forrester - challenge thinking, lead change - see 2016

Workforce Enablement is the Key toImproving Customer ExperienceElinor Klavens, Researcher

1 June, 2016

Truth # 1Customer Experience is the NewRosetta Stone

…and we need to translate servicedelivery

© 2016 Forrester Research, Inc. Reproduction Prohibited 4

Agenda

› Strategy – Deliver great internal andexternal customer experience

› Manage – Understand employeemotivation

› Broker – Deliver the services youremployees want and need


Agenda





Revenue ImpactOf IncreasingCustomerExperience IndexScore By1 Point

Source: Forrester’s Customer Experience Index Online Survey, US Consumers Q1 2015 Annual incremental revenue per customer**This analysis shows the effect on revenue potential of increasing CX Index scores by one point from the industry average CX score. Curves for individual brands differ from this industrycurve. For brands that don’t have a linear relationship between CX and revenue, the revenue effect of improving CX by one point will vary greatly depending on the CX score that servesas the starting point for this analysis.†Number of customers represents number of customers of a big player in the industry based on inputs that include Forrester’s Consumer Technographics®, Forrester’s analysts, andpublicly available industry data.‡Excluding Apple due to the high difference in price points


“Every business is a technology business. Whetherit’s taxi cabs or taco delivery, today’s enterprises areurgently figuring out ways to manage the growth ofinformation technology and to turn its disruptivepotential to their advantage”.

http://www.wsj.com/articles/marketplace-section-renamed-business-tech-1424138463


Not all leaders will embrace digital transformation


The Customer Obsessed Operating Model


Agenda




Truth #2 –The way people work,and their expectations,are changing


Where employees work continues to shift


The Elephant in the RoomService Culture has invaded all parts of the business

Looking for Informationis a major part work

“Highly skilled knowledgeworkers spend 20% of theirtime looking for internalinformation or trackingdown colleagues who canhelp with specific tasks.”

Source: McKinsey Global Institutehttp://www.mckinsey.com/industries/high-tech/our-insights/the-social-economy

…but in knowledge work, they’re not.

To provide great products and service isa choice employees make every day...

Source: https://commons.wikimedia.org/wiki/File:Southwest_524_N398SW_Boeing_737-3H4_SJC.jpg

What is the greatest source of workplacehappiness?

Getting things done.


A typical work day for most of us…


Workforce enablement helps employees reach flow


Agenda





Broker

EcosystemEcosystem

TM(DevOps,

EA)

TM(DevOps,

EA)

WorkforceWorkforce

DemandDemand

SupplySupply

TechnologyManagementTechnology

Management Lineof

Business

Lineof

Business


ServiceManagement

Incidentproblemchange Workforce

Enablement

Event

FinancialKnowledge

Analytics

Augmentation


Service Delivery Improvement Model

PainFree

Productive

Personalized

Predictive WorkforceEnablement


Pain Free- Examine the Journey of requestingand receiving service


ProductiveProvide searchable content


Q: When you tried to solve yourtechnology problem which of thefollowing did you use?

Source: Forrester’s BT Devices & Security Workforce Q1 2015

Q: Generally when you are at workand have technology problemswhich of the following is the firstpoint of contact to help solve yourproblem.

1%

2%

42%

56%

Other

External source

Contact companyhelp desk

Try to solveproblem myself

PRODUCTIVE – Enable Self-Help

64%

25%

18%

7%

10%

Knowledge management

IT Service request portal

Internal documentsharing site (e.g.…

IT Service catalog

Other


PERSONALIZED – offer customization


PersonalizedMarry Demand and Supply into a Service

Service App Store


PREDICTIVE– Metrics that matter


Predictive


Pain Free

Productive

Personalized

Predictive

Effectiveness

Ease

Emotion

Your Goalis Flow

Delivering thevalue your

customers wantby measuring with

the 3 E’s

Design yourservices for

consumer valuewith the 4 P’s

Strategy Manage Broker

forrester.com

Thank you

Elinor Klavens

[email protected]