how to use your technology prowess to build a customer obsessed enterprise

Use Your Technology Prowess To

Build A Customer Obsessed

EnterpriseLaura Ramos, Vice President, Principal Analyst

We face a wave of digital innovation.

Your customers new reality

Perpetually

connectedPressed

Overrun with

choicesSeeking context

© 2015 Forrester Research, Inc. Reproduction Prohibited 4

Agenda

› What it means for digital

› Are organizations ready to succeed?

› Build a customer obsessed enterprise


Agenda





No industry will escape digital disruption

Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey

Base: 1,254 executives in companies with 250 or more employees

(respondents may be counted in multiple industry groups)

Industrial products

Construction and engineering

Oil, gas, mining, and chemicals

Pharmaceuticals and medical equipment

Technology products

Consumer packaged goods

Transportation and travel

Healthcare

Professional and business services

Utilities

Telecommunications

Retail and wholesale

Media, entertainment, and leisure (excluding travel)

Government and nonprofit

Banking and financial services

Education and social services

Insurance

“Do you think your business will be disrupted by digital technology in the next 12 months?”(on a scale of 1 [not disrupted] to 5 [massively disrupted])

Massively disrupted Moderately disrupted Somewhat disrupted

86%

83%

82%

82%

82%

81%

77%

77%

77%

75%

74%

73%

71%

70%

65%

64%

60%

Total


Organizations are ill-equipped for

digital success


Our marketing team is extremely

successful in developing and executing

digital marketing programs

We are able to find and hire people with

the digital marketing skills we need

Our marketing team has the necessary

skills to be successful in digital marketing

51%

43%

39%Base 196 marketing leaders

Source: Forrester/ DMN 2014 North American Digital Marketing Online Survey


Marketers treat digital

as another line item

on the media plan.


Digital business is different


Bolt onDigitally enhanced

products and services

Functional efficiencyCross-functional

agility

Safety and cost

reduction

Speed and

innovation

Digital

touchpoints

Organizational

alignment

Technology

attitude

Digital businessTraditional business


Digital businesses work differently


Continuously exploit technology

1. Create new sources of value

for customers

2. Increase operational agility

in service of customers


Agenda





Replace their inside-out viewpoint . . .

Inside-out

Cap

ab

ilit

ies

Processes

Technologies

Resources

Se

rvic

e


. . . with an outside-in perspective

Inside-out

Cap

ab

ilit

ies

Processes

Technologies

Resources

Se

rvic

e

Outside-in

Journeys

Contexts

Touchpoints

Pers

on

as

Cu

sto

mer

ob

jectives

Customer obsession is your only

competitive advantage.


Use the customer lifecycle as your framework


Product

Innovation solutions

Enterprise marketing

solutions

Sales and

fulfillment solutions

Customer service

solutions


Create a shared technology agenda


Technology

agenda

Technology

agenda

CMO CIO

The BT

Agenda


Create a shared technology agenda


Source: Forrester/Forbes Q3 2014 US Marketing And Tech Management Survey


Your role: help drive CMO/CIO alignment



Your opportunity – step up to the digital challenge

1. Evangelize the importance of connecting

business and technology

2. Use the customer lifecycle as your guiding

framework

3. Lead the journey to true CMO/CIO collaboration

with a shared BT agenda

Foster A New Digital Mindset To Advance

To Digital Experience Mastery

Questions?

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