2. WEBINAR The Rise Of The Empowered Customer
Anjali Lai, Analyst
September 20, Call in at 10:55 a.m. Eastern time

4. Recent innovations have set a higher standard for customer experience and have raised customer expectations
A purchase is no longer
just about the product;
it’s about the experience.

5. Customer churn rates are on the rise, as consumers have greater choice and lower barriers to switch
Highly demanding
customers vote with
their feet.

6. Demographics and past behaviors are not sufficient to understand, influence, and predict consumer activity
Once improbable things
are now reality: Consumers are not always intuitive.

7. Key questions you must answer about your customers:
How are your customers evolving and how fast?
Are you keeping pace with your most empowered customers?
Which customers are most likely to leave your company for a better experience and why?
Which customers are most likely to reward your innovation with new revenue and why?

8. Agenda
Introducing Forrester’s empowered customer segmentation
Understanding today’s most empowered customers
Preparing for the empowered customers of tomorrow

9. Agenda
Introducing Forrester’s empowered customer segmentation
Understanding today’s most empowered customers
Preparing for the empowered customers of tomorrow

10. Willingness to experiment Digital/physical integration
Self-
efficacy
Device
usage
Information
savviness
Digital/physical integration
Source: “The Rise Of The Empowered Customer” Forrester report

11. Willingness to experiment Digital/physical integration
Self-
efficacy
Device
usage
Information
savviness
Digital/physical integration
Source: “The Rise Of The Empowered Customer” Forrester report

12. The empowered customer segmentation Convenience Conformers
Progressive
Pioneers
Savvy
Seekers
Convenience Conformers
Settled Survivors
Reserved Resisters
Most empowered
Least empowered

13. Forrester’s empowered customer segmentation in the US:
Progressive
Pioneers
Savvy
Seekers
Convenience Conformers
Settled Survivors
Reserved Resisters
Base: 60,049 US online adults; Source: Forrester’s Global Consumer Technographics® Online Benchmark Survey, 2016

14. Forrester’s empowered customer segmentation in the UK:
Progressive
Pioneers
Savvy
Seekers
Convenience Conformers
Settled Survivors
Reserved Resisters
Base: 6,006 UK online adults; Source: Forrester’s Global Consumer Technographics® Online Benchmark Survey, 2016

15. Forrester’s empowered customer segmentation in Metro China:
Progressive
Pioneers
Savvy
Seekers
Convenience Conformers
Settled Survivors
Reserved Resisters
Base: 4,006 Metro Chinese online adults; Source: Forrester’s Global Consumer Technographics® Online Benchmark Survey, 2016

16. Agenda
Introducing Forrester’s empowered customer segmentation
Understanding today’s most empowered customers
Preparing for the empowered customers of tomorrow

17. Spotlight on Progressive Pioneers:
Lead the demand for product and experience innovation
They are opportunity-seeking and digitally ready.
They have the greatest spending power.
They embrace — and forsake — emerging products most quickly.

18. Spotlight on Savvy Seekers:
Are among the first to learn about and engage with innovation
They are highly aware of company news and customer reviews.
They seek out exclusive content on a variety of platforms.
They are passionate advocates and critics of customer experiences.

19. Spotlight on Convenience Conformers:
Opt for services that enhance convenience once widely available
They focus on digital speed, simplicity, and convenience.
They have significant purchase power.
They fully embrace mainstream digital services, but are slower to use complex innovations.

20. Empowered customers accelerate retail innovations that play on key emotions
Consumers who buy or reserve products online and pick them
up in store:
Base: 4,399 US online adults; Source: Forrester’s Consumer Technographics® North American Online Benchmark Survey (Part 1), 2016

21. . . . And choose media platforms that match the pace of their lifestyle
The ways in which consumers watch current TV shows:
Base: 3,032 US online adults; Source: Forrester’s Consumer Technographics® North American Online Benchmark Survey (Part 1), 2016

22. Empowered customers follow a complex and fragmented path to plan travel
Top methods for researching leisure travel:
Base: 3,032 US online adults; Source: Forrester’s Consumer Technographics® North American Retail And Travel Online Benchmark Recontact Survey 1, Q (US)

23. Empowered customers harness new tools to improve financial health
Consumers who have used the following online/mobile money management tools in the past three months:
Base: 9,717 US online adults; Source: Forrester’s North American Consumer Technographics® Financial Services Online Benchmark Recontact Survey, 2015

24. Empowered customers regard insurers as purveyors of experience
Consumers consider switching insurance providers when the following happens:
Base: 3,754 US online adults; Source: Forrester’s North American Consumer Technographics® Financial Services Online Benchmark Recontact Survey, 2015

25. Agenda
Introducing Forrester’s empowered customer segmentation
Understanding today’s most empowered customers
Preparing for the empowered customers of tomorrow

26. Customers will continue to evolve

27. Recommendations Apply the empowered customer segmentation to:
Predict how and why customers will engage with new products and services.
Identify which customers are likely to churn and why.
Refine investments in digital innovation.
Leverage quantitative and qualitative data to anticipate behaviors within each segment, deepen brand relationships, and mitigate churn.
Embed insights about customer empowerment across your organization to spark urgency around customer obsession.

28. A case study: Bed Bath & Beyond
Base: 13,222 (2015) and 15, 250 (2016) US online adults who shop at Bed Bath & Beyond; Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015 and 2016

29. Bed Bath & Beyond customers are migrating to competitors
Empowered customers are migrating to competitors:
. . . and shopping online:
Base: 13,222 (2015) and 15, 250 (2016) US online adults who shop at Bed Bath & Beyond; Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015 and 2016

30. Specific innovations will enhance the experience immediately
Payment methods used in the past three months by Bed Bath & Beyond shoppers to pay for products or services:
Base: 15,250 US online adults who shop at Bed Bath & Beyond; Source: Forrester’s Consumer Technographics® North American Online Benchmark Survey (Part 1), 2016

31. Micro moments afford new opportunities to expand the brand relationship
Base: 2,552 US online adults who shop at Bed Bath & Beyond; Source: Forrester’s Consumer Technographics® North American Online Benchmark Survey (Part 2), 2016

32. End with a short story or analogy
Image source:
“The greatest danger in times of turbulence is not the turbulence, it is to act with yesterday’s logic.”
– Peter Drucker

33. Anjali Lai

34. Reports for reference:
“Applying Forrester's Empowered Customer Segmentation” Forrester report
“Brief: Introducing Forrester's Empowered Customer Segmentation In Europe” Forrester report
“The Rise Of The Empowered Customer” Forrester report