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@MartinJohnGill
Martin Gill, Research Director
Let Customers Lead Your
Digital Strategy

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Source:
$64 million
53%

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$247 million
93%

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Source:
$247 million
93%

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$247 million
93%

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Do you know what
your customers want?

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Do you know why
they want it?

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› Image: http://www.boots-uk.com/

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› http://fortune.com/2015/11/15/john-deere-software-services-agriculture-data/

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Source:

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Source:
Just knowing what your
customers do doesn’t make you
customer led.

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Collaborate to serve customers
Understand customers’ WHYs

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Collaborate to serve customers
Understand customers’ WHYs

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Customer-led firms understand WHY
Customer Led:
Ethnography
Customer Aware:
Surveys

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› http://www.imore.com/easyjet-app-update-brings-mobile-boarding-passes-and-passbook-support

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Customer-led firms understand WHY
Customer Led:
Unstructured
data
Customer Aware:
Structured
data

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Source: https://www.youtube.com/watch?v=n4BlZH6s6MI

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Customer-led firms understand WHY
Customer Led:
Co-creation
Customer Aware:
Market
research

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› https://www.lenovo.com

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Customer-led firms understand WHY
Customer Led:
Predictive
analytics
Customer Aware:
Descriptive
analytics

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Customer-led firms understand WHY
CUSTOMER AWARE CUSTOMER LED
EthnographySurveys
Unstructured dataStructured data
Co-creationMarket research
Predictive analyticsDescriptive analytics

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Collaborate to serve customers
Understand customers’ WHYs

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Marketing
Technology
Insights
DesignOperations
Service
Sales
Content
Customers

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Source: Forrester/Odgers Berndtson Q3 2015 Global Digital Business Online Survey.
68%

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Base: 412 US companies
Source: Forrester’s Business Technographics™ Global Marketing Survey, 2015
18%

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Customer journey mapsCustomer journey maps??

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Collaborative journey maps

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Monitor and optimize digital interactions
through metrics and insights.
Link and reveal how technology, processes,
and people deliver the customer experience.
Visualize and share important journeys and
touchpoints, including digital interactions.

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Visualize and share
Monitor and optimize
Link and reveal

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© 2016 Forrester Research, Inc. Reproduction Prohibited 36
Collaborate to serve customers
Understand customers’ WHYs

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https://contently.com/strategist/2015/09/03/the-new-model-how-net-a-porter-keeps-the-fashion-industry-on-its-heels/
https://contently.com/strategist/2013/10/03/the-story-behind-the-furrow-2/

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› http://www.myciin.com/en/p/net_a_porter_s_natalie_massenet_is_chairman_until_end_of_2016
“People always say to me,
‘You’ve really strived to
redefine retail.' But the
reality is, I wanted to
redefine magazines.”
— Natalie Massenet

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https://www.net-a-porter.com/alfresco/nap/webAssets/webPage/advertise-with-us/desktop/common/NAP_Media_Kit.pdf

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www.net-a-porter.com

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40,000 subscribers.
80% of readers have shopped.
1.5 million print readers.
50% are new to the brand.
Subscriber spend increases by 125%

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Getting started…

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Bridge digital and the physical worlds.
Prioritize high-impact interactions.
Work across functional boundaries.

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forrester.com
Thank you
Martin Gill
+44 (0)20.7323.7734
mgill@forrester.com
@martinjohngill