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Dots 2016 - VP Principal Analyst at Forrester Research

  1. 1. @MartinJohnGill Martin Gill, Research Director Let Customers Lead Your 
 Digital Strategy
  2. 2. © 2016 Forrester Research, Inc. Reproduction Prohibited 2
  3. 3. © 2016 Forrester Research, Inc. Reproduction Prohibited 3
  4. 4. © 2016 Forrester Research, Inc. Reproduction Prohibited 4 Source: $64 million 53%
  5. 5. © 2016 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. © 2016 Forrester Research, Inc. Reproduction Prohibited 6 $247 million 93%
  7. 7. © 2016 Forrester Research, Inc. Reproduction Prohibited 7 Source: $247 million 93%
  8. 8. © 2016 Forrester Research, Inc. Reproduction Prohibited 8 $247 million 93%
  9. 9. © 2016 Forrester Research, Inc. Reproduction Prohibited 9 Do you know what 
 your customers want?
  10. 10. © 2016 Forrester Research, Inc. Reproduction Prohibited 10 Do you know why 
 they want it?
  11. 11. › Image: http://www.boots-uk.com/
  12. 12. › http://fortune.com/2015/11/15/john-deere-software-services-agriculture-data/
  13. 13. © 2016 Forrester Research, Inc. Reproduction Prohibited 13 Source:
  14. 14. © 2016 Forrester Research, Inc. Reproduction Prohibited 14 Source: Just knowing what your customers do doesn’t make you customer led.
  15. 15. © 2016 Forrester Research, Inc. Reproduction Prohibited 15 Collaborate to serve customers Understand customers’ WHYs
  16. 16. © 2016 Forrester Research, Inc. Reproduction Prohibited 16 Collaborate to serve customers Understand customers’ WHYs
  17. 17. © 2016 Forrester Research, Inc. Reproduction Prohibited 17 Customer-led firms understand WHY
 Customer Led: Ethnography Customer Aware: Surveys
  18. 18. › http://www.imore.com/easyjet-app-update-brings-mobile-boarding-passes-and-passbook-support
  19. 19. © 2016 Forrester Research, Inc. Reproduction Prohibited 19 Customer-led firms understand WHY
 Customer Led: Unstructured data Customer Aware: Structured data
  20. 20. © 2016 Forrester Research, Inc. Reproduction Prohibited 20 Source: https://www.youtube.com/watch?v=n4BlZH6s6MI
  21. 21. © 2016 Forrester Research, Inc. Reproduction Prohibited 21 Customer-led firms understand WHY
 Customer Led: Co-creation Customer Aware: Market research
  22. 22. › https://www.lenovo.com
  23. 23. © 2016 Forrester Research, Inc. Reproduction Prohibited 23 Customer-led firms understand WHY
 Customer Led: Predictive analytics Customer Aware: Descriptive analytics
  24. 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 25 Customer-led firms understand WHY CUSTOMER AWARE CUSTOMER LED EthnographySurveys Unstructured dataStructured data Co-creationMarket research Predictive analyticsDescriptive analytics
  26. 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 26 Collaborate to serve customers Understand customers’ WHYs
  27. 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 27 Marketing Technology Insights DesignOperations Service Sales Content Customers
  28. 28. © 2016 Forrester Research, Inc. Reproduction Prohibited 28 Source: Forrester/Odgers Berndtson Q3 2015 Global Digital Business Online Survey. 68%
  29. 29. © 2016 Forrester Research, Inc. Reproduction Prohibited 29 Base: 412 US companies
 Source: Forrester’s Business Technographics™ Global Marketing Survey, 2015 18%
  30. 30. © 2016 Forrester Research, Inc. Reproduction Prohibited 30 Customer journey mapsCustomer journey maps??
  31. 31. © 2016 Forrester Research, Inc. Reproduction Prohibited 31 Collaborative journey maps
  32. 32. © 2016 Forrester Research, Inc. Reproduction Prohibited 32
  33. 33. © 2016 Forrester Research, Inc. Reproduction Prohibited 33 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.
  34. 34. © 2016 Forrester Research, Inc. Reproduction Prohibited 34
  35. 35. © 2016 Forrester Research, Inc. Reproduction Prohibited 35 Visualize and share Monitor and optimize Link and reveal
  36. 36. © 2016 Forrester Research, Inc. Reproduction Prohibited 36 Collaborate to serve customers Understand customers’ WHYs
  37. 37. © 2016 Forrester Research, Inc. Reproduction Prohibited 37
  38. 38. © 2016 Forrester Research, Inc. Reproduction Prohibited 38
  39. 39. © 2016 Forrester Research, Inc. Reproduction Prohibited 39 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/
  40. 40. › 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
  41. 41. © 2016 Forrester Research, Inc. Reproduction Prohibited 41 https://www.net-a-porter.com/alfresco/nap/webAssets/webPage/advertise-with-us/desktop/common/NAP_Media_Kit.pdf
  42. 42. © 2016 Forrester Research, Inc. Reproduction Prohibited 42 www.net-a-porter.com
  43. 43. © 2016 Forrester Research, Inc. Reproduction Prohibited 43 40,000 subscribers. 80% of readers have shopped. 1.5 million print readers. 50% are new to the brand. Subscriber spend increases by 125%
  44. 44. © 2016 Forrester Research, Inc. Reproduction Prohibited 44 Getting started…
  45. 45. © 2016 Forrester Research, Inc. Reproduction Prohibited 45 Bridge digital and the physical worlds. Prioritize high-impact interactions. Work across functional boundaries.
  46. 46. © 2016 Forrester Research, Inc. Reproduction Prohibited 46
  47. 47. forrester.com Thank you Martin Gill +44 (0)20.7323.7734 mgill@forrester.com @martinjohngill

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