age of the customer research -...

© 2018 FORRESTER. REPRODUCTION PROHIBITED.

Age Of The Customer Research

Alex Zahariev, Regional AE, SE Europe

February 15th, 2019

2© 2018 FORRESTER. REPRODUCTION PROHIBITED.

Age of the customer

insights and

frameworks that drive

growth.

We work with business and

technology leaders to develop

customer-obsessed strategies

that drive growth.



Empowered customers are shaping corporate strategies and the technology agenda


Customers are

evolving in five key

ways.


To win, serve and

retain customers,

firms must become

customer-obsessed.

Organizations that provide leading CX

aggressively invest in business technology.

Base: 1,018 global executives

Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey


Marketing Technology

investments are on the

rise.

Businesses plan to increase Martech spend

Source: Forecast: US Marketing Technology And Services, 2017 To 2022


The CIO And CMO

Share Ownership Of

The Martech budget.


Leading companies embrace a “customer-obsessed” operating model

Customer-obsessed enterprises focus their strategy, operations, and budget

to enhance their knowledge of and engagement with members and partners.


Drive revenue with great customer experience

Differentiate with digital

Build a customer insights-driven organization

Accelerate growth with marketing innovation

Transform IT to win, serve, and retain customers

Secure customers, protect the brand

And on the six

market

imperatives

that truly matter

in the age of

the customer.


Technology

CIO AD&D EA I&O S&R SVM

Marketing & StrategyCMO B2B B2C CI CX eBiz

Business

technologies

Back-office

technologies

Only Forrester’s age of the customer research gives you the full picture


MARKETING, SALES, AND SERVICE SOFTWARE SOLUTIONS

Marketing and advertising solutions

› Marketing technology

› Advertising technology

› Contextual marketing

› Advertising and marketing measurementCustomer

service solutions

› Customer service

› Contact center

› Customer communication

Sales and fulfillment solutions

› B2C/B2B commerce technology

› Sales

› Digital store

› Payments

› Lead management

Forrester’s research coverage helps you execute on a strategy that drives growth.


SYSTEMS OF INSIGHT, ENGAGEMENT, AND SUPPORT

Systems of insights

Voice of the customer

Data and analytics

Customer insights

Artificial intelligence (AI)

Supporting

technologies

Security and privacy

Employee tools

Cloud and SaaS

Systems of engagement

Web, mobile, and wearables

Content and personalization

Software platforms and tools

Internet of things (IoT)

Forrester’s research coverage helps you execute on a strategy that drives growth.


Access Forrester’s Age Of The Customer (AoC) research, insights and frameworks that drive growth

Understand

your changing

customer.

Improve

customer

experiences and

your brand.

Make the

right

technology

investments.

Create

strategies to

market, sell,

and engage.

Shape your

relationship

with IT and

partners.


Confidence through insightsForrester has 30+ years of understanding the impact of changing customer, business, and

technology. Our analytics and customer insights give you new insights that challenge your

thinking –and the confidence to lead change within your company.

35,000+500,000+ 70,000+

Global

consumer

surveys annually

Business and IT

executives

surveys annually

Client

inquiries

annually

6,000+

Vendor

briefings

annually

850+

Emerging and

established

technology

evaluations


› Account-based marketing

› Advertising

› B2B eCommerce

› Behavioral targeting

› Branding and positioning

› Channel marketing

› Customer life-cycle

marketing

› Content marketing

› Digital business

transformation

› Digital media

› Digital money management

› Digital store

› eCommerce globalization

› Email marketing

› Enterprise marketing

› Influencer marketing

› Loyalty and privacy

› Lead-to-revenue

› Marketing automation

› Marketing mix

optimization

› Multi-channel marketing

› Mobile banking

› Mobile eBusiness

› Mobile insurance

› Real-time interaction

management

› Retail eCommerce

› Search marketing

› Social marketing

› Systems of engagement

› Video advertising

Marketing & Strategy

› AR and VR

› AI and robotics

› Automation

› Business applications

› Business intelligence

› Business process

management

› CRM

› Cloud computing

› Contact centers for customer

service

› Content and data management

› DevOps)

› Digital experience delivery

› Distributed ledger technology

› Employee experience

› Enterprise architecture

› Governance, risk, and compliance

› Identity and access management

› Infrastructure and operations

› Innovation and emerging tech

› IoT

› IT transformation

› Machine Learning

› Mobile app development

› Modern service delivery

› Modern application delivery

› Predictive analytics

› Privacy and security

› Security analytics and automation

› Strategic planning and portfolio

› Speech analytics

› Social business and

collaboration

Technology

Coverage connecting customer, business and technology insightsCustomer

› Attribution

› B2B buyer behavior

› Buyer archetypes

› Customer analytics

› Customer centricity

› Customer emotion

› Customer life cycle

› Customer experience

transformation

› Digital intelligence

› Journey mapping and

analytics

› Spatial analytics

› Social listening

› Systems of insight

› Voice Of The Customer

› Web and mobile analytics

See our full coverage on forrester.com

https://www.forrester.com/coverageareas


Gain insight and confidence in your most critical decisions during discussions

*Invite individual team members to analyst inquiries.

Ellen Carney

Principal Analyst

Insurance Industry, Consumer Mobile -Adoption and Devices

Laura Ramos

VP, Principal Analyst

B2B, Budgeting, Buyer Engagement, Content Marketing, Customer Advocacy, Customer Onboarding

Keith Johnston

VP, Research Dir.

Advertising Agencies, Digital Agencies, Marketing Executive Leadership, Marketing Organizational Structure, Marketing Talent Management, Personalization

James McQuivey, Ph.D


Amazon, Apple, Business Models, Connected Home, Consumer Electronics, Consumer -Mobile Activities and Adoption, Corporate Strategy, ecommerce

FEATURED ANALYST

Shar VanBoskirk


Email Marketing, Marketing Mix Modeling, Marketing Organization & Culture, Mobile Marketing, Digital Marketing

https://www.forrester.com/Ellen%20Carney

https://www.forrester.com/Laura%20Ramos

https://www.forrester.com/Keith-Johnston

https://www.forrester.com/James-L.-McQuivey

https://www.forrester.com/Shar-VanBoskirk


What our clients say

Thomas RomieuManaging directorLVMH (Louis Vuitton Moët Hennessy)

“Forrester’s digital insights allow us to identify and invest in the

technologies that will return the greatest long-term impact for our

business. This has allowed us to establish a disciplined approach to

digital technologies. Whether we need help with an RFP process or

determining the size, skills, and scope of our digital marketing team,

Forrester always has the answers we need.”


A client’s perspective

Kari KopischkeSenior director, interactive strategy, planning, and communicationsAmeriprise Financial

“As the digital world continues to evolve, so must the online experience

we offer our consumers. The competitive intelligence that Forrester

provides has played a large part in making this happen. Specifically, the

marketing leadership reports have been a great resource for us; they’ve

helped inform, support, and guide many critical business decisions

within our interactive marketing department since our partnership

began several years ago.”



Carlos Cilveti BayonaHead of strategy and program managementBBVA S.A.

“Forrester helped us to understand our changing landscape — using

qualitative and quantitative evidence — and by putting in place a

methodology for driving organizational change.”



Marcello MiradoliGlobal marketing and sales operations directorWolters Kluwer N.V.

“Forrester’s actionable research insights and recommendations have

been very important to me when building out our modern marketing

strategy, which includes lead-to-revenue, marketing automation, and

digital. Leveraging its analysts and playbook frameworks, I designed

organizational approaches, processes, and systems that fit our firm’s

maturity, needs, and objectives.”



Scott DilleNational director of client experience and employee engagementThe Northern Trust Company

“I prefer to read content on my iPad, in part because I commute by train

— and love Forrester’s Reader app! I just began to use it, but it seems

easy and intuitive. Thank you, Forrester, for taking this step in your

customer experience strategy!”

FORRESTER.COM

Thank you© 2018 FORRESTER. REPRODUCTION PROHIBITED.

Alex Zahariev

[email protected]

+359 87 7677113

Nikos Sampanis

[email protected]

+30 694 5853157


Appendix – Research methodology slides


2019 PredictionsUVP

Description

Predictions: Learn

what lies aheadOutlooks

Forrester report “The Q4 Global Tech Market Outlook For 2018 To 2019”

Projections for baseline growth in

key markets — by region and

country, product, and other

dimensions like new project

spending.

› Understand how business and

consumer spending determines the

direction of future trends.

› Learn how others invest in

technology to win, serve and retain

their customers.


2019 PredictionsUVP

Predictions: Learn

what lies aheadPredictions

Annual research helping you plan

for the year ahead.

• Understand the dynamics

affecting your business in the

short and long term.

• Evaluate current and future plans.

• Evangelize your strategy within

the organization and gain buy-in

with objective analysis.

CMOs rebrand

More than 50% of CMOs will bring brand

back as their top priority in 2019.

In 2019, CMOs will move more budget

and attention to remaking or revitalizing

the brand.


Forrester report “The Top Emerging Technologies To Watch 2018”, July 11, 2018

Top Trends

Research examining trends based

on based on our proprietary

business and consumer survey

data.

› Understand where the market and

your customers are heading.

› Identify the risk and opportunity for

your firm, services and solutions.

› Know what technology is worthy of

your focus, planning and investment.


2019 PredictionsUVP

Description

Predictions: Learn

what lies aheadPlaybooks

Informed guidance and tools to

help you master your critical

challenges and opportunities to

drive growth.

› Research, tools and frameworks

organized by the project lifecycle:

discover, plan, act and optimize.

› Assessments to gauge your

maturity level on each initiative with

corresponding reports designed for

your maturity.

› Playbooks created for all of the

important initiatives leaders

professionals must undertake.

Vision Assessment OrganizationPerformance

Management

Landscape Strategic Plan Processes Benchmarks

Business

CaseRoad Map

Tools And

Technology

Continuous

Improvement

OptimizeActDiscover Plan


2019 PredictionsUVP

Maturity AssessmentsMaturity Assessments

Interactive maturity assessment

tools help you identify gaps and

close them.

› Understand your current state on a

crucial business and technology

challenge.

› Receive a recommended set of

next steps on how to improve

based on your maturity.

› Get more value from your Forrester

access and the help you need to

succeed.

Source: Marketing Innovation Maturity Assessment, February 2018


MATURITY LEVEL ACTION ITEMS

Establish the basics

of a successful

competency.

BEGINNER

Put in place all the activities, staffing, processes, and

assets to ensure that your organization has

established solid and rigorous practices.

Advance results by

applying best

practices.

INTERMEDIATE

Apply best practices with rigor, coordination,

accountability, and scale to be on equal footing with

the companies that do it best.

Innovate by

discovering cutting-

edge tactics.

ADVANCED

Discover cutting-edge tactics so you can emulate and

experiment to ensure your organization maintains its

standing among those few who do it best.

Achieve your desired state with actionable research and insights:

Identify your current state and action items for improvement


2019 PredictionsUVP

Imperative

playbooks for your

transformation

initiatives

Drive revenue with great

customer experience

The CX Transformation

Playbook

Differentiate with digital The Digital Business Playbook

Build a customer-

insights-driven organization

The Insights-Driven Business

Playbook

Accelerate growth with

marketing innovation

The Marketing Innovation

Playbook

Transform IT to win, serve,

and retain customersThe IT Transformation Playbook

Secure customers and

protect the brand

The Cybersecurity And Privacy

Playbook


Imperative Maturity

Assessments for

your transformation

initiatives

Drive revenue with great

customer experienceCX Management Assessment

Differentiate with digitalDigital Business Maturity

Assessment

Build a customer-

insights-driven organization

Insights-Driven Business

Assessment

Accelerate growth with

marketing innovation

Marketing Innovation Maturity

Assessment

Transform IT to win, serve,

and retain customers

IT Transformation Maturity

Assessment

Secure customers and

protect the brand

Cybersecurity And Privacy

Maturity Assessment


Assess your readiness to deliver on key initiatives and identify action items to advance your

practices.

UVP

Playbooks for your

key strategies

APPLICATION

DEVELOPMENT &

DELIVERY PLAYBOOKS

› Business Intelligence

› Contact Centers For

Customer Service

› CRM

› Digital Experience Delivery

› Enterprise Collaboration

› Mobile App Development

› Modern Application Delivery

› SaaS

ENTERPRISE

ARCHITECTURE

PLAYBOOKS

› Data Management

› EA Practice

› Enterprise Content

Management

› Strategic Portfolio

Management

INFRASTRUCTURE &

OPERATIONS PLAYBOOKS

› Cloud Computing

› Continuous Deployment

› Employee Experience

› Infrastructure

Transformation

SECURITY & RISK

PLAYBOOKS

› Data Security And Privacy

› Governance, Risk, And

Compliance

› Identity And Access

Management

› The S&R Practice

› The Security Architecture

And Operations

CMO PLAYBOOKS

Brand Experience

B2B MARKETING

PLAYBOOKS

› B2B Marketing

› Lead-To-Revenue

B2C MARKETING

PLAYBOOKS

› Content Marketing

› Customer Loyalty

› Customer Trust And Privacy

› Digital Media Buying

› Enterprise Marketing

Technology

› Marketing Measurement And

Insights

› Social Marketing

CUSTOMER EXPERIENCE

PLAYBOOKS

› Digital Customer Experience

Improvement

CUSTOMER

INSIGHTSPLAYBOOKS

› Customer Analytics

› Digital Intelligence

EBUSINESS & CHANNEL

STRATEGY PLAYBOOKS

› B2B eCommerce

› Digital Banking Strategy

› Digital Insurance Strategy

› Digital Store

› The Mobile eBusiness

› Omnichannel Commerce

› Retail eCommerce


Maturity

assessments for

your key strategies

APPLICATION DEVELOPMENT & DELIVERY

MATURITY ASSESSMENTS

› Contact Centers For Customer Service

Maturity Assessment

› CRM

Maturity Assessment

› Enterprise Collaboration

Maturity Assessment

› Modern Application Delivery

Maturity Assessment

› SaaS Transformation

Maturity Assessment

ENTERPRISE ARCHITECTURE MATURITY

ASSESSMENTS

› EA Practice

Maturity Assessment

› Strategic Portfolio Management

Maturity Assessment

INFRASTRUCTURE & OPERATIONS


› Continuous Deployment

Maturity Assessment

› Employee Experience

Maturity Assessment

SECURITY & RISK MATURITY ASSESSMENTS

› Identity And Access Management

Maturity Assessment

› The S&R Practice

Maturity Assessment

› The Security Architecture And Operations

Maturity Assessment

B2C MARKETING MATURITY ASSESSMENTS

› Enterprise Marketing Technology

Maturity Assessment

› Marketing Measurement And Insights

Maturity Assessment

› Social Marketing

Maturity Assessment

EBUSINESS & CHANNEL STRATEGY


› B2B eCommerce

Maturity Assessment

› Digital Banking Strategy

Maturity Assessment

› Digital Insurance Strategy

Maturity Assessment

› Omnichannel Commerce

Maturity Assessment


Business cases Based on Forrester’s Total

Economic Impact™ (TEI)

Business value justification tools to

showcase ROI of your investment.

› Demonstrate business impact of your

strategies.

› Make a convincing case for tech

investments and resources.

› Leverage the ROI model to illustrate

how investments will pay off.

Source: Forrester report, “Model The ROI Of Enterprise Marketing Technology Investments”, April 2018


CX Index

Annual industry-level benchmarks

of customer experience (CX) quality

based on our proprietary consumer

survey data.

› Identify the revenue impact of CX

across 20 industries.

› Understand the customer experience

quality trends and the role that

emotion plays.

› Prioritize your CX investments based

on what leads to the biggest

business impact.


Industry Waves

Evaluation of functionality and

usability of apps or websites to help

you drive growth through digital CX.

› Understand who the leaders are and

what you can learn from them.

› Identify strengths and address

weaknesses of your digital assets.

› Create a improvement road map

using an objective and transparent

evaluation methodology.

› Prioritize and justify investments with

an objective comparison against

industry peers.


2019 PredictionsUVP

Industry Waves

evaluating websites

or apps of peers and

competitors in your

space

Banking • US Mobile Banking Apps

• Canadian Mobile Banking Apps

• European Mobile Banking Apps

• Australian Mobile Banking Apps

• China Mobile Banking Apps

• Indian Mobile Banking Apps and Online Banking

Websites

• US Banking Sales Websites Canadian Banking Sales

Websites

Investing • US Mobile Apps

Life Insurance • US Sales Websites

• Canadian Sales Websites

Auto

Insurance

• US Mobile Sites

Retail • US Mobile Websites

• US Mobile Apps

• European Mobile Websites

• European Mobile Apps

Automotive • US Websites

• European Websites


Case Studies

In-depth examination of leading

practices providing you

inspiration and applicable

insights.

• Learn how other firms drive

operational efficiencies and

deliver superior CX.

• See visual examples of what

leading practices looks like.

• Uncover new approaches to

generate business growth.

Source: Forrester report, “Case Study: How Kohl's Operationalizes Its Digital Strategy”, April 2017


Forrester’s technology and services selection research helps you keep

up with tech innovation to drive growth and differentiation

What is the

technology, and who

are the vendors?

Which vendor

should we buy?

What technology

should we invest in,

and when?

New TechForrester

New Wave

Forrester

WaveNow Tech

MATURING

TECHNOLOGY

MARKETS

EMERGING

TECHNOLOGY

MARKETSForrester

Tech Tide


The Forrester Tech

Tide™

Overview of what technologies to

invest in (and when) for maximum

business impact.

› Get a fast overview of what

technologies to watch, invest in, or

divest from.

› Understand the technologies’

potential impact on your business’

bottom line.

› Inform your short- and long-term

technology road map to remain

competitive

Source: Forrester report, “The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2018”


New Tech

Overview and segmentation of

emerging tech and vendors,

including business benefits and key

capabilities.

› Learn about key capabilities that

define and shape emerging,

potentially disruptive technologies.

› Identify new technologies and get

research-based insight into their

functionality.

› Quickly segment viable emerging

vendors for detailed evaluation.

Source: Forrester report, “New Tech: Influencer Marketing Solutions, Q3 2018”


Forrester New Wave™

Evaluation of leading providers in

emerging markets based on a

robust analysis of their current

offerings and strategies.

› Get a quick overview of offerings and

vendors to consider, based on our

trusted methodology.

› Justify budget and resources with

detailed analysis on strengths and

weaknesses.

› Use quick cards to create a shortlist

of most-suitable offerings with

transparent criteria and scores Source: Forrester report, “The Forrester New Wave™: Influencer Marketing Solutions, Q4 2018”


Now Tech

Overview and segmentation of

established market players, and

insight into business benefits and

capabilities of their offerings.

› Learn what key capabilities define

and shape a category of

technologies or services.

› Identify the relevant vendors and

their functionality.

› Segment and identify vendors and

offerings for deeper evaluation.

Source: Forrester report, “Now Tech: Sales Performance Management Solutions, Q3 2018”


The Forrester Wave™

Evaluation of leading providers in a

maturing market space based on

robust analysis of their current

offerings and strategies.

› Get confidence in your decisions with

a robust, transparent evaluation

based on trusted methodology.

› Secure stakeholder buy-in and

accelerate vendor selections with a

detailed overview report

› Evaluate vendors based upon your

needs with a customizable tool.

Source: Forrester report, “The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018”


Appendix – Analyst engagement slides


Webinars

Forrester’s Takes

Analyst audio guides to get

smart fast on key topics and

trends

• Get an overview or future view

based on your maturity.

• Understand the opportunity for

your business.

• Identify what challenges you

must overcome and how.

• Hear about new techniques and

leading best practices.

forrester.com/app


Webinars

Regular interactive online sessions

on the latest research findings

affecting your business

• Dive deeper on key research

• Connect with analysts during the

live Q&A

• Download the presentation

materials

• Stream on-demand sessions on the

Forrester.com website or the

Forrester Insights app

Webinars

forrester.com/app


Webinars

Forrester’s forums showcase the

latest research and findings from

analysts and industry leaders

• Get inspiring keynotes and case

studies from analysts and industry

leaders.

• Dive deep into relevant content on

key initiatives and capabilities.

• Learn about and get access to the

latest technology solutions.

• Network with analysts and peers to

stay abreast of latest practices

Events


Webinars

Recordings of key sessions from

our renowned forums.

• Catch up on if you missed the

event or want to revisit what you’ve

heard onsite.

• Stay on top of what’s happening in

the market.

• Get inspiration for your current and

upcoming initiatives.

• Learn about the latest technology

that's revolutionizing your industry.

On-Demand Keynotes

forrester.com/app


Appendix – digital experience slides


App slide

Forrester Insights App

Access insights and research

fast and easily on the go.

› Access research, blogs, and insights to support your decision making

› Watch on-demand webinars and keynotes to stay on top of trends that will impact your business

› Listen to podcasts and Forrester Takes examining market dynamics and hot topics

› Save reports and graphics to read on the device of your choice

› Receive notifications to stay abreast of the latest insights relevant to your initiatives


Mobile friendly website

Find insights and analysts that

support your initiatives.› Tailor your homepage to what’s important to

you and your company.

› Find the relevant reports, frameworks and

playbooks fast

› Access on-demand webinars or register for

upcoming calls.

› Schedule time with an analyst for context on

your top challenges.

› Save important reports to your reading list.

› Get in touch with your Forrester contacts.


› Quickly find relevant reports,

playbooks, or vendor evaluation

tools.

› Share key insights with team

members to accelerate projects.

› Download and install at

forr.com/slack.

› Enter a command in Slack with the

format: /forrester and your search

terms

App slide

Bot for Slack

Engage with our research within

your company environment

forr.com/slack


App slide

Search extensions

Find research faster with

Forrester’s search extensions

http://forr.com/GoogleChromeExtension

http://forr.com/InternetExplorerExtension

http://forr.com/MozillaFirefoxExtension

http://forr.com/SafariExtension

› Add the Forrester search extension to

your preferred browser.

› Navigate to relevant research directly

from your Google search results.

› Disable or remove easily if you no

change your mind.

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