Second To None

Executive Summary

Exceptional and intentional management of the brand experience requires recognition of the fact that it is co-created by brand owners, brand representatives and customers alike. There are three basic elements of... Continue Reading

This customer experience framework is an important addition to traditional siloed approaches because it gives organizations access to managerial insight and levers not visible through CSM or mystery shopping alone.

The cumulative... Continue Reading

Forrester's evaluations confirm what companies already know — they deliver subpar experiences to customers. But it's not for lack of trying. Companies say that improving customer experience is a critical objective. Our research... Continue Reading

Brands exist to serve customers, not the other way around. But you'd never know that from the way brands are managed.

We asked customer experience executives about their efforts. Although nearly all of them think that customer experience is an important part of their firm's competitiveness, most do not follow a disciplined approach to customer... Continue Reading

Companies that systematically monitor customer experience can take important steps to improve it and their bottom line.

Any company can deliver outstanding customer service   even convenience stores, where low pay and high turnover supposedly make service a problem. The secret: generating a bond between employes and the brand.

Years of expansion and development have created over capacity in many markets causing a majority of retailers to offer similar if not identical products, and to compete primarily on price. Rather than follow the herd in the race to... Continue Reading

Brand Authenticity^SM emerges when organizations consistently and intentionally meet or exceed brand promises in a manner largely aligned with customer perceptions. This model is an important addition to traditional siloed approaches... Continue Reading

Brand Authenticity^SM emerges when organizations consistently and intentionally meet or exceed brand promises in a manner largely aligned with customer perceptions. This model is an important addition to traditional siloed approaches... Continue Reading