SlideShare a Scribd company logo
The 2016 Top 10 Critical
Success Factors To Determine
Who Wins And Who Fails In The
Age Of The Customer
October 2015
In 2016, the gap between
customer-obsessed
leaders and laggards
will widen.
The customer obsession
gap widens.
There is broad recognition that empowered customers are
changing the fundamentals of the market. In response, most
companies are executing strategies that place the customer
at the center of the universe.
The problem is one of magnitude and speed. Many
companies have underestimated the magnitude of change
needed to operate a customer-obsessed business and
the speed required to catch up to dynamic customers and
disruptive competitors.
In 2016, the gap between customer-obsessed leaders and
laggards will widen. Leaders will take on the hard work of
shifting to a customer-obsessed operating model; laggards
will aimlessly push forward with flawed digital priorities
and disjointed operations.
Read on to discover the top 10 critical success factors
that will determine who wins and who fails in the age
of the customer.
FORRESTER.COM	 2
FORRESTER.COM
The Top 10 Critical Success
Factors In 2016
FORRESTER.COM	 4
1	Personalization
is the new bar.
Customers expect to be treated as individuals in their
moment of need. They expect that each encounter will be
informed and enriched by current and accurate information
about their accounts, history, and preferences. They will
reward companies that can anticipate their personal needs
and wants — and punish those that clumsily have to relearn
basic customer details at each encounter.
In 2016, the level and quality of personalized experiences
will be a key determinant in who wins mindshare and share
of wallet.
Leaders are leveraging systems of insight to deliver
customer intelligence to the frontlines and the customer-
facing systems, providing both responsive and predictive
care. Laggards use customer segments as a blunt
instrument and struggle to unleash the power of customer
intelligence to deliver personalized experiences.
In 2016, leaders will
understand and anticipate
individual needs to deliver
personalized experiences,
sharply increasing their lead
in the market.
FORRESTER.COM	 5
2	 Small CX thinking will
destroy financial results.
Customer experience (CX) is intended to deliver superior, personal
experiences across human and digital touchpoints — and to do so
in a manner that is consistent with the brand promise. That is not
so simple: The combination of people, process, and technologies
must be able to understand, anticipate, and deliver on those
experiences every day.
CX tightly correlates with revenue performance; small, tactical CX
efforts will directly impact growth.
CMOs are leading the charge to convert superior experiences to
growth. This includes driving change above and below the visibility
line: from aligning the brand promise to transforming operations to
deliver high-value, personalized experiences. The majority of firms,
however, will continue to think small, focusing their CX work on
constructing customer journeys, an important but narrow part of
the path toward customer obsession.
In 2016, leaders will
execute multidiscipline CX
strategies to change internal
operations — and drive
a larger wedge between
themselves and those just
executing CX tactics.
FORRESTER.COM	 6
In 2016, we will see
extraordinary leadership
disruption as companies
adapt to a customer-led
market.
3	 Who leads matters more
in 2016.
The shift to a customer-led market will force CEOs to restructure
their leadership teams, favoring digitally savvy executives at the
expense of long-standing leaders who don’t understand or who
struggle to lead in the age of the customer.
The transition to customer-obsessed operations is creating
tension across the organization. Business line heads often seek to
preserve old ways of doing business, because change is hard while
quarterly pressures dominate mindshare. Although the CMO is
best positioned to lead CX efforts, many CMOs are not ready to do
so. The CIO owns the technology that should create differentiated
customer experiences but struggles to shift to a business
technology position due to IT complexity, risk, and gravity. Some
firms are investing in new titles such as chief data officer, chief
digital officer, and chief customer officer to change the game.
One central theme prevails: Leading companies will have CEOs
who drive change and can put the right person in the right role to
take on a rapidly changing market. Laggards will try to maintain old
leadership structures while compensating for gaps with titles that
have little real authority and unworkable governance structures.
FORRESTER.COM	 7
In 2016, leaders will invest
in culture to accelerate both
the pace of change and their
speed of business.
4	 Culture is a critical path
to business success.
Culture has quickly moved from a perceived luxury to the
critical path for customer-obsessed operations. The business
impact of culture is coming into sharp focus. Everyone
rowing in the same direction is accelerating the shift to a
customer-obsessed organization.
Culture fuels change; it is not a byproduct of change. Culture
drives speed and efficiency, creating instincts, norms,
and new muscle memory to shift to a customer-obsessed
operation and work at the speed of dynamic customers and
disruptive competitors.
But building or changing culture takes time and needs to
happen in the early stages of change. Leaders are quickly
initiating culture efforts that transform operations and
gain new levels of business agility. Laggards that avoid
or defer culture change will stall the overall shift to
customer obsession.
FORRESTER.COM	 8
In 2016, traditional leaders
will animate core points
of differentiation to
successfully fight back
against digital disruptors.
5	 Traditional companies
stand up to disruptors.
Disruption is no longer disruptive — it is normal. Disruptors are
free of traditional ways of doing business, legacy cultures, or
the need to feed quarterly results. They are free to think about
new ways to delight customers, leverage technology, and do
business. Hyperadoption, where consumers are eager to adopt
behaviors that were previously unimaginable, and enabling
technologies add fuel to the disruption fire.
Leaders accept those terms and will animate their powerful
points of differentiation — market footprint, capital, and massive
amounts of customer data — to fight back in 2016. They will
fundamentally change the pace of their business, shedding
cumbersome annual processes for agile ones that can work at
the pace of dynamic customers and disruptors. Laggards will
hold on to legacy business practices, respond poorly to market
threats, and witness a dangerous gap form between themselves
and their customers.
FORRESTER.COM	 9
In 2016, leaders will evolve
loyalty programs to work
with their customers —
fundamentally changing
the meaning and strength
of affinity.
6	 Loyalty programs focus
on participation.
Loyalty structures are eroding as customers continue to free
themselves of contract obligations, dismiss switch costs, and
disengage from loyalty programs. Disruptors are accelerating the
pace of erosion by disintermediating traditional companies and
dismantling existing contract structures.
What customers increasingly value is a shared purpose with a
brand. Customers want to customize the product (e.g., NIKEiD)
or even design the product through technologies like 3D printing.
That changes the game. Loyalty programs that only provide
coupons, discounts, or other transactional value become
obsolete. In 2016, loyalty programs will increasingly do things
with their customers, not simply for their customers.
Leaders are putting in place programs that allow customers to
be a part of their business; laggards are trying to optimize aged
loyalty programs that have minimal impact on affinity or spend.
FORRESTER.COM	 10
In 2016, cutting-edge
algorithms will give leaders
a leg up over competitors
drowning in data and using
run-of-the-mill analytical tools.
7	 Analytics becomes a key
competitive weapon.
Analytics improves an organization’s ability to understand,
anticipate, and act on data to drive customer value, business
efficiency, and growth. But data is diverse, dispersed across
systems, and dynamic — and now includes more and more
crowdsourced and social data.
Big data provided the potential to understand more, anticipate
better, and gain competitive advantage — but in reality, it mostly
drowned operations with too much data and too few insights.
Big data, in part, solved the data volume issue but did not
address the issue that customer data sits in systems — big and
small — underpinning customer journeys.
Leaders are addressing the diversity of data and unlocking
the value of data via algorithms tuned to anticipate and deliver
customer value. Laggards are slow to undo the “build it and they
will come” approach to unite data with customer operations,
but that gap in capability and time is accelerating the risk of
customer churn.
FORRESTER.COM	 11
In 2016, leaders will master
digital to drive growth and
share; laggards will become
digital dinosaurs and face the
risk of extinction.
8	 Digital dabbling
is a fatal strategy.
Innovation spend is on the rise, digital skills are in hot demand,
and a new breed of digitally savvy senior leaders is emerging.
C-level executives at leading firms are making digital a core
driver of business transformation, not simply decorating their
business with digital experiences or tools.
Leaders will embed digital into all parts of the business,
harmonize virtual and human (e.g., in-store) experiences, and
be able to rapidly shift to meet the hyperadoption/hyper-
abandonment behavior of customers.
Laggards will focus on shiny, front-end digital objects that will
send them further off course in 2016. Projects like Internet-
of-Things experiments and mobile wallets and payments
conducted only in internal labs will deliver incremental marginal
value. And they’ll continue to take the place of work needed to
break down the institutional, organizational, and cultural barriers
that would accelerate laggards’ digital journeys.
FORRESTER.COM	 12
In 2016, privacy will move
from a niche consideration
to a value to which
customers will respond.
9	 Privacy is moving from
niche to value prop.
Conventional wisdom stated that about 5% of the population
really cared about privacy and even less would change behavior
based on privacy risk. Companies prioritized accordingly, putting
in privacy policies as a matter of legal hygiene.
Not anymore.
Well-publicized security breaches, identify theft schemes, and
socially devastating privacy incidents have changed the dynamic.
Customers are aware; they care and are willing to act on the
basis of how well their privacy is protected (if they will even
provide personal data in the first place).
Leaders have broadened the topic of privacy from a legal/risk
question to a marketing goal. Asserting and proving differentiated
privacy protection can, in turn, win share of wallet and drive
churn from competitors that don’t deliver credible privacy
protection. Laggards will continue to treat privacy as a niche
issue, losing both wallet share and customers.
FORRESTER.COM	 13
10	 Operations becomes
the nucleus of value.
Leadership teams responding to a customer-led market are asking
a simple yet profound question: How do we operate to win?
It’s not simple to answer, as operational change — and associated
people change — is seismic, and it’s not for the faint of heart.
But it’s also not elective. The market fundamentals are simply too
different to force old structures into this new reality.
Leaders are making the shift now to gain first-mover advantage
and aggressively address the threat from disruptors. They’re doing
it based on four core principles, shifting:
•	 From being aware of customer wants and needs to obsessing
about the value and personalization of customers’ experiences.
•	 From wrangling big data to using analytics that enables
personalized services across human and digital touchpoints.
•	 From seeking perfection to (imperfectly) moving at the speed
of dynamic customers and disruptors.
•	 From optimizing within functions to working cross-functionally
to deliver consistent value across customer journeys.
How quickly and how well companies move to a customer-obsessed
operating model ultimately determines the extent to which they can
deliver differentiated experiences, drive growth, and win.
In 2016, leaders will put in
place customer-obsessed
operating models; laggards
will merely market themselves
as customer-obsessed.
FORRESTER.COM
What Does This All Mean?
forresterinfo@forrester.com
Lead customer-obsessed
change now.
Here. Now. That is the reality of the age of the customer. The early
stages of this shift signaled what success, risk, and norms will look
like. These signals told us that the shift will change how our economy,
how industries, and how businesses work.
We are past those early stages. Today, companies are challenged
to move from accepting new market fundamentals to driving the real
and profound change needed to compete and win in the market.
2016 will be a consequential year. More and more disruptors will
emerge — some succeeding and some failing — and create a
market that operates at a speed not seen before.
Leaders will close the gap between themselves and disruptors,
exploiting data and market scale while working at the speed of
customers and disruptors.
Mainstream companies — the majority of companies — will have that
gut check and either move as leaders or fall back with the laggards.
Laggards will experience accelerated churn, and many will begin the
slow process of failing.
For the latest insights
on the top 10 critical
success factors for 2016,
visit forrester.com/blogs.
FORRESTER.COM	 15

More Related Content

What's hot

Pramata Tech Dinosaurs ePaper - Social Sharing
Pramata Tech Dinosaurs ePaper - Social SharingPramata Tech Dinosaurs ePaper - Social Sharing
Pramata Tech Dinosaurs ePaper - Social Sharing
Tidemark Systems Inc.
 
Are You Ready For A Digital-First Future?
Are You Ready For A Digital-First Future?Are You Ready For A Digital-First Future?
Are You Ready For A Digital-First Future?
Bloom Partners GmbH
 
Maximize How You Individualize: because the Journey and Outcome Matter
Maximize How You Individualize: because the Journey and Outcome Matter  Maximize How You Individualize: because the Journey and Outcome Matter
Maximize How You Individualize: because the Journey and Outcome Matter
Nicholas Kontopoulos
 
Free Report: The State of the Agency
Free Report: The State of the AgencyFree Report: The State of the Agency
Free Report: The State of the Agency
Mohamed Mahdy
 
Determine Your Data Strategy
Determine Your Data StrategyDetermine Your Data Strategy
Determine Your Data Strategy
Mighty Guides, Inc.
 
Microsoft-Dynamics-CRM-Transform-Sell
Microsoft-Dynamics-CRM-Transform-SellMicrosoft-Dynamics-CRM-Transform-Sell
Microsoft-Dynamics-CRM-Transform-Sell
Michael Ibrahim
 
Altiimeter dt report 2014
Altiimeter dt report 2014Altiimeter dt report 2014
Altiimeter dt report 2014
Metamorphic PR
 
Content marketing guide
Content marketing guideContent marketing guide
Content marketing guide
Metamorphic PR
 
Acxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERS
Acxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERSAcxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERS
Acxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERS
Scott Valentine, MBA, CSPO
 
The new era of marketing begins now
The new era of marketing begins nowThe new era of marketing begins now
The new era of marketing begins now
Caroline Boscher
 
What You Need To Know To Supercharge Your Creative Workflow
What You Need To Know To Supercharge Your Creative WorkflowWhat You Need To Know To Supercharge Your Creative Workflow
What You Need To Know To Supercharge Your Creative Workflow
MetaCommunications
 
Marketing Basics Guide for Small Business
Marketing Basics Guide for Small BusinessMarketing Basics Guide for Small Business
Marketing Basics Guide for Small Business
InJust5.com
 
Conversant research retail_marketer_insights_2014
Conversant research retail_marketer_insights_2014Conversant research retail_marketer_insights_2014
Conversant research retail_marketer_insights_2014
Jim Nichols
 
Conversant - Retail Marketer Insights The State of Digital and the Future of ...
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant - Retail Marketer Insights The State of Digital and the Future of ...
Conversant - Retail Marketer Insights The State of Digital and the Future of ...
Conversant, Inc.
 
CREATIVE WITH INVESTMENT? Addressing the need for creative transformation in ...
CREATIVE WITH INVESTMENT? Addressing the need for creative transformation in ...CREATIVE WITH INVESTMENT? Addressing the need for creative transformation in ...
CREATIVE WITH INVESTMENT? Addressing the need for creative transformation in ...
Dog
 
Enterprise gamification: playing to win. Point of view
Enterprise gamification: playing to win. Point of viewEnterprise gamification: playing to win. Point of view
Enterprise gamification: playing to win. Point of view
default default
 
Digital marketing strategy overview for dealers
Digital marketing strategy overview for dealersDigital marketing strategy overview for dealers
Digital marketing strategy overview for dealers
Ralph Paglia
 
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013CMO Exchange - CMOs as Change Management Operators panel - January 27 2013
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013
FortuneCMO, LLC
 
Salesforce Research - Benchmarks for Small Business Growth 2016
Salesforce Research - Benchmarks for Small Business Growth 2016Salesforce Research - Benchmarks for Small Business Growth 2016
Salesforce Research - Benchmarks for Small Business Growth 2016
Leonardo Maia
 

What's hot (19)

Pramata Tech Dinosaurs ePaper - Social Sharing
Pramata Tech Dinosaurs ePaper - Social SharingPramata Tech Dinosaurs ePaper - Social Sharing
Pramata Tech Dinosaurs ePaper - Social Sharing
 
Are You Ready For A Digital-First Future?
Are You Ready For A Digital-First Future?Are You Ready For A Digital-First Future?
Are You Ready For A Digital-First Future?
 
Maximize How You Individualize: because the Journey and Outcome Matter
Maximize How You Individualize: because the Journey and Outcome Matter  Maximize How You Individualize: because the Journey and Outcome Matter
Maximize How You Individualize: because the Journey and Outcome Matter
 
Free Report: The State of the Agency
Free Report: The State of the AgencyFree Report: The State of the Agency
Free Report: The State of the Agency
 
Determine Your Data Strategy
Determine Your Data StrategyDetermine Your Data Strategy
Determine Your Data Strategy
 
Microsoft-Dynamics-CRM-Transform-Sell
Microsoft-Dynamics-CRM-Transform-SellMicrosoft-Dynamics-CRM-Transform-Sell
Microsoft-Dynamics-CRM-Transform-Sell
 
Altiimeter dt report 2014
Altiimeter dt report 2014Altiimeter dt report 2014
Altiimeter dt report 2014
 
Content marketing guide
Content marketing guideContent marketing guide
Content marketing guide
 
Acxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERS
Acxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERSAcxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERS
Acxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERS
 
The new era of marketing begins now
The new era of marketing begins nowThe new era of marketing begins now
The new era of marketing begins now
 
What You Need To Know To Supercharge Your Creative Workflow
What You Need To Know To Supercharge Your Creative WorkflowWhat You Need To Know To Supercharge Your Creative Workflow
What You Need To Know To Supercharge Your Creative Workflow
 
Marketing Basics Guide for Small Business
Marketing Basics Guide for Small BusinessMarketing Basics Guide for Small Business
Marketing Basics Guide for Small Business
 
Conversant research retail_marketer_insights_2014
Conversant research retail_marketer_insights_2014Conversant research retail_marketer_insights_2014
Conversant research retail_marketer_insights_2014
 
Conversant - Retail Marketer Insights The State of Digital and the Future of ...
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant - Retail Marketer Insights The State of Digital and the Future of ...
Conversant - Retail Marketer Insights The State of Digital and the Future of ...
 
CREATIVE WITH INVESTMENT? Addressing the need for creative transformation in ...
CREATIVE WITH INVESTMENT? Addressing the need for creative transformation in ...CREATIVE WITH INVESTMENT? Addressing the need for creative transformation in ...
CREATIVE WITH INVESTMENT? Addressing the need for creative transformation in ...
 
Enterprise gamification: playing to win. Point of view
Enterprise gamification: playing to win. Point of viewEnterprise gamification: playing to win. Point of view
Enterprise gamification: playing to win. Point of view
 
Digital marketing strategy overview for dealers
Digital marketing strategy overview for dealersDigital marketing strategy overview for dealers
Digital marketing strategy overview for dealers
 
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013CMO Exchange - CMOs as Change Management Operators panel - January 27 2013
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013
 
Salesforce Research - Benchmarks for Small Business Growth 2016
Salesforce Research - Benchmarks for Small Business Growth 2016Salesforce Research - Benchmarks for Small Business Growth 2016
Salesforce Research - Benchmarks for Small Business Growth 2016
 

Viewers also liked

Vacolba dossier corporativo
Vacolba   dossier corporativoVacolba   dossier corporativo
Vacolba dossier corporativo
Planimedia
 
Organizational behaviour
Organizational behaviourOrganizational behaviour
Organizational behaviour
Manish Chaubey
 
Duncan Clarkson rmrs_p067_376_380
Duncan Clarkson rmrs_p067_376_380Duncan Clarkson rmrs_p067_376_380
Duncan Clarkson rmrs_p067_376_380
Doug Duncan
 
S5850 datasheet
S5850 datasheetS5850 datasheet
S5850 datasheet
Teresa Huang
 
Planetas sistema solar
Planetas sistema solarPlanetas sistema solar
Planetas sistema solar
majepegi1
 
Errores en el uso de Twitter para profesionales y empresas
Errores en el uso de Twitter para profesionales y empresasErrores en el uso de Twitter para profesionales y empresas
Errores en el uso de Twitter para profesionales y empresas
Alfredo Vela Zancada
 
III Jornada de Ciberseguridad en Andalucía: Mesa redonda Ciberseguridad 4.0
III Jornada de Ciberseguridad en Andalucía: Mesa redonda Ciberseguridad 4.0III Jornada de Ciberseguridad en Andalucía: Mesa redonda Ciberseguridad 4.0
III Jornada de Ciberseguridad en Andalucía: Mesa redonda Ciberseguridad 4.0
Ingeniería e Integración Avanzadas (Ingenia)
 
Manager vs leader.
Manager vs leader.Manager vs leader.
Manager vs leader.
amit sabharwall
 
III Jornada de Ciberseguridad en Andalucía: Ciberamenazas 2015/Tendencias 201...
III Jornada de Ciberseguridad en Andalucía: Ciberamenazas 2015/Tendencias 201...III Jornada de Ciberseguridad en Andalucía: Ciberamenazas 2015/Tendencias 201...
III Jornada de Ciberseguridad en Andalucía: Ciberamenazas 2015/Tendencias 201...
Ingeniería e Integración Avanzadas (Ingenia)
 
_  acústica musical_  clasificación de los instrumentos musicales    ___
  _  acústica musical_  clasificación de los instrumentos musicales    ___  _  acústica musical_  clasificación de los instrumentos musicales    ___
_  acústica musical_  clasificación de los instrumentos musicales    ___
choco1986
 
As bodas dos Bibi
As bodas dos BibiAs bodas dos Bibi
As bodas dos Bibi
Antonio Zafra
 
Bohemian Legacy 4.14
Bohemian Legacy 4.14Bohemian Legacy 4.14
Bohemian Legacy 4.14
Blueeyelies
 
Info pack multichannel
Info pack multichannelInfo pack multichannel
Info pack multichannel
Jakemaz
 
Ch 01 Warren Financial Accounting
Ch 01 Warren Financial AccountingCh 01 Warren Financial Accounting
Ch 01 Warren Financial Accounting
fsuttonnnu
 
Mobilike_Future of Mobile_Mayıs 2013
Mobilike_Future of Mobile_Mayıs 2013Mobilike_Future of Mobile_Mayıs 2013
Mobilike_Future of Mobile_Mayıs 2013
mobilike
 
Buyers Guide To Cloud
Buyers Guide To CloudBuyers Guide To Cloud
Buyers Guide To Cloud
Peak 10
 
Router1
Router1Router1
Router1
Oscar
 
Programa Idiomas Y Juventud
Programa Idiomas Y JuventudPrograma Idiomas Y Juventud
Programa Idiomas Y Juventud
José Ramón del Pino Ruiz
 
Libranda def
Libranda defLibranda def
Libranda def
Rodrigo Sepúlveda
 
Satec catalog 2012_second-edition
Satec catalog 2012_second-editionSatec catalog 2012_second-edition
Satec catalog 2012_second-edition
Елгруп Плевен
 

Viewers also liked (20)

Vacolba dossier corporativo
Vacolba   dossier corporativoVacolba   dossier corporativo
Vacolba dossier corporativo
 
Organizational behaviour
Organizational behaviourOrganizational behaviour
Organizational behaviour
 
Duncan Clarkson rmrs_p067_376_380
Duncan Clarkson rmrs_p067_376_380Duncan Clarkson rmrs_p067_376_380
Duncan Clarkson rmrs_p067_376_380
 
S5850 datasheet
S5850 datasheetS5850 datasheet
S5850 datasheet
 
Planetas sistema solar
Planetas sistema solarPlanetas sistema solar
Planetas sistema solar
 
Errores en el uso de Twitter para profesionales y empresas
Errores en el uso de Twitter para profesionales y empresasErrores en el uso de Twitter para profesionales y empresas
Errores en el uso de Twitter para profesionales y empresas
 
III Jornada de Ciberseguridad en Andalucía: Mesa redonda Ciberseguridad 4.0
III Jornada de Ciberseguridad en Andalucía: Mesa redonda Ciberseguridad 4.0III Jornada de Ciberseguridad en Andalucía: Mesa redonda Ciberseguridad 4.0
III Jornada de Ciberseguridad en Andalucía: Mesa redonda Ciberseguridad 4.0
 
Manager vs leader.
Manager vs leader.Manager vs leader.
Manager vs leader.
 
III Jornada de Ciberseguridad en Andalucía: Ciberamenazas 2015/Tendencias 201...
III Jornada de Ciberseguridad en Andalucía: Ciberamenazas 2015/Tendencias 201...III Jornada de Ciberseguridad en Andalucía: Ciberamenazas 2015/Tendencias 201...
III Jornada de Ciberseguridad en Andalucía: Ciberamenazas 2015/Tendencias 201...
 
_  acústica musical_  clasificación de los instrumentos musicales    ___
  _  acústica musical_  clasificación de los instrumentos musicales    ___  _  acústica musical_  clasificación de los instrumentos musicales    ___
_  acústica musical_  clasificación de los instrumentos musicales    ___
 
As bodas dos Bibi
As bodas dos BibiAs bodas dos Bibi
As bodas dos Bibi
 
Bohemian Legacy 4.14
Bohemian Legacy 4.14Bohemian Legacy 4.14
Bohemian Legacy 4.14
 
Info pack multichannel
Info pack multichannelInfo pack multichannel
Info pack multichannel
 
Ch 01 Warren Financial Accounting
Ch 01 Warren Financial AccountingCh 01 Warren Financial Accounting
Ch 01 Warren Financial Accounting
 
Mobilike_Future of Mobile_Mayıs 2013
Mobilike_Future of Mobile_Mayıs 2013Mobilike_Future of Mobile_Mayıs 2013
Mobilike_Future of Mobile_Mayıs 2013
 
Buyers Guide To Cloud
Buyers Guide To CloudBuyers Guide To Cloud
Buyers Guide To Cloud
 
Router1
Router1Router1
Router1
 
Programa Idiomas Y Juventud
Programa Idiomas Y JuventudPrograma Idiomas Y Juventud
Programa Idiomas Y Juventud
 
Libranda def
Libranda defLibranda def
Libranda def
 
Satec catalog 2012_second-edition
Satec catalog 2012_second-editionSatec catalog 2012_second-edition
Satec catalog 2012_second-edition
 

Similar to 10 factores clave para el éxito en la era del cliente

B2B CMO Imperatives
B2B CMO Imperatives B2B CMO Imperatives
B2B CMO Imperatives
clydejefferson
 
Relevance @ Scale: Accenture's New Narrative for Consumer Goods
Relevance @ Scale: Accenture's New Narrative for Consumer GoodsRelevance @ Scale: Accenture's New Narrative for Consumer Goods
Relevance @ Scale: Accenture's New Narrative for Consumer Goods
accenture
 
Organizational Change Management: A Make or Break Capability for Digital Success
Organizational Change Management: A Make or Break Capability for Digital SuccessOrganizational Change Management: A Make or Break Capability for Digital Success
Organizational Change Management: A Make or Break Capability for Digital Success
Cognizant
 
Marketing Predictions 2013
Marketing Predictions 2013Marketing Predictions 2013
Marketing Predictions 2013
Pancho Goldaracena
 
COMPETING IN 2020: WINNERS AND LOSERS IN THE DIGITAL ECONOMY
COMPETING IN 2020: WINNERS AND LOSERS IN THE DIGITAL ECONOMYCOMPETING IN 2020: WINNERS AND LOSERS IN THE DIGITAL ECONOMY
COMPETING IN 2020: WINNERS AND LOSERS IN THE DIGITAL ECONOMY
Willy Marroquin (WillyDevNET)
 
EgonZehnder - Making the Future Now
EgonZehnder - Making the Future NowEgonZehnder - Making the Future Now
EgonZehnder - Making the Future Now
Sotiris Syrmakezis
 
Transformer in chief The new chief digital officer
Transformer in chief The new chief digital officerTransformer in chief The new chief digital officer
Transformer in chief The new chief digital officer
Cliff Busse
 
McK - 'Transformer in chief'- The new chief digital officer
McK - 'Transformer in chief'- The new chief digital officerMcK - 'Transformer in chief'- The new chief digital officer
McK - 'Transformer in chief'- The new chief digital officer
Sotiris Syrmakezis
 
Digital transformation - DS People Dynamic September 2016
Digital transformation - DS People Dynamic September 2016Digital transformation - DS People Dynamic September 2016
Digital transformation - DS People Dynamic September 2016
Denise Sonny
 
The CMO Survey 2017
The CMO Survey 2017The CMO Survey 2017
The CMO Survey 2017
Deloitte United States
 
Digital transformation and sustained shareholder support
Digital transformation and sustained shareholder supportDigital transformation and sustained shareholder support
Digital transformation and sustained shareholder support
Gerrard Schmid
 
Unifying the Customer Experience
Unifying the Customer ExperienceUnifying the Customer Experience
Unifying the Customer Experience
Chris Spears, Marketing Technologist
 
[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy
Altimeter, a Prophet Company
 
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Lattice Engines
 
463PE_EU_EBOOK_ONLINE_v1_8_1
463PE_EU_EBOOK_ONLINE_v1_8_1463PE_EU_EBOOK_ONLINE_v1_8_1
463PE_EU_EBOOK_ONLINE_v1_8_1
Sotiris Gassialis
 
What to expect_in_2013
What to expect_in_2013What to expect_in_2013
What to expect_in_2013
ben_d_walker
 
Inspired Marketing Predictions For 2013
Inspired Marketing Predictions For 2013Inspired Marketing Predictions For 2013
Inspired Marketing Predictions For 2013
CXCUK
 
2013 inspired-marketing-predictions
2013 inspired-marketing-predictions2013 inspired-marketing-predictions
2013 inspired-marketing-predictions
FAIR PLAY AD / @VeronicaRRSouza
 
Inspired marketing predictions for 2013
Inspired marketing predictions for 2013Inspired marketing predictions for 2013
Inspired marketing predictions for 2013
Matt Burbidge
 
Digital Business Transformation | Strategy + Execution
Digital Business Transformation | Strategy + ExecutionDigital Business Transformation | Strategy + Execution
Digital Business Transformation | Strategy + Execution
feature[23]
 

Similar to 10 factores clave para el éxito en la era del cliente (20)

B2B CMO Imperatives
B2B CMO Imperatives B2B CMO Imperatives
B2B CMO Imperatives
 
Relevance @ Scale: Accenture's New Narrative for Consumer Goods
Relevance @ Scale: Accenture's New Narrative for Consumer GoodsRelevance @ Scale: Accenture's New Narrative for Consumer Goods
Relevance @ Scale: Accenture's New Narrative for Consumer Goods
 
Organizational Change Management: A Make or Break Capability for Digital Success
Organizational Change Management: A Make or Break Capability for Digital SuccessOrganizational Change Management: A Make or Break Capability for Digital Success
Organizational Change Management: A Make or Break Capability for Digital Success
 
Marketing Predictions 2013
Marketing Predictions 2013Marketing Predictions 2013
Marketing Predictions 2013
 
COMPETING IN 2020: WINNERS AND LOSERS IN THE DIGITAL ECONOMY
COMPETING IN 2020: WINNERS AND LOSERS IN THE DIGITAL ECONOMYCOMPETING IN 2020: WINNERS AND LOSERS IN THE DIGITAL ECONOMY
COMPETING IN 2020: WINNERS AND LOSERS IN THE DIGITAL ECONOMY
 
EgonZehnder - Making the Future Now
EgonZehnder - Making the Future NowEgonZehnder - Making the Future Now
EgonZehnder - Making the Future Now
 
Transformer in chief The new chief digital officer
Transformer in chief The new chief digital officerTransformer in chief The new chief digital officer
Transformer in chief The new chief digital officer
 
McK - 'Transformer in chief'- The new chief digital officer
McK - 'Transformer in chief'- The new chief digital officerMcK - 'Transformer in chief'- The new chief digital officer
McK - 'Transformer in chief'- The new chief digital officer
 
Digital transformation - DS People Dynamic September 2016
Digital transformation - DS People Dynamic September 2016Digital transformation - DS People Dynamic September 2016
Digital transformation - DS People Dynamic September 2016
 
The CMO Survey 2017
The CMO Survey 2017The CMO Survey 2017
The CMO Survey 2017
 
Digital transformation and sustained shareholder support
Digital transformation and sustained shareholder supportDigital transformation and sustained shareholder support
Digital transformation and sustained shareholder support
 
Unifying the Customer Experience
Unifying the Customer ExperienceUnifying the Customer Experience
Unifying the Customer Experience
 
[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy
 
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
 
463PE_EU_EBOOK_ONLINE_v1_8_1
463PE_EU_EBOOK_ONLINE_v1_8_1463PE_EU_EBOOK_ONLINE_v1_8_1
463PE_EU_EBOOK_ONLINE_v1_8_1
 
What to expect_in_2013
What to expect_in_2013What to expect_in_2013
What to expect_in_2013
 
Inspired Marketing Predictions For 2013
Inspired Marketing Predictions For 2013Inspired Marketing Predictions For 2013
Inspired Marketing Predictions For 2013
 
2013 inspired-marketing-predictions
2013 inspired-marketing-predictions2013 inspired-marketing-predictions
2013 inspired-marketing-predictions
 
Inspired marketing predictions for 2013
Inspired marketing predictions for 2013Inspired marketing predictions for 2013
Inspired marketing predictions for 2013
 
Digital Business Transformation | Strategy + Execution
Digital Business Transformation | Strategy + ExecutionDigital Business Transformation | Strategy + Execution
Digital Business Transformation | Strategy + Execution
 

More from Planimedia

Radar de la innovación 2018
Radar de la innovación 2018Radar de la innovación 2018
Radar de la innovación 2018
Planimedia
 
IAB-estudio anual eCommerce 2017
IAB-estudio anual eCommerce 2017IAB-estudio anual eCommerce 2017
IAB-estudio anual eCommerce 2017
Planimedia
 
Confianza del consumidor #Infografia - planimedia
Confianza del consumidor #Infografia - planimediaConfianza del consumidor #Infografia - planimedia
Confianza del consumidor #Infografia - planimedia
Planimedia
 
eCommerce en las redes sociales #Infografía Planimedia
eCommerce en las redes sociales #Infografía PlanimediaeCommerce en las redes sociales #Infografía Planimedia
eCommerce en las redes sociales #Infografía Planimedia
Planimedia
 
Foro Vacolba El Mundo Castilla y León - Resumen
Foro Vacolba  El Mundo Castilla y León - ResumenForo Vacolba  El Mundo Castilla y León - Resumen
Foro Vacolba El Mundo Castilla y León - Resumen
Planimedia
 
10 profesiones-digitales-directivo-actual-infografia-andres-macario
10 profesiones-digitales-directivo-actual-infografia-andres-macario10 profesiones-digitales-directivo-actual-infografia-andres-macario
10 profesiones-digitales-directivo-actual-infografia-andres-macario
Planimedia
 
I Informe Mujeres profesionales en eCommerce-2015
I Informe Mujeres profesionales en eCommerce-2015I Informe Mujeres profesionales en eCommerce-2015
I Informe Mujeres profesionales en eCommerce-2015
Planimedia
 
Social crm-del dialogo a la acción
Social crm-del dialogo a la acciónSocial crm-del dialogo a la acción
Social crm-del dialogo a la acción
Planimedia
 
13 errores que dañan tu estrategia de contenidos
13 errores que dañan tu estrategia de contenidos13 errores que dañan tu estrategia de contenidos
13 errores que dañan tu estrategia de contenidos
Planimedia
 
El Norte de Castilla- Planimedia, anunciante europeo que más llamadas genera ...
El Norte de Castilla- Planimedia, anunciante europeo que más llamadas genera ...El Norte de Castilla- Planimedia, anunciante europeo que más llamadas genera ...
El Norte de Castilla- Planimedia, anunciante europeo que más llamadas genera ...
Planimedia
 
Whitepaper sobre las ventajas de un programa VOC
Whitepaper sobre las ventajas de un programa VOCWhitepaper sobre las ventajas de un programa VOC
Whitepaper sobre las ventajas de un programa VOC
Planimedia
 
Estudio sobre la confianza de los españoles en las compras online
 Estudio sobre la confianza de los españoles en las compras online Estudio sobre la confianza de los españoles en las compras online
Estudio sobre la confianza de los españoles en las compras online
Planimedia
 
Septima encuesta-mundial-coeficiente-digital-resumen-ejecutivo
Septima encuesta-mundial-coeficiente-digital-resumen-ejecutivoSeptima encuesta-mundial-coeficiente-digital-resumen-ejecutivo
Septima encuesta-mundial-coeficiente-digital-resumen-ejecutivo
Planimedia
 
Accenture big-data
Accenture big-dataAccenture big-data
Accenture big-data
Planimedia
 
Infoempleo profesiones de internet guia inks-2015
Infoempleo profesiones de internet guia inks-2015Infoempleo profesiones de internet guia inks-2015
Infoempleo profesiones de internet guia inks-2015
Planimedia
 
8 competencias digitales para el éxito profesional
8  competencias digitales para el éxito profesional8  competencias digitales para el éxito profesional
8 competencias digitales para el éxito profesional
Planimedia
 
Beyond philosophy loyalty_programs_vs_loyalty_behavior
Beyond philosophy loyalty_programs_vs_loyalty_behaviorBeyond philosophy loyalty_programs_vs_loyalty_behavior
Beyond philosophy loyalty_programs_vs_loyalty_behavior
Planimedia
 
Estudio mobile-2015-IAB
Estudio mobile-2015-IABEstudio mobile-2015-IAB
Estudio mobile-2015-IAB
Planimedia
 
Empleados felices como principal estrategia de marketing
Empleados felices como principal estrategia de marketingEmpleados felices como principal estrategia de marketing
Empleados felices como principal estrategia de marketing
Planimedia
 
Los indicadores-del-contact-center-que-sí-importan
Los indicadores-del-contact-center-que-sí-importanLos indicadores-del-contact-center-que-sí-importan
Los indicadores-del-contact-center-que-sí-importan
Planimedia
 

More from Planimedia (20)

Radar de la innovación 2018
Radar de la innovación 2018Radar de la innovación 2018
Radar de la innovación 2018
 
IAB-estudio anual eCommerce 2017
IAB-estudio anual eCommerce 2017IAB-estudio anual eCommerce 2017
IAB-estudio anual eCommerce 2017
 
Confianza del consumidor #Infografia - planimedia
Confianza del consumidor #Infografia - planimediaConfianza del consumidor #Infografia - planimedia
Confianza del consumidor #Infografia - planimedia
 
eCommerce en las redes sociales #Infografía Planimedia
eCommerce en las redes sociales #Infografía PlanimediaeCommerce en las redes sociales #Infografía Planimedia
eCommerce en las redes sociales #Infografía Planimedia
 
Foro Vacolba El Mundo Castilla y León - Resumen
Foro Vacolba  El Mundo Castilla y León - ResumenForo Vacolba  El Mundo Castilla y León - Resumen
Foro Vacolba El Mundo Castilla y León - Resumen
 
10 profesiones-digitales-directivo-actual-infografia-andres-macario
10 profesiones-digitales-directivo-actual-infografia-andres-macario10 profesiones-digitales-directivo-actual-infografia-andres-macario
10 profesiones-digitales-directivo-actual-infografia-andres-macario
 
I Informe Mujeres profesionales en eCommerce-2015
I Informe Mujeres profesionales en eCommerce-2015I Informe Mujeres profesionales en eCommerce-2015
I Informe Mujeres profesionales en eCommerce-2015
 
Social crm-del dialogo a la acción
Social crm-del dialogo a la acciónSocial crm-del dialogo a la acción
Social crm-del dialogo a la acción
 
13 errores que dañan tu estrategia de contenidos
13 errores que dañan tu estrategia de contenidos13 errores que dañan tu estrategia de contenidos
13 errores que dañan tu estrategia de contenidos
 
El Norte de Castilla- Planimedia, anunciante europeo que más llamadas genera ...
El Norte de Castilla- Planimedia, anunciante europeo que más llamadas genera ...El Norte de Castilla- Planimedia, anunciante europeo que más llamadas genera ...
El Norte de Castilla- Planimedia, anunciante europeo que más llamadas genera ...
 
Whitepaper sobre las ventajas de un programa VOC
Whitepaper sobre las ventajas de un programa VOCWhitepaper sobre las ventajas de un programa VOC
Whitepaper sobre las ventajas de un programa VOC
 
Estudio sobre la confianza de los españoles en las compras online
 Estudio sobre la confianza de los españoles en las compras online Estudio sobre la confianza de los españoles en las compras online
Estudio sobre la confianza de los españoles en las compras online
 
Septima encuesta-mundial-coeficiente-digital-resumen-ejecutivo
Septima encuesta-mundial-coeficiente-digital-resumen-ejecutivoSeptima encuesta-mundial-coeficiente-digital-resumen-ejecutivo
Septima encuesta-mundial-coeficiente-digital-resumen-ejecutivo
 
Accenture big-data
Accenture big-dataAccenture big-data
Accenture big-data
 
Infoempleo profesiones de internet guia inks-2015
Infoempleo profesiones de internet guia inks-2015Infoempleo profesiones de internet guia inks-2015
Infoempleo profesiones de internet guia inks-2015
 
8 competencias digitales para el éxito profesional
8  competencias digitales para el éxito profesional8  competencias digitales para el éxito profesional
8 competencias digitales para el éxito profesional
 
Beyond philosophy loyalty_programs_vs_loyalty_behavior
Beyond philosophy loyalty_programs_vs_loyalty_behaviorBeyond philosophy loyalty_programs_vs_loyalty_behavior
Beyond philosophy loyalty_programs_vs_loyalty_behavior
 
Estudio mobile-2015-IAB
Estudio mobile-2015-IABEstudio mobile-2015-IAB
Estudio mobile-2015-IAB
 
Empleados felices como principal estrategia de marketing
Empleados felices como principal estrategia de marketingEmpleados felices como principal estrategia de marketing
Empleados felices como principal estrategia de marketing
 
Los indicadores-del-contact-center-que-sí-importan
Los indicadores-del-contact-center-que-sí-importanLos indicadores-del-contact-center-que-sí-importan
Los indicadores-del-contact-center-que-sí-importan
 

Recently uploaded

PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
Shuntaro Kogame
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
InstBlast Marketing
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
Giorgio Chiesa
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed GuideMastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Kopa Global Technologies
 
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess,  OutgrowGrowth Marketing in 2024 - Randy Rayess,  Outgrow
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginnerLearn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
MichaelGiles34
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
WilliamZinsmeister
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
Amanda Farrell
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
huyenngo62
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Omnama Fashions
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
Blue Atlas Marketing
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
Vbout.com
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
Bertie Birchfield
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
5ys5mvlp
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
InstBlast Marketing
 

Recently uploaded (20)

PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
 
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed GuideMastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
 
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess,  OutgrowGrowth Marketing in 2024 - Randy Rayess,  Outgrow
Growth Marketing in 2024 - Randy Rayess, Outgrow
 
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginnerLearn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
 
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYAmazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAY
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
 

10 factores clave para el éxito en la era del cliente

  • 1. The 2016 Top 10 Critical Success Factors To Determine Who Wins And Who Fails In The Age Of The Customer October 2015
  • 2. In 2016, the gap between customer-obsessed leaders and laggards will widen. The customer obsession gap widens. There is broad recognition that empowered customers are changing the fundamentals of the market. In response, most companies are executing strategies that place the customer at the center of the universe. The problem is one of magnitude and speed. Many companies have underestimated the magnitude of change needed to operate a customer-obsessed business and the speed required to catch up to dynamic customers and disruptive competitors. In 2016, the gap between customer-obsessed leaders and laggards will widen. Leaders will take on the hard work of shifting to a customer-obsessed operating model; laggards will aimlessly push forward with flawed digital priorities and disjointed operations. Read on to discover the top 10 critical success factors that will determine who wins and who fails in the age of the customer. FORRESTER.COM 2
  • 3. FORRESTER.COM The Top 10 Critical Success Factors In 2016
  • 4. FORRESTER.COM 4 1 Personalization is the new bar. Customers expect to be treated as individuals in their moment of need. They expect that each encounter will be informed and enriched by current and accurate information about their accounts, history, and preferences. They will reward companies that can anticipate their personal needs and wants — and punish those that clumsily have to relearn basic customer details at each encounter. In 2016, the level and quality of personalized experiences will be a key determinant in who wins mindshare and share of wallet. Leaders are leveraging systems of insight to deliver customer intelligence to the frontlines and the customer- facing systems, providing both responsive and predictive care. Laggards use customer segments as a blunt instrument and struggle to unleash the power of customer intelligence to deliver personalized experiences. In 2016, leaders will understand and anticipate individual needs to deliver personalized experiences, sharply increasing their lead in the market.
  • 5. FORRESTER.COM 5 2 Small CX thinking will destroy financial results. Customer experience (CX) is intended to deliver superior, personal experiences across human and digital touchpoints — and to do so in a manner that is consistent with the brand promise. That is not so simple: The combination of people, process, and technologies must be able to understand, anticipate, and deliver on those experiences every day. CX tightly correlates with revenue performance; small, tactical CX efforts will directly impact growth. CMOs are leading the charge to convert superior experiences to growth. This includes driving change above and below the visibility line: from aligning the brand promise to transforming operations to deliver high-value, personalized experiences. The majority of firms, however, will continue to think small, focusing their CX work on constructing customer journeys, an important but narrow part of the path toward customer obsession. In 2016, leaders will execute multidiscipline CX strategies to change internal operations — and drive a larger wedge between themselves and those just executing CX tactics.
  • 6. FORRESTER.COM 6 In 2016, we will see extraordinary leadership disruption as companies adapt to a customer-led market. 3 Who leads matters more in 2016. The shift to a customer-led market will force CEOs to restructure their leadership teams, favoring digitally savvy executives at the expense of long-standing leaders who don’t understand or who struggle to lead in the age of the customer. The transition to customer-obsessed operations is creating tension across the organization. Business line heads often seek to preserve old ways of doing business, because change is hard while quarterly pressures dominate mindshare. Although the CMO is best positioned to lead CX efforts, many CMOs are not ready to do so. The CIO owns the technology that should create differentiated customer experiences but struggles to shift to a business technology position due to IT complexity, risk, and gravity. Some firms are investing in new titles such as chief data officer, chief digital officer, and chief customer officer to change the game. One central theme prevails: Leading companies will have CEOs who drive change and can put the right person in the right role to take on a rapidly changing market. Laggards will try to maintain old leadership structures while compensating for gaps with titles that have little real authority and unworkable governance structures.
  • 7. FORRESTER.COM 7 In 2016, leaders will invest in culture to accelerate both the pace of change and their speed of business. 4 Culture is a critical path to business success. Culture has quickly moved from a perceived luxury to the critical path for customer-obsessed operations. The business impact of culture is coming into sharp focus. Everyone rowing in the same direction is accelerating the shift to a customer-obsessed organization. Culture fuels change; it is not a byproduct of change. Culture drives speed and efficiency, creating instincts, norms, and new muscle memory to shift to a customer-obsessed operation and work at the speed of dynamic customers and disruptive competitors. But building or changing culture takes time and needs to happen in the early stages of change. Leaders are quickly initiating culture efforts that transform operations and gain new levels of business agility. Laggards that avoid or defer culture change will stall the overall shift to customer obsession.
  • 8. FORRESTER.COM 8 In 2016, traditional leaders will animate core points of differentiation to successfully fight back against digital disruptors. 5 Traditional companies stand up to disruptors. Disruption is no longer disruptive — it is normal. Disruptors are free of traditional ways of doing business, legacy cultures, or the need to feed quarterly results. They are free to think about new ways to delight customers, leverage technology, and do business. Hyperadoption, where consumers are eager to adopt behaviors that were previously unimaginable, and enabling technologies add fuel to the disruption fire. Leaders accept those terms and will animate their powerful points of differentiation — market footprint, capital, and massive amounts of customer data — to fight back in 2016. They will fundamentally change the pace of their business, shedding cumbersome annual processes for agile ones that can work at the pace of dynamic customers and disruptors. Laggards will hold on to legacy business practices, respond poorly to market threats, and witness a dangerous gap form between themselves and their customers.
  • 9. FORRESTER.COM 9 In 2016, leaders will evolve loyalty programs to work with their customers — fundamentally changing the meaning and strength of affinity. 6 Loyalty programs focus on participation. Loyalty structures are eroding as customers continue to free themselves of contract obligations, dismiss switch costs, and disengage from loyalty programs. Disruptors are accelerating the pace of erosion by disintermediating traditional companies and dismantling existing contract structures. What customers increasingly value is a shared purpose with a brand. Customers want to customize the product (e.g., NIKEiD) or even design the product through technologies like 3D printing. That changes the game. Loyalty programs that only provide coupons, discounts, or other transactional value become obsolete. In 2016, loyalty programs will increasingly do things with their customers, not simply for their customers. Leaders are putting in place programs that allow customers to be a part of their business; laggards are trying to optimize aged loyalty programs that have minimal impact on affinity or spend.
  • 10. FORRESTER.COM 10 In 2016, cutting-edge algorithms will give leaders a leg up over competitors drowning in data and using run-of-the-mill analytical tools. 7 Analytics becomes a key competitive weapon. Analytics improves an organization’s ability to understand, anticipate, and act on data to drive customer value, business efficiency, and growth. But data is diverse, dispersed across systems, and dynamic — and now includes more and more crowdsourced and social data. Big data provided the potential to understand more, anticipate better, and gain competitive advantage — but in reality, it mostly drowned operations with too much data and too few insights. Big data, in part, solved the data volume issue but did not address the issue that customer data sits in systems — big and small — underpinning customer journeys. Leaders are addressing the diversity of data and unlocking the value of data via algorithms tuned to anticipate and deliver customer value. Laggards are slow to undo the “build it and they will come” approach to unite data with customer operations, but that gap in capability and time is accelerating the risk of customer churn.
  • 11. FORRESTER.COM 11 In 2016, leaders will master digital to drive growth and share; laggards will become digital dinosaurs and face the risk of extinction. 8 Digital dabbling is a fatal strategy. Innovation spend is on the rise, digital skills are in hot demand, and a new breed of digitally savvy senior leaders is emerging. C-level executives at leading firms are making digital a core driver of business transformation, not simply decorating their business with digital experiences or tools. Leaders will embed digital into all parts of the business, harmonize virtual and human (e.g., in-store) experiences, and be able to rapidly shift to meet the hyperadoption/hyper- abandonment behavior of customers. Laggards will focus on shiny, front-end digital objects that will send them further off course in 2016. Projects like Internet- of-Things experiments and mobile wallets and payments conducted only in internal labs will deliver incremental marginal value. And they’ll continue to take the place of work needed to break down the institutional, organizational, and cultural barriers that would accelerate laggards’ digital journeys.
  • 12. FORRESTER.COM 12 In 2016, privacy will move from a niche consideration to a value to which customers will respond. 9 Privacy is moving from niche to value prop. Conventional wisdom stated that about 5% of the population really cared about privacy and even less would change behavior based on privacy risk. Companies prioritized accordingly, putting in privacy policies as a matter of legal hygiene. Not anymore. Well-publicized security breaches, identify theft schemes, and socially devastating privacy incidents have changed the dynamic. Customers are aware; they care and are willing to act on the basis of how well their privacy is protected (if they will even provide personal data in the first place). Leaders have broadened the topic of privacy from a legal/risk question to a marketing goal. Asserting and proving differentiated privacy protection can, in turn, win share of wallet and drive churn from competitors that don’t deliver credible privacy protection. Laggards will continue to treat privacy as a niche issue, losing both wallet share and customers.
  • 13. FORRESTER.COM 13 10 Operations becomes the nucleus of value. Leadership teams responding to a customer-led market are asking a simple yet profound question: How do we operate to win? It’s not simple to answer, as operational change — and associated people change — is seismic, and it’s not for the faint of heart. But it’s also not elective. The market fundamentals are simply too different to force old structures into this new reality. Leaders are making the shift now to gain first-mover advantage and aggressively address the threat from disruptors. They’re doing it based on four core principles, shifting: • From being aware of customer wants and needs to obsessing about the value and personalization of customers’ experiences. • From wrangling big data to using analytics that enables personalized services across human and digital touchpoints. • From seeking perfection to (imperfectly) moving at the speed of dynamic customers and disruptors. • From optimizing within functions to working cross-functionally to deliver consistent value across customer journeys. How quickly and how well companies move to a customer-obsessed operating model ultimately determines the extent to which they can deliver differentiated experiences, drive growth, and win. In 2016, leaders will put in place customer-obsessed operating models; laggards will merely market themselves as customer-obsessed.
  • 15. forresterinfo@forrester.com Lead customer-obsessed change now. Here. Now. That is the reality of the age of the customer. The early stages of this shift signaled what success, risk, and norms will look like. These signals told us that the shift will change how our economy, how industries, and how businesses work. We are past those early stages. Today, companies are challenged to move from accepting new market fundamentals to driving the real and profound change needed to compete and win in the market. 2016 will be a consequential year. More and more disruptors will emerge — some succeeding and some failing — and create a market that operates at a speed not seen before. Leaders will close the gap between themselves and disruptors, exploiting data and market scale while working at the speed of customers and disruptors. Mainstream companies — the majority of companies — will have that gut check and either move as leaders or fall back with the laggards. Laggards will experience accelerated churn, and many will begin the slow process of failing. For the latest insights on the top 10 critical success factors for 2016, visit forrester.com/blogs. FORRESTER.COM 15