Day 2 of Forrester’s eBusiness and Strategy Conference continued to focus on the impact of Digital.
Bill Doyle opened the day by providing prospective.
We Are In The Age of the Customer
1900 – Age of Manufacturing
1960 – Age of Distribution
1990 – Age of Information
2010 – Age of the Customer
Differentiate on how you treat the customer – be Customer Obsessed
Martin Gill Provided IT Advice
- Nearly 25% of adults are online with 3 or more devices
- 2.6 – avg # of operating systems developers deploy to
- 4.1 – avg # of form factors developers support
- 4.6 – avg # of browsers web developers test
Whatâ€™s keeping IT from morning faster? Cost center, SLAs, Compliance, Consistency, Standards, Fear of failure, governance, waterfall processes
Optaros Provided Advice on Digital Strategy Development
Creating relevant digital commerce capabilities
- Strategy – Do you understand the priorities that will drive business success throughout this revolution?
- Customer Experience – How can you understand the new rules of engagement fromÂ the consumerâ€™s point of view?
- Technology -Â GrowingÂ choice and complexity inÂ technology creates hugeÂ opportunity – but is technology enough?
- Partners – Do your partnersÂ understandÂ what it takes you help YOU win?
Impact of Digital on Business
Digital Commerce has profound business impact and the C-Suite has noticed
The 10 : 50 : 100Â rule – Kantar Group
10% of retail is online today
50% of all retail is influenced by digital
100% of all retail is impacted by digital
Disruption: Customers have taken control
- Erosion in Trust & Loyalty – more trust inÂ what others are saying about the brand
- Social Influence
- Transparency – be prepared to react to the fact that everything is done publicly
- UbiquitousÂ Access
- Increasing Speed
- Relevant & Consistent
- New Basis of Competition – for example, how to compete with Amazon
Leading Digital Change – What you should be thinking about?
- OrganizationalÂ â€œRevolutionâ€ Â align your corporate and digital strategies
- Know yourÂ customers and what motivates them
- Understand all your competitors
- Think beyond .com and the single URL
- Plan for the unexpected – be agile
- FocusÂ on both revenueÂ generation and cost control
- Priorities beyond the next budget cycle
By 2017, CMOs will spend more on IT than CIOs & CTOs – McKinsey
How Mobile Can Transform Your Customer Experience
Forrester Ron Rogowski provided great info on mobile
Why havenâ€™t firms made the mobile shift?
- Donâ€™t understand how their customers operate
- Focused on legacy interaction models
- Lack skills to design and develop breakthrough mobile experiences
- More devices = greater overall activity (itâ€™s net new activity)
Mobile shifts all three core attributes of a customer experience
- Enjoyable – how enjoyable are you to do business with?
- Easy – how easy are you to do business with?
- Meet needs – how effective are you at meeting your customers needs?
[important]Mobile Journey: Repair â€”> Elevate â€”> Optimize â€”> Differentiate[/important]
- Inventory your mobile presence
- Assess value from your customersâ€™ POV
- Keep, throw out or fix
Incorporate mobile expertise into your existing CX design processes
- Get active and proactive about context to build enjoyable experiences
- Design experiences for those moments
- Determine the context around those momentsâ€¦ and use analytics to anticipate needs
- Innovate to differentiate: CX improvements & CX innovation
- Reframe the opportunity
- Rely on systematic and innovative tactics
- Build systems of engagement
- Use customer experience â€” not mobile â€” KPIs to measure success
- Beg, borrow, steal, and buy native mobile talent
- Adopt and use analytical tools