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Qaalfa Dibeehi
Principal Consultant di Forrester Research
Digital in the Age
of the Customer
Digital in the Age of the Customer
Qaalfa Dibeehi 19 November 2014
What’s success in the age of the customer?
© 2012 Forrester Research, Inc. Reproduction Prohibited 4
What’s digital got to do with it?
© 2012 Forrester Research, Inc. Reproduction Prohibited 5
What’s key in the tech mgmt agenda today?
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Empowered customers have given rise to a new era
1900–1960 1960–1990 1990–2010 2010+
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Empowered customers have given rise to a new era
© 2014 Forrester Research, Inc. Reproduction Prohibited 8
Four market imperatives driving change
Transform
the customer
experience
Embrace
the mobile
mind shift
Become
a digital
disruptor
Age of the Customer
Turn big data
into business
insights
Customer Experience: How customers perceive their interactions with your organization
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: June 2014 “Forrester’s Next Generation Customer Experience Index”
A 3D Customer Experience = 3Es
Emotion Customers feel engaged by the experience
Ease Customers get value without difficulty
Effectiveness Customers get value from the experience
© 2012 Forrester Research, Inc. Reproduction Prohibited
The opportunity is in the 3rd “E”
12
13
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The currency of customer experience is Loyalty
© 2012 Forrester Research, Inc. Reproduction Prohibited
Customer experience leads to profits… if you treat it as a business discipline.
6-year stock performance: CX Leaders vs CX Laggards vs the S&P 500
Source: Technology Management In The Age Of The Customer
© 2012 Forrester Research, Inc. Reproduction Prohibited
18
So, does digital drive the CX…
or should the CX drive digital?
© 2012 Forrester Research, Inc. Reproduction Prohibited
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The intended CX should always
drive your digital strategy!
© 2012 Forrester Research, Inc. Reproduction Prohibited
The Changing Technology Management Agenda
Businesses must broaden their
technology management agendas
beyond infrastructure
management and internal
operations (IT) to include work
centred on acquiring and retaining
customers.
All technology management
executives must manage two
agendas:
• Information Technology (IT) -
internal operations (perpetually
critical to the business)
• Business technology (BT) -
technology, systems, and
processes to win, serve, and
retain customers.
IT agenda includes It
includes tools to support
finance, supply chain,
employee automation,
resource planning, and
human resources as
well as a myriad of
systems necessary for
regulatory compliance.
BT agenda focuses on
providing superior
customer experiences
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Remains critical
Social, mobile, analytics
The movement in tech mgmt budget
Source: October 10, 2013, “Technology Management In The Age Of The Customer” Forrester report
The customer journey
23
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Source: Jose Luis Pelaez
Be present in the mobile moments of your
customers so they don’t turn to someone else.
© 2014 Forrester Research, Inc. Reproduction Prohibited
Identify mobile moments and their associated context
Customer journey
• What are the
customer’s
motivations?
• What does the
customer need?
• What is their context?
Mobile moments of truth Contextual opportunities
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
Mobile expectations are soaring
Source: January 24, 2014, “Re-Engineer Your Business For Mobile Moments” Forrester report
Flight -2 days +2h -2h +2 days
• Change reservation
• Reserve seat
• View reservations
• Check gate
• Departure time
• Lounge access
• Upgrade
• Arrival time
• Food order
• Movies
• Wi-Fi
• Ground
transportation
• Lost luggage
• Navigation
• Customer service
• Mileage status
• Reward travel
• Upcoming reservations
Airline example based on user time
Serve customers in their mobile moments
Source: Fly To Barcelona (https://www.flytobarcelona.org)
© 2014 Forrester Research, Inc. Reproduction Prohibited 27
Companies
Platforms
People
Processes
Mind Devices Applications
The mobile mind shift will penetrate the beating heart of your business
Source: Ted Schadler, Josh Bernoff, and Julie Ask, The Mobile Mind Shift: Engineer Your Business to Win in the Mobile
Moment, Groundswell Press, 2014
© 2012 Forrester Research, Inc. Reproduction Prohibited
Firms Need To Align The Customer Experience Ecosystem
29
Customer Understanding Design Strategy
Measurement Governance Culture
Six disciplines required for customer experience maturity
© 2012 Forrester Research, Inc. Reproduction Prohibited
Firms Need To Align The Customer Experience Ecosystem
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Getting intimacy and privacy right is the next battleground
Source: Nokia (https://www.nokia.com)
© 2012 Forrester Research, Inc. Reproduction Prohibited
1) A clear CX strategy.
2) A single view of the customer
3) A brand personality that will
permeate all interactions.
You’ll need…
What’s success in the age of the customer?
© 2012 Forrester Research, Inc. Reproduction Prohibited 34
What’s digital got to do with it?
© 2012 Forrester Research, Inc. Reproduction Prohibited 35
What’s key in the tech mgmt agenda today?
© 2012 Forrester Research, Inc. Reproduction Prohibited