their willingness to buy another product and reluctance to switch. We found that:
A firm’s Customer Experience Index (CxPi) correlates to customer loyalty.
Bank customers show the strongest relationship between CxPi and loyalty.
Health plan customers demonstrate the weakest relationship.

5. March 24, 2008, “The Business Impact Of Customer Experience”
Customer experience correlates to good business differently across industries

6. March 24, 2008,“The Business Impact Of Customer Experience”
Customer experience correlates to good business differently across industries (cont.)

7. “The Business Impact Of Customer Experience”
Better customer experiences can generate significant revenue:
Repurchase plans can swing by 15%.
Switching plans can swing by 18%.
Bank revenues can change by $242 million.
Retailer revenues can change by $184 million.

8. “Prioritizing Which Web Site Problems To Address First”
To determine which site changes to make in what order, site owners should use a Site Improvement Matrix (SIM):
A decision matrix that allows site owners to specify and prioritize decision criteria; evaluate, rate, and compare different potential changes; and then select the best improvements to pursue
Forrester’s SIM currently includes five criteria:
Clarity, severity, feasibility, affordability, return

9. “Prioritizing Which Web Site Problems To Address First”
To construct a SIM:
Step 1: Develop the list of problems.
Step 2: Develop a list of corresponding solutions.

10. CoreTech Technologies primary solutions
Problem
Font size too small
Increase the primary content font size to 12 points.
Wasted space on the site
Replace the CSS templates to take advantage of all of the screen real estate.
Hyperlinks not clear and informative
Rewrite approximately 50 hyperlinks and text to make them more informative and clear.
No search capability on the site
Implement an appliance-based search on the site.

11. “Prioritizing Which Web Site Problems To Address First”
To construct a SIM:
Step 1: Develop the list of problems.
Step 2: Develop a list of corresponding solutions.
Step 3: Rate each alternative solution.
Step 4: Calculate the scores.

12. SIM criteria scoring guides
May 6, 2008, “Prioritizing Which Web Site Problems To Address First”
SIM criteria scoring guides

13. Clarity on the nature of the problem
Source: June 12, 2008, “How To Make Smarter Decisions About Changes To Your Web Site”

14. Final SIM for Coretechs Technologies
May 6, 2008, “Prioritizing Which Web Site Problems To Address First”
Final SIM for Coretechs Technologies

15. “Rich Internet Applications That Build Brands”
Rich Internet applications’ offer greater interactivity, enhanced user experience, and long-term differentiation.
RIAs that build brands:
Communicate value in an emotionally engaging way.
Deliver value by offering useful, usable function.

16. Discovery Earth Live builds a knowledge brand
March 27, 2008, “Rich Internet Applications That Build Brands”
Discovery Earth Live builds a knowledge brand

17. Nike Plus brings innovation and inspiration to runners
March 27, 2008,“Rich Internet Applications That Build Brands”
Nike Plus brings innovation and inspiration to runners

18. Panasonic brings design ideas to life
March 27, 2008, “Rich Internet Applications That Build Brands”
Panasonic brings design ideas to life

19. HumanaOne combines guidance with transparency for insurance shoppers
March 27, 2008, “Rich Internet Applications That Build Brands”
HumanaOne combines guidance with transparency for insurance shoppers

20. March 27, 2008, “Rich Internet Applications That Build Brands”
HumanaOne combines guidance with transparency for insurance shoppers (cont.)

21. Rugsale.com focuses on customer’s collaborative needs
March 27, 2008, “Rich Internet Applications That Build Brands”
Rugsale.com focuses on customer’s collaborative needs

22. VisitLasVegas.com lures visitors with its free will application
March 27, 2008, “Rich Internet Applications That Build Brands”
VisitLasVegas.com lures visitors with its free will application

23. “Rich Internet Applications That Build Brands”
Four steps to building RIAs worthy of your brand:
Understand user goals.
Keep brand attributes top of mind.
Get help.
Test designs for compliance with brand positioning.

24. “Using Personas To Design For Engagement”
At Forrester’s Marketing Forum 2008, Forrester defined engagement as the level of involvement, interaction, intimacy, and influence a customer has with a brand over time.
We assembled a panel of agencies and their clients to discuss how personas can help design sites that better engage their audiences.
QVC and Critical Mass
Thornburg Mortgage and Enlighten
St. Jude Children’s Research Hospital and WHITTMANHART

25. May 8, 2008, “Use Personas To Design For Engagement”
Critical Mass scores potential site features on the value they provide to personas

26. May 8, 2008, “Use Personas To Design For Engagement”
Enlighten ensured that personas were crafted to enable design decisions

27. St. Jude found that it needed two sites to meet the needs of its users
May 8, 2008, “Use Personas To Design For Engagement”
St. Jude found that it needed two sites to meet the needs of its users

28. May 8, 2008, “Use Personas To Design For Engagement”
St. Jude found that it needed two sites to meet the needs of its users (cont.)

29. “Medco’s Rx For Online Prescription Success”
Medco saw steady growth of online prescriptions and customers — driven by:
Organizational commitment to user-driven design.
Cross-channel strategies to drive usage.
Analysis to drive refinements.

30. Medco.com has seen steady transaction growth
May 1, 2008, “Medco’s Rx For Online Prescription Success”
Medco.com has seen steady transaction growth

31. “Medco’s Rx For Online Prescription Success”
The Medco team built on this success with My Rx Choices. It lets customers shop and compare prescription options. This required:
Real-time connectivity with benefits systems.
A comprehensive database of therapeutic alternatives.
Simple interface to help members with complex information.
A direct action option and a solid support strategy.
My Rx Choices delivered ROI in nine months:
Buy-in from health plans and employer clients
Positive response to outbound communications
Measurable results that justify the investment

32. May 1, 2008, “Medco’s Rx For Online Prescription Success”
Sandra, one of several user personas Medco uses to guide design decisions

33. My Rx Choices enables members to shop and compare medications
May 1, 2008, “Medco’s Rx For Online Prescription Success”
My Rx Choices enables members to shop and compare medications

34. Medco evolved its tool design based on personas and user testing
May 1, 2008, “Medco’s Rx For Online Prescription Success”
Medco evolved its tool design based on personas and user testing

35. May 1, 2008, “Medco’s Rx For Online Prescription Success”
Medco evolved its tool design based on personas and user testing (cont.)

36. May 1, 2008, “Medco’s Rx For Online Prescription Success”
Medco evolved its tool design based on personas and user testing (cont.)

37. Customer experience review for Q2 2008
Top findings for Customer Experience professionals
Research spotlight: “Best And Worst Of B2C Site Design, 2008”
Upcoming research of note
Open Q&A

38. Research spotlight: “Best And Worst Of B2C Site Design, 2008”
Forrester’s Web Site Review methodology
Findings from reviews of 16 sites

39. Process for evaluating firms
Selected 16 large firms across four industries
Airlines, banks, department stores, and MP3 player manufacturers
Tried to accomplish relevant user goals
Goal 1: Purchase or apply
Goal 2: Track the order or check the status of the application.
Looked for user experience flaws on the Web site

40. User goals and firms evaluated for this report
June 13, 2008, “Best And Worst Of B2C Site Design, 2008”
User goals and firms evaluated for this report

41. User goals and firms evaluated for this report (cont.)
June 13, 2008, “Best And Worst Of B2C Site Design, 2008”
User goals and firms evaluated for this report (cont.)

42. Forrester’s Web Site Review criteria, version 7.0
June 13, 2008, “Best And Worst Of B2C Site Design, 2008”
Forrester’s Web Site Review criteria, version 7.0

43. Forrester’s Web Site Review criteria, version 7.0 (cont.)
June 13, 2008, “Best And Worst Of B2C Site Design, 2008”
Forrester’s Web Site Review criteria, version 7.0 (cont.)

44. Results from Web site reviews of 16 major sites in four industries
June 13, 2008, “Best And Worst Of B2C Site Design, 2008”
Results from Web site reviews of 16 major sites in four industries

45. Web Site scores across Forrester’s 25 evaluation criteria
June 13, 2008, “Best And Worst Of B2C Site Design, 2008”
Web Site scores across Forrester’s 25 evaluation criteria

46. Web Site scores across Forrester’s 25 evaluation criteria (cont.)
June 13, 2008, “Best And Worst Of B2C Site Design, 2008”
Web Site scores across Forrester’s 25 evaluation criteria (cont.)

47. Web Site scores across Forrester’s 25 evaluation criteria (cont.)
June 13, 2008, “Best And Worst Of B2C Site Design, 2008”
Web Site scores across Forrester’s 25 evaluation criteria (cont.)

48. Percentage of Web site review criteria passed in each category
June 13, 2008, “Best And Worst Of B2C Site Design, 2008”
Percentage of Web site review criteria passed in each category

49. Customer experience review for Q2 2008
Top findings for Customer Experience professionals
Research spotlight: “Best And Worst Of B2C Site Design, 2008”
Upcoming research of note
Open Q&A

50. Coming soon “Firms Aren’t Ready To Design For Desirability”
Kerry Bodine
“How To Get Funding For Customer Experience Projects”
Megan Burns
“The Business Case Self-Test”
“Rich Internet Application Errors To Avoid”
Ron Rogowski

51. Upcoming Forrester events
Forrester’s 2008 Financial Services Forum For Marketing and Strategy Professionals: “How To Deliver Great Customer Experiences”
June 23-24, 2008
Grand Hyatt, New York
Workshops
“Web Site Review”
July 9-10, Cambridge, Mass.
“Web Site BRAND Review”
July 29-30, Cambridge, Mass.
“Transforming Your Firm’s Customer Experience”
September 17-18, Cambridge, Mass.

52. Customer experience review for Q2 2008
Top findings for Customer Experience professionals
Research spotlight: “Best And Worst Of B2C Site Design, 2008”
Upcoming research of note
Open Q&A

53. Thank you Moira Dorsey +1 617.613.6230 mdorsey@forrester.com
Vidya L. Drego