The Marketing Value of Customer Experience

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Ad Age, 1/12/11

Let Data From Forrester Research’s Latest Survey Help Strengthen Your Brand

Customer experience is marketing. That is, in a world drenched in social word-of-mouth, the way you treat your customers — and the way they perceive you — makes all the difference in what they say to their friends.

With that in mind, I’d like to share some key results from Forrester Research’s latest Customer Experience Index survey. We asked over 7,700 consumers to respond to three questions about 154 different companies: how well did they meet your needs, how easy were they to do business with, and how enjoyable were they to do business with. The results are fascinating:

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