Hi there, I'm Kerry Bodine

I’m a customer experience expert, human-centered design strategist, author, keynote speaker, consultant, and educator. I believe that happy customers lead to happy shareholders.

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Outside In

What simple innovation brought billions in new investments to Fidelity? What basic misunderstanding was preventing Office Depot from achieving its growth potential? What surprising insights helped the Mayo Clinic better serve both doctors and patients?

The solution in each case was a focus on customer experience, the most powerful — and misunderstood — element of corporate strategy today.

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Outside In

Reviews Of Outside In

"This eye-opener gives you a comprehensive, need-to-know look at how smart companies achieve sustainable success in dealing with customers. Hint: It involves the entire organization, not just those on the 'front lines.' The GPS-like guidance provided here is invaluable." – Steve Forbes, Chairman and Editor-in-Chief, Forbes

"Here at Virgin, our brand is all about a great customer experience. Outside In provides the discipline to turn that thinking into successful business practices." – Paul Sands, Head of Customer Experience Management, Virgin Atlantic Airways

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Press & Media

Forbes

Making Promises, Keeping Promises: Building Brands Through Customer Experience

Marketing communications of every size set customers’ expectations about the types of interactions they’re going to have with your company. If those expectations aren’t aligned with your company’s actual ability…

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Fast Company

Your Current Customer Research Misses What’s Most Important

Want to derail your customer experience initiatives? Then base them on a flawed or incomplete understanding of your customers. This advice may sound silly, but it’s the course of action that companies around the globe — maybe even yours — take every day. What’s worse, most don’t realize they’re doing it…

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Wall Street Journal

How CIOs Can Help Companies Survive the Age of the Customer

Over the past two decades, information technology has woven itself deeply into our daily commerce and operations. But while information will continue to be the backbone of business from this point forward, mastering your company’s information flow is no longer enough to outmaneuver your competitors…

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Harvard Business Review

Focus on Your Customer’s Customer

B2B companies serve a more complicated set of customer roles — including influencers, purchasers, and implementers — whose needs vary significantly. Often, the best way for B2B companies to satisfy the multitude of business customers is to focus on the needs of their customers’ customers…

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AdAge

Why CMOs Must Learn to Understand the Customer-Experience Ecosystem

Companies are waking up to the business value of customer experience. Many have made customer experience a strategic priority and have dedicated teams to oversee customer-experience efforts. Yet consumers report that their customer experiences with roughly two-thirds of…

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USA Today

Apple CEO Tim Cook navigates new era

“Steve Jobs defined a clear customer experience strategy for Apple: We will provide the most incredible possible experience and we will command a premium price for it," says Forrester analyst Kerry Bodine, adding Apple loyalists have come to expect this and “now, Apple has let them down."

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Businessweek

Continuum Redesigns Audi’s Car Dealership Experience

“Instead of designing tangible things, it’s about designing all the interactions a customer has with the brand," says Kerry Bodine, a vice president and principal analyst with Forrester. “One by one, brands are taking the plunge into this world, and there is a lot of hunger in the U.S. for these services."

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Forbes

Apple’s Apology Over Maps Earns Praise, Criticism and ‘What Would Steve Jobs Do’ Second Guessing

“Jobs always put the customer experience first. If he were alive today, I’m positive he would have made the tough decision to prioritize the user experience over the urgency to include Apple Maps in iOS 6," [Bodine] said.

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Harvard Business Review

Rupert Murdoch, Customer Service Rep?

Bodine suggests that combining an active CEO on Twitter as a brand ambassador with a smart customer service strategy could harness the best of both worlds. A CEO could respond directly to a customer complaint on Twitter and include the handle of a corporate account.

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The Wall Street Journal

Tackling Customer Problems Can Add Billions to the Bottom Line

Research shows that if CIOs want to be successful they need to take on a big customer-facing project, but that’s easier said than done. CIOs who want to travel down that path but need a bit of guidance should look at Outside In, a new book by…

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The Economist

The Magic of Good Service

In “Outside In", Harley Manning and Kerry Bodine of Forrester Research, a consultancy, observe that customers are growing more powerful. The internet makes it easier to shop around and share complaints with a wide audience. Yet poor service persists.

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Wall Street Journal Business Week Harvard Business Review The Economist
Ad Age Fast Company  Forbes USA Today

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The Always Up-To-Date Guide To CX Events

I’m often asked about customer experience conferences: What’s out there? Where am I speaking? Which conferences would I recommend?

I’ve compiled the following list of conferences spanning a variety of topics — like CEM, service design, customer loyalty, customer success, and contact centers — that should be of interest to a wide range of customer experience professionals. I've organized the events based on the types of organizations hosting them: professional associations, event producers, service providersmedia companiesanalyst firms, and tech vendors. And, as the title of this post implies, I'll be keeping this list up to date on a rolling basis.

Am I missing an upcoming event?...

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How To Design Your Loyalty Program Customer Experience

In a previous post, I talked about the need for loyalty program interactions to be both useful and easy. In other words, loyalty programs need to provide some utility or help someone accomplish a task (whether that’s saving money, getting a free TV, or getting exclusive access to an event). And the process of doing so shouldn’t require a lot of effort or brainpower on the part of the customer.

The only way to ensure your loyalty program meets these objectives is to explicitly design it that way. The following steps are a great way to get started:

1. Create an equitable value proposition. To be useful in the eyes of customers, loyalty program...

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Research

I spent seven years with the customer experience practice at Forrester Research. As VP and principal analyst, I led Forrester’s research on customer experience design and innovation and developed a framework called the customer experience ecosystem.

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Forrester

The State Of Service Design, 2013

December 31, 2013

Companies need to define and implement seamless customer journeys that span time and multiple touchpoints. To help achieve that goal, this report sheds light on the current state of service design, an important but relatively obscure design subspecialty...

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Forrester

Business Model And Brand Fuel Customer Experience Innovation

October 4, 2013

Executives strive for customer experience innovation and make significant investments to get it. And yet, too many innovation initiatives are vulnerable to copycats...

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Forrester

Customer Experience Innovation Demystified

June 27, 2013

“Innovation" has become a buzzword in the customer experience field. Everyone talks about it, but no one knows quite what it is or how to attain it. In fact, most firms that believe that they’re innovating...

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Forrester

The Customer Experience Ecosystem

May 10, 2013

Even companies that make customer experience a strategic priority struggle to implement major long-lasting improvements. That’s because they fail to connect behind-the-scenes activities to customer interactions. These firms need a new approach...

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Forrester

Why Customer Experience, Why Now?

May 10, 2013

We’ve entered the age of the customer — an era where a focus on customers matters more than any other strategic imperative. Companies are waking up to the fact that customers’ perceptions have a profound impact on business metrics...

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Forrester

Executive Q&A: Customer Experience Co-Creation

January 30, 2013

Despite professed customer centricity, many firms don’t think to involve customers, employees, or key delivery partners in the experience design process. This oversight costs firms precious time and resources...

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Forrester

Top 10 Ways To Improve Digital Experiences

July 31, 2012

Whenever we ask customer experience professionals how important it is to improve their digital customer experiences, they reply emphatically, “It's critical!" But still firms struggle to identify what digital experience improvements they need...

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Forrester

Executive Q&A: Customer Experience Design

June 22, 2012

The right customer interactions, implemented the right way, don’t just happen. Instead, they must be actively designed. This requires learning — and then sticking to — the steps in a design process...

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Forrester

Want Loyalty? Improve Your Call Center Customer Experience

May 13, 2011

Call center satisfaction correlates with three loyalty metrics: consumers’ willingness to repurchase, reluctance to switch, and likelihood to recommend...

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About

I help companies survive and thrive in an environment of rising consumer expectations and technology-driven disruption. By tapping into human-centered design principles, I work with executives to co-create products, services, and experiences that truly matter — for their customers, for their employees, and for their business.

In previous roles, I led consumer research teams; guided the design of websites, mobile apps, and branded social networks; designed interfaces for robots and wearable devices; and, in 1995, developed a Web-based social shopping prototype for AT&T Bell Labs. I’ve also completed stints as both a management consultant and an advertising executive.

I hold a master’s degree in human-computer interaction from Carnegie Mellon University.

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