Harvard Business Review

APRIL 18, 2011

While many of these executives hold the title of Chief Customer Officer, others go by names like Chief Client Officer (at OptumHealth), Chief Experience Officer (at Cigna), Executive Vice President, Member Experience (at USAA), or Chief Global Customer and Marketing Officer (at Dunkin' Brands). They have power and influence resources.

B2C 14

B2C B2B Forrester Budgeting 14

Harvard Business Review

JUNE 3, 2011

But the most powerful social applications are energizing applications (enlisting customers to influence each other by word of mouth) that tend to come later in corporations' embrace of social. Instead, appoint "shepherds" to help lead social media across teams in marketing, customer support, HR, and IT.

Technology 15

Technology Management Forrester Maturity 15

Harvard Business Review

JUNE 27, 2013

In a recent Forrester survey of 100 customer experience professionals, nearly half of respondents said that their executive team''s strategy for customer experience is market differentiation. Why haven''t we seen more and more companies earning excellent scores in Forrester''s Customer Experience Index ?

Innovation 8

Innovation Forrester Business Model Long-term 8

Harvard Business Review

DECEMBER 16, 2010

You don't often attend an NFL game to bring home a profound insight about marketing. But that was my good fortune last week at Massachusetts's Gillette Stadium, where 50 or so CMOs and CEOs gathered to discuss the impacts of digital, social, and mobile media on marketing. is an old chestnut of the marketing world.

Forrester 15

Forrester Retail Media CEO 15

Harvard Business Review

OCTOBER 5, 2011

Forrester Research predicts that by 2012 half of all consumer purchases will be either transacted online or digitally driven in some way — influenced by search, social media, or emerging digital platforms like location-based services and digitally augmented store environments. But the bigger shift is behavioral.

Engineering 12

Engineering Forrester Software Mass Marketing 12

Harvard Business Review

MARCH 3, 2015

” Companies measure the market results of their sales investments. adults who use social media say these sites have no influence on their purchasing decisions and only 5% say they have a great deal of influence. .” As a result, people tend to overhype new technologies and misallocate resources, especially marketers.

Media 8

Media Advertising Public Relations Forrester 8

Harvard Business Review

JULY 14, 2016

For example, increasing your marketing spend for digital channels or upgrading internal communication systems. Where the team actually “sits,” both physically and in the org chart, can affect their ability to influence the cross-functional groups integral to real digital transformation. You manage what you measure.

Business Model 8

Business Model Human Capital Real Estate Forrester 8

Harvard Business Review

APRIL 26, 2011

Companies like Salesforce.com, Philips, and Oracle have appointed chief customer officers, while many other B2B players have embarked on enterprise-wide efforts to improve their marketing, sales, and support interactions. Kerry Bodine is a Principal Analyst at Forrester Research where she serves Customer Experience professionals.

B2B 15

B2B Airlines Travel Stage-Gate 15

Harvard Business Review

APRIL 1, 2013

What marketers seem to be missing is that Boomer women are actually outspending younger generations online — and not on the products that might come to mind when you picture the 50+ set. Boomers averaged $650 spent online vs. Gen X at $581 and Gen Y at $429, according to Forrester Research.

Marketing 8

Marketing Freedman Forrester Fashion 8