Customer Experience

Turning customers into advocates

Never have consumers had so much choice: choice of supplier, choice of channel, choice of products and services. Their loyalty is determined increasingly by the quality of the experience they receive.

How much more profit could you make if you had customers who couldn't imagine doing business with anyone but you? How great would life be if 40% of your new business simply knocked on your door without you having spent a cent advertising for it?

The companies with the strongest differentiated experiences have turned their customers into advocates. Advocates who constantly refer their friends and colleagues to those businesses. Why? Because those companies have created a Branded Customer Experience that is consistent, intentional, differentiated, and valuable. They have managed the relationship to the point where customers cant imagine wanting to do business with anyone else. How can you gain this unbeatable competitive advantage?

Forum will partner with you to design and implement a differentiated customer experience to dramatically increase your customer and employee loyalty, creating advocates for your brand.

In the words of Jeff Bezos at Amazon.com, "Customer experience is bigger than customer service." In fact, Forum research found that 80% of customers who switched suppliers expressed satisfaction with their previous vendor. Gaining loyalty demands more. It requires no less than a complete focus on the people of your organization delivering your promise through every sales and service transaction every day. People make the difference to business results. Forum makes the difference to your people.

Read more about Forum's point of view on transforming the customer experience

How we have helped a client to transform the customer experience

Häagen-Dazs Shops International found that store customers' experience did not match the status of the brand and that service was the biggest driver of increased customer loyalty and spending.  The senior management team at Häagen-Dazs Shops International turned to Forum to design the new service experience and train store personnel on how to deliver it. 

The buying behaviors of store customers and their loyalty drivers were identified and were used in the development of required behaviors for the store workers.  Forum and Häagen-Dazs training managers then designed a training program to instil the appropriate skills, knowledge and behaviors in its store employees - one that would truly engage the store staff and, ultimately, the customer.

Results generated during the pilot included revenue growth of 13%, above the 10% target, and a significant rise in customer loyalty.  The program is now being rolled out globally.