Podcast Summary: The Agile Brand with Greg Kihlström®
Episode #700: Winning and Retaining the Distracted Consumer with Kelsey Chickering, Forrester
Release Date: July 7, 2025

1. Introduction to the Episode

In Episode #700 of The Agile Brand with Greg Kihlström®, host Greg Kihlström engages with Kelsey Chickering, a Principal Analyst at Forrester, to explore strategies for winning and retaining today’s distracted consumers. Recorded live at the Forrester CX Conference in Nashville, Tennessee, this episode delves into the challenges and opportunities brands face in an era of cognitive overload and constant multitasking.

2. Guest Background: Kelsey Chickering

Kelsey Chickering brings a wealth of experience from both agency and analytical backgrounds. With three years at Forrester, she specializes in helping clients establish robust marketing blueprints and defining organizational "jobs to be done." Her expertise spans social media strategy, the creator economy, and emerging areas like gaming environments for marketers.

Quote:
"I've been at Forrester for about three years now, but I actually come from an agency background. So I was at creative and media agencies before this as a comms planner."
— Kelsey Chickering [02:55]

3. Key Insights from Forrester CX Conference

At the Forrester CX Conference, significant emphasis was placed on the Total Experience (TX) score, which integrates Business Experience (BX) and Customer Experience (CX). This holistic approach is backed by data demonstrating that aligning BX and CX can directly contribute to brand growth and revenue.

Quote:
"It's proven with data and math that if you bring together BX and CX, you will grow your business."
— Kelsey Chickering [03:57]

Kelsey also highlighted an upcoming report addressing the disillusionment with traditional metrics like Net Promoter Score (NPS) and the pitfalls of chasing metrics without genuine strategic alignment.

4. The Distracted Consumer and Cognitive Overload

With consumers facing up to 35,000 decisions daily, brands must navigate an environment of constant distractions and cognitive overload. Kelsey emphasizes that the window to capture consumer attention is fleeting, necessitating frequent and diverse touchpoints.

Quote:
"Your opportunity, your window to get in their brain is not long."
— Kelsey Chickering [06:15]

She discusses the reality of multitasking, noting that while true concurrent multitasking is impossible, consumers habitually switch between tasks, making sustained attention a rare commodity.

5. The Total Experience Score: Integrating BX and CX

The Total Experience score represents a unified metric that combines Business Experience and Customer Experience, providing a comprehensive view of a brand's performance. Kelsey explains that this integration not only enhances internal collaboration but also substantiates the business case for investing in CX initiatives.

Quote:
"We have an opportunity here to combine BX and CX, backed by data, to grow your business."
— Kelsey Chickering [03:57]

6. The Role of the Creator Economy in Brand Messaging

Creators have become pivotal in disseminating brand messages authentically across diverse communities. Kelsey advocates for co-creating with creators who genuinely resonate with the brand, ensuring that messaging is both relevant and organically integrated into their unique voices.

Quote:
"If you're choosing creators who know you and actually like you, you're opening yourself up to share who you are in a really different way."
— Kelsey Chickering [07:38]

She cautions against over-directing creators, which can stifle authenticity and effectiveness.

7. Breaking Down Organizational Silos for Better Collaboration

Internal silos between departments like marketing, customer service, and product teams often hinder cohesive brand experiences. Kelsey underscores the importance of regular communication and shared calendars to ensure all teams are aligned, especially during major campaigns or product launches.

Quote:
"Customers might experience a disconnect because marketing never informed customer service about a big campaign, resulting in a barrage of comments they weren't prepared for."
— Kelsey Chickering [12:03]

8. Personalization: Finding the Right Balance

While personalization is crucial for engaging consumers, brands must tread carefully to avoid crossing into the "creepy" zone. Kelsey advises managing the frequency and variety of personalized interactions to ensure they feel helpful rather than intrusive.

Quote:
"Frequency management helps balance how much is too much, ensuring you're not overwhelming the consumer."
— Kelsey Chickering [14:50]

She recommends testing and soliciting customer feedback to fine-tune personalization strategies.

9. Case Study: USAA's Approach to Customer Experience

USAA serves as an exemplary model with a high Total Experience score. The company excels at transforming mundane interactions into meaningful experiences by anticipating member needs and providing tailored resources based on data signals.

Quote:
"USAA anticipates life events through data and tailors interactions to be helpful and relevant, enhancing member loyalty."
— Kelsey Chickering [16:13]

10. Staying Agile: Continuous Learning and Listening

In a rapidly evolving landscape, staying agile is paramount. Kelsey shares her personal strategy for agility: extensive listening through podcasts, which allows her to stay informed and adapt to changes in social media and consumer behavior.

Quote:
"I listen to a lot of podcasts to stay up on things consistently, whether I'm working out, walking, or driving."
— Kelsey Chickering [18:59]

11. Conclusion and Final Thoughts

The episode concludes with actionable insights on enhancing brand agility and consumer engagement. Kelsey Chickering’s expertise offers valuable guidance for brands aiming to thrive amidst the distractions and complexities of modern consumer behavior.

Final Quote:
"To truly connect, brands must integrate their messaging across various touchpoints and voices, ensuring consistency and authenticity."
— Kelsey Chickering [11:12]

Additional Resources:

• Follow Kelsey Chickering and Forrester: [Show Notes Links]
• Join Greg Kihlström’s Mastermind Group: [journeysparkconsulting.com]
• Attend Meacon, the Marketing Artificial Intelligence Conference: marketingaiinstitute.com (Use code Agile150 for discounts)

This episode underscores the importance of holistic experience management, authentic creator partnerships, and internal collaboration in building resilient, agile brands capable of capturing and retaining consumer attention in a distracted world.