CHICAGO--(BUSINESS WIRE)--Oct. 28, 2009--
Although consumers increasingly weave in and out of channels, only one
in three eBusiness executives say their company has the ability to
deliver a consistent cross-channel customer experience, according to new
data released at the Forrester
Research Inc. (Nasdaq: FORR) Consumer
Forum 2009 that concluded today in Chicago. More than 700 people
attended the event, which provided Marketing & Strategy professionals
with insight into what Forrester calls the three-dimensional consumer:
less brand-loyal customers who seek to engage with companies across a
multitude of new digital channels, such as on their mobile phones or via
social technologies.
“To please these consumers, companies need to engage with these
customers before, during, and after the purchase,” said Carrie
Johnson, vice president and research director at Forrester Research.
“A Web site that enables an efficient purchase is no longer good enough.
Leading companies have created breakthrough multichannel relationships
by supporting engaging and consistent cross-channel experiences.”
Today, many companies are struggling to meet that standard. According to
a September 2009 Forrester survey of 100 global eBusiness executives,
less than half of respondents said their companies support the ability
for a customers to get relevant information about their accounts and
profiles across channels; only 23 percent said their companies have the
ability to deliver such information. Less than half of survey
respondents said their companies believe in a seamless handoff between
channels; a lowly 22 percent said their companies had the ability to
deliver such an experience.
Industry leaders who spoke at the Consumer Forum included:
-
Brad Brooks, Corporate Vice President, Windows Consumer Product
Marketing, Microsoft
-
Barry Judge, Chief Marketing Officer, Best Buy
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Bob Kraut, Vice President Marketing Communications, Pizza Hut
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Michael Menis, Vice President, Global Interactive Marketing,
InterContinental Hotels Group
-
Sophia Stuart, Executive Director, Mobile, Hearst Magazines Digital
Media
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Virginia Suliman, Vice President, Web Design & Development, Hilton
Hotels Corporation
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Paul Vienik, Senior Vice President, Long-Term Investing and Customer
Experience, E*Trade
Attendees took part in more than 300 one-on-one sessions with Forrester
analysts, in addition to peer networking and a Solutions Showcase where
26 sponsors — including platinum sponsor Acxiom and gold sponsors
Baynote, Blast Radius, Critical Mass, Experian Marketing Services, and
TouchCommerce — shared their products and services.
Members of Forrester’s Marketing & Strategy Leadership Boards, including
The CMO Group, the Customer Experience Council, the Customer
Intelligence Council, the eBusiness & Channel Strategy Council, the
Interactive Marketing Council, and the Market Research Council, also met
during the Forum. Membership in Forrester Leadership Boards is open to a
select group of executives from leading companies worldwide. More
information on Forrester Leadership Boards is available at: www.forrester.com/LeadershipBoards.
Also at the Forum, Forrester honored 13 Forrester
Groundswell Award winners for excellence in achieving business and
organizational goals with social technology applications.
About Forrester Research
Forrester Research, Inc. (Nasdaq: FORR) is an independent research
company that provides pragmatic and forward-thinking advice to global
leaders in business and technology. Forrester works with professionals
in 20 key roles at major companies providing proprietary research,
consumer insight, consulting, events, and peer-to-peer executive
programs. For more than 26 years, Forrester has been making IT,
marketing, and technology industry leaders successful every day. For
more information, visit www.forrester.com.
© 2009, Forrester Research, Inc. All rights reserved. Forrester is a
trademark of Forrester Research, Inc.
Source: Forrester Research Inc.
Forrester Research, Inc.
Jon Symons, + 1 617-613-6104
Director,
Media Relations
press@forrester.com
