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SEND | Digital in the Age of the Customer

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Intervento in sessione plenaria di Qaalfa Dibeehi, Principal Consultant at Forrester Research
SEND, il primo Open Summit di ContactLab

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SEND | Digital in the Age of the Customer

  1. 1. SEND è organizzato da #SEND2014 Qaalfa Dibeehi Principal Consultant di Forrester Research Digital in the Age of the Customer
  2. 2. Digital in the Age of the Customer Qaalfa Dibeehi 19 November 2014
  3. 3. What’s success in the age of the customer?
  4. 4. © 2012 Forrester Research, Inc. Reproduction Prohibited 4 What’s digital got to do with it?
  5. 5. © 2012 Forrester Research, Inc. Reproduction Prohibited 5 What’s key in the tech mgmt agenda today?
  6. 6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Empowered customers have given rise to a new era 1900–1960 1960–1990 1990–2010 2010+
  7. 7. © 2013 Forrester Research, Inc. Reproduction Prohibited 7 Empowered customers have given rise to a new era
  8. 8. © 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
  9. 9. Customer Experience: How customers perceive their interactions with your organization
  10. 10. © 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
  11. 11. © 2012 Forrester Research, Inc. Reproduction Prohibited The opportunity is in the 3rd “E”
  12. 12. 12
  13. 13. 13
  14. 14. © 2013 Forrester Research, Inc. Reproduction Prohibited 14 The currency of customer experience is Loyalty
  15. 15. © 2012 Forrester Research, Inc. Reproduction Prohibited Customer experience leads to profits… if you treat it as a business discipline.
  16. 16. 6-year stock performance: CX Leaders vs CX Laggards vs the S&P 500 Source: Technology Management In The Age Of The Customer
  17. 17. © 2012 Forrester Research, Inc. Reproduction Prohibited 18 So, does digital drive the CX… or should the CX drive digital?
  18. 18. © 2012 Forrester Research, Inc. Reproduction Prohibited
  19. 19. © 2012 Forrester Research, Inc. Reproduction Prohibited 20 The intended CX should always drive your digital strategy!
  20. 20. © 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
  21. 21. © 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
  22. 22. The customer journey 23
  23. 23. © 2013 Forrester Research, Inc. Reproduction Prohibited 24 Source: Jose Luis Pelaez Be present in the mobile moments of your customers so they don’t turn to someone else.
  24. 24. © 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
  25. 25. © 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)
  26. 26. © 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
  27. 27. © 2012 Forrester Research, Inc. Reproduction Prohibited Firms Need To Align The Customer Experience Ecosystem
  28. 28. 29 Customer Understanding Design Strategy Measurement Governance Culture Six disciplines required for customer experience maturity
  29. 29. © 2012 Forrester Research, Inc. Reproduction Prohibited Firms Need To Align The Customer Experience Ecosystem
  30. 30. © 2014 Forrester Research, Inc. Reproduction Prohibited 31 Getting intimacy and privacy right is the next battleground Source: Nokia (https://www.nokia.com)
  31. 31. © 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…
  32. 32. What’s success in the age of the customer?
  33. 33. © 2012 Forrester Research, Inc. Reproduction Prohibited 34 What’s digital got to do with it?
  34. 34. © 2012 Forrester Research, Inc. Reproduction Prohibited 35 What’s key in the tech mgmt agenda today?
  35. 35. © 2012 Forrester Research, Inc. Reproduction Prohibited

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