Highlights from the road: ForeSee’s CX Forums
ForeSee is passionate about improving the lives of our clients and their customers. Helping companies create great amazing customer experiences is our raison d’etre. And we believe that great experiences start with the right metrics.
During the last two weeks, we hit the road to bring CX professionals together in some of our favorite cities to talk about CX intelligence and share our insights learned from 15 years as a pioneer in customer experience measurement technology. ForeSee holds a handful of these regional forums throughout the year, put together by the same team who meticulously plans our stellar annual client event, Connect: The ForeSee Summit.
We just wrapped up three amazing events in San Francisco, Washington D.C., and London. If you missed out, don’t fret! Here are some of the highlights…
The CX Force is strong in San Francisco
Our road trip kicked off in San Francisco and brought together an impressive group of CX professionals. Ron Myers, who is Corporate VP of Marketing at technology giant AMD, recounted AMD’s recent initiative to reboot their entire company based on knowing their customers better. Using ForeSee to help make data-driven strategic decisions about digital marketing, AMD moved from herding their customers to engaging them in meaningful conversations. Ron said that “Understanding the voice of our customers helped us align our digital experience to their decision journeys.”
We also heard from Jeff Adkins, Director of VoC & Customer Experience at online lending market Prosper Marketplace. Jeff did a great job humanizing the role of the VOC champion inside organizations by talking about having a willingness to be relentless or disruptive about the quest for customer data.
Washington D.C. – Public Sector is passionate about CX
ForeSee went to our nation’s capital to discuss a different “C” in CX — citizen experience. This forum highlighted the importance of tracking the experience people have with digital government websites and mobile apps.
Mariela Melero, Associate Director of Customer Service and Public Engagement Directorate, gave an inspiring presentation regarding her team’s work at U.S. Citizenship and Immigration Services. An immigrant from Cuba, Mariela has taken a personal approach to delivering the optimal customer experience to the millions of individuals seeking U.S. citizenship, permanent residency, refugee status, help getting a relative into the country, and other assistance. Core to her work is an online portal myUSCIS, which offers a one-stop shop for immigration information. Partnering with ForeSee, Mariela and her team leveraged people’s feedback and perceptions, along with the ForeSee methodology and analyst team, to prioritize online improvements. The number of myUSCIS visitors grew exponentially in 2015, from 209 distinct users that January to more than 182,000 in December. During 2015, the site had more than 1.8 million visits.
London Calling – ForeSee community abroad is getting it right
This week, our Forum in London featured an inspiring group of CX pros, including AutoTrader Consumer Audience Director Nick Gee, who gave an incredible presentation about how ForeSee CX data is used across channels as a common KPI, influencing product development, branding, and overall strategy. He explained that the company was hesitant to make changes following previous poor experiences, which is understandable — but reinforced how crucial it is to monitor CX as many obvious changes to their customer experience didn’t increase satisfaction.
Also speaking there were Office Depot Europe’s Tim de Boer, LexisNexis’ Mark Fassbender, Tesco’s Yukiko Torrie, and Hermes’ Lee Houghton — collectively that’s decades of experience in CX strategy. Topics included everything from socializing CX data throughout the organization to prioritizing time and resources with CX data to the advantages of combining CX and clickstream data.
CX Forums are also where we share insights from ForeSee’s almost 200 million benchmarked customer experiences and an overview of the new ForeSee CX Suite. Make sure to join us for the next CX Forum, coming soon to a city near you!