Su Doyle

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Articles

B2B Firms Win By Putting Customer Obsession Vision Into Action

Oct 8, 2024 | forrester.com | Amy Bills |Su Doyle |Pushpa Marwal |Subhendu Pattnaik

Collaboration as reality, not just lip service. Viewing change as part of the journey, not a troublesome detour. Powering technology with the right people, process, and data. When Senior Analyst Su Doyle and I reviewed the Forrester State of Customer Obsession 2024 survey data, we found a thread connecting B2B companies that reach the highest level of customer obsession:They commit to putting the vision into action, and never stop.
All Brands Need A DTC Digital Strategy; But Not Necessarily Direct Digital Sales

Jan 3, 2024 | forrester.com | Michelle Beeson |Su Doyle |Nicole Murgia

Should all brands sell directly to consumers (DTC) online? How should brands work with online marketplaces? What does DTC mean for existing retail partner and distributor relationships? Consumer facing brands still have a lot of questions about their direct-to-consumer (DTC) digital engagement and commerce capabilities. But the opportunities are not one-size-fits-all.
2023 Net Promoter Score (NPS) Benchmarks for U.S. Industries

Dec 29, 2023 | forrester.com | Pete Jacques |Su Doyle |David Truog

Forrester just published The US Net Promoter Rankings 2023 The US Net Promoter Rankings, 2023 report, which includes the Net Promoter Score℠ (NPS) and industry rank for 221 brands across 13 industries. We asked over 96,000 US consumers in our annual Customer Experience Benchmark Survey about their likelihood to recommend brands that they interacted with in the past 12 months, using the standard NPS question and calculation. We found the following:Net Promoter Score has dropped in most industries.
CX Transformation Is Tough -- Equip Your Org To Go The Distance

Dec 27, 2023 | forrester.com | Su Doyle |Phyllis Davidson |David Truog

Danger! Obstacles Ahead!Customer experience (CX) has been a professional competency for two decades, and “Prove CX ROI” is still our CX clients’ top priority! Forrester’s data shows that 86% of CX professionals are building (or rebuilding) their business cases. Regardless of how much distance you have covered on your transformation journey, how many projects you have under your belt, or how high CX ranks on the list of executive priorities, prepare to defend your CX spend.