View
465
Download
0
Embed Size (px)
DESCRIPTION
Presented on November 19th at the BMC Exchange Midwest in the General Session by Eveline Oehrlich, Forrester Research
Citation preview
Digital Disruption Leads to Digital Services RevolutionThe Implications for IT
Twitter: @eoehrlich
Eveline Oehrlich, Vice President, Research Director
November 19, 2013
BMC Exchange Midwest
DisruptionIsUpon Us
Evidence
› Disruption has a new source of funding -
individuals
› Ecosystems have shifted - Google and Microsoft
compete against Apple
› CEO of Amazon.com buys a newspaper
› Netflix wins Emmy using consumer data
› Wearables disrupt wearables
› Applications disrupt traditional business models
© 2013 Forrester Research, Inc. Reproduction Prohibited 4
A 20-year business cycle in which the most successful enterprises will
reinvent themselves to systematically understand and serve increasingly
powerful customers.
The Age of the Customer
© 2013 Forrester Research, Inc. Reproduction Prohibited 5
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report
The Age of the Customer
External forces impacting the enterprise (3-5 Years)
Source: "The Customer-activated Enterprise –Insights From The Global C-suite Study”, IBM Institute For Business Value, October 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Technology touches every step of the journey
Journey Experience touchpoints
Discover
Get support
Buy
Use
EvaluateD
igital | P
hone | I
n-p
ers
on
Syste
ms o
f engagem
ent
Mid
dle
ware
Syste
ms o
f re
cord
Supporting technology stack
YOU
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
Technology, systems, and processes to win, serve, and
retain customers.
Business Technology
© 2013 Forrester Research, Inc. Reproduction Prohibited
Facts
© 2013 Forrester Research, Inc. Reproduction Prohibited
Marketers are underwhelmed by TechnologyManagement’s performance
October 2013 “Technology Management In The Age Of The Customer”
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
2020
Percentage oftotal technology
managementbudget
201820162014
IT costs decreasing due to:• Application modernization• Moving resources into cloud• Increased standardization
IT
BT budgets will grow quickly
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report
BT budgets increasing due to:• Mobility
• Maintenance of customer big data• Customer experience demands
BT
© 2013 Forrester Research, Inc. Reproduction Prohibited
Technology spending is shifting
October 2013 “Technology Management In The Age Of The Customer”
Key areas IT must focus on
Customerobsession
The mobile mind shift
Digital disruption
Age of the Customer
Big data
© 2013 Forrester Research, Inc. Reproduction Prohibited
Customer experience is driving shareholder value
October 2013 “Technology Management In The Age Of The Customer”
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
© 2013 Forrester Research, Inc. Reproduction Prohibited 16
READY?Ready?
From Order-taker
To Innovation
partner
Step1:
We need to
change
we work.
What
businessare we in?
Step 2: Change your team’s goals.
© 2013 Forrester Research, Inc. Reproduction Prohibited 23
Step 2: Change your team’s goals
› Focus on business outcomes.
• Make Business Unit managers successful.
• Make workforce happy.
• Make CIO successful.
Step 3: Engineer “moments of truth”
Touch points
Step 4: Use the pyramid of service to design your employee experience
ProductProduct PricePrice
ProcessProcess
PromotionPromotion
PhysicalPhysical
PlacePlace
PeoplePeople
…focus on customer experience
Stop pushing the ITIL Kool Aid…
Step 5: Communicate and deliver value
© 2013 Forrester Research, Inc. Reproduction Prohibited 30
IT leadership recommendations
To win in the “Age of the Customer”
© 2013 Forrester Research, Inc. Reproduction Prohibited 31
© 2013 Forrester Research, Inc. Reproduction Prohibited 32
Deliver service & capabilities
› Streamline service request
management.
› Enable self-help and self-service.
› Continue (or start) knowledge sharing
and collaboration.
› Develop your service taxonomies and
with it your service catalogs.
DE
MO
S
© 2013 Forrester Research, Inc. Reproduction Prohibited 33
Enable your business teams
› WOW them.
› Focus on workforce productivity every
time.
› Measure and improve workforce
productivity.
› Insert new roles (marketing, service
owners, customer experience managers).
DE
MO
S
© 2013 Forrester Research, Inc. Reproduction Prohibited 34
Monitor & manage the right way
› Know your mission critical / business
critical services and applications.
› Monitor “EUE” from the outside in.
› Instrument across services (BSM).
› Report the right KPI’s; know what matters
for your LOB.
DE
MO
S
© 2013 Forrester Research, Inc. Reproduction Prohibited 35
Orchestrate & automate
› Think in terms of a supply chain manager.
› Automate as much as you can.
› Automate sensibly.
› Establish, manage and monitor SLA’s.
DE
MO
S
© 2013 Forrester Research, Inc. Reproduction Prohibited 36
Simplify & accelerate
› Reduce complexity by understanding.
› Adopt new business models (SaaS).
› Initiate bridging gaps (DevOps).
› Shift your people into new roles.
DE
MO
S
© 2013 Forrester Research, Inc. Reproduction Prohibited 37
Questions?
Thank youEveline Oehrlich