Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
© 2017 FORRESTER. REPRODUCTION PROHIBITED.
© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Innovate To Meet Your Customers’ Expectations
Bobby Cameron, VP & Principal Analyst, Serving CIOs
August 14, 2017
3© 2017 FORRESTER. REPRODUCTION PROHIBITED.
It’s the Age of the Customer —and systemic change is under way — any-and-everywhere
Source: Forrester’s “Focus Your Dual Tech Management
Agenda Using Forrester’s BT/IT Agenda Index” report
Partners
Help understand
and respond to
customers’
expectations
and needs
Consumer’s ecosystem
Digitally-empowered
customers (B2B and B2C)
assemble digital products and
services to meet their needs.
Companies
Companies need to digitally
participate in customers’
ecosystems to meet
customers’ expectations and
to deliver value
Your solution
providers’ role is
changing — just like
your customers’
approach to
business!
4© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Agenda
› Understanding how The Age of the Customer redefines your role as solution providers and your customers’ value proposition.
› Identifying the customer obsessed company’s demand for tech-based products and services
› Targeting new opportunities in The Age of the Customer
5© 2017 FORRESTER. REPRODUCTION PROHIBITED.
In the Age of the Customer, customer-obsessed firms are winning with four operating principles . . .
Source: Forrester’s “The Operating Model For Customer Obsession” report
FROM
Customer ledCustomer aware
Insights drivenData rich
FastPerfect
ConnectedSiloed
TO
Customer-in strategy and design
Evidence-based decisions
Agile test and learn investments
Reaching end-to-end
Customer as:
• Tech buyer
• Solution provider / partner
• Employee
6© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Firms mature their customer obsession in four stages
Source: Forrester’s November 1, 2016 “The Customer Obsession Assessment” report
Customer as:
• Tech buyer
• Solution provider / partner
• Employee
7© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Most firms have just begun their customer-obsession journey
Base: 1,024 global executives
Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey
20%
42%
25%
13%
Customer-Obsessed
Customer-Committed
Customer-Aware
Customer-Naive
Customer as:
• Tech buyer
• Solution provider / partner
• Employee
8© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Agenda
› Understanding how The Age of the Customer redefines your role as solution providers and your customers’ value proposition.
› Identifying the customer obsessed company’s demand for tech-based products and services
› Targeting new opportunities in The Age of the Customer
9© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Solution providers must help your customers through digital transformation
Source: Forrester’s “Your Digital Transformation Is Not Bold Enough — Five Signs Of Trouble And Key Fixes” report
10© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Your customers are applying the customer obsessed principles to address their innovation gaps . . .
. . . and so should you!
Source: Forrester’s “Disrupt Your Business
From The Outside In” report
To be . . . Assess these. . . And take these actions . . .
Customer-led • Understand customer
journey outcomes
• Competitive outcome
delivery
• Know highest-value
customer engagements
• Recognize competitors’
disruptive threats
Goal: Know how customers engage and
what matters most across their journeys.
• Ongoing quantitative and qualitative
research on customer needs and
expectations
• Master customer journey mapping
• Innovate new ways to deliver better
outcomes
• Continuously deliver minimum viable
products that test-and-discover what works
Insights-driven • Do we have the data
required for customer
insights?
• How well do we
measure customer
outcome value delivery?
• How well do we apply
insights to improve CX?
• How well do we apply
insights to improve
operations?
Goal: Driving actions with insights —
continuously tuned through feedback
loops.
• Build insights teams and insights platforms
• Partner with vendors to help accelerate
insights delivery
• Run ongoing A/B experiments to discover
what works best
11© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Your customers are applying the customer obsessed principles to address their innovation gaps . . .
. . . and so should you! (cont.)
Source: Forrester’s “Disrupt Your Business
From The Outside In” report
To be . . . Assess these. . . And take these actions . . .
Fast • How quickly can we
build and extend apps
and products?
• How frequently can we
update digital CX?
• How fast can we evolve
employee experience?
Goal: Continuous delivery — with test-
and-discover — with rapid releases.
• Develop continuous delivery — Agile plus
DevOps, continuous testing, and continuous
integration
• Work from the customers in
• Evolve employee engagement to nurture
innovative customer outcome delivery
Connected • How well do our
business and tech teams
work across internal org
and product silos?
• Do our digital design
and delivery teams work
across corporate and
channel boundaries?
Goal: Customer outcome-focused teams
working across the firm and value stream.
• Connect digital product management with
existing product design and development
• Make digital design a core part of product /
service design
• Build digital teams that are staffed from
multiple functions to deliver customer
outcomes
12© 2017 FORRESTER. REPRODUCTION PROHIBITED.
The more customer obsessed firms continue to address costs and business operations as top business priorities over the next 12 months.
Base: 10,24 global
executives
Source: Forrester’s Q3 2016
Customer-Obsessed
Operating Model Online
Survey
13© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Agenda
› Understanding how The Age of the Customer redefines your role as solution providers and your customers’ value proposition.
› Identifying the customer obsessed company’s demand for tech-based products and services
› Targeting new opportunities in The Age of the Customer
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
Source: February 26, 2016 “Digital Turns Technology Services On Its Head”
A range of services —some traditional —make up the exploding market for digital transformation
15© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Look for new roles as digital / data orchestrators
Source: February 26, 2016 “Digital Turns Technology Services On Its Head”
16© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Digital transformation leaders use services partners for new ideas and business innovation
Source: Forrester’s “Your Digital
Transformation Is Not Bold Enough
— Five Signs Of Trouble And Key
Fixes” report
17© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Move your solution delivery to SaaS — SaaS subscription revenues are outpacing on-prem
Source: Forrester’s “SaaS Adoption 2017: If You Aren’t Using SaaS Broadly, Your Business Risks Falling Behind” report
18© 2017 FORRESTER. REPRODUCTION PROHIBITED.
SaaS spend is dominates in most segments
Source: Forrester’s “SaaS Adoption 2017: If You Aren’t Using SaaS Broadly, Your Business Risks Falling Behind” report
19© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Target digital transformation opportunities based on the buyer’s function and industry sector
Source: Forrester’s “Digital Rewrites The Rules
Of Business” report
“Which business process(es) will
be/are/were the focus of your
firm’s digital transformation?”
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Source: February 26, 2016 “Digital Turns Technology Services On Its Head”
Choose your value add from a broad range of digital transformation products and services . . .
21© 2017 FORRESTER. REPRODUCTION PROHIBITED.
. . . firms use a variety of partners to assure a full set of digital services
Source: February 26, 2016 “Digital Turns Technology Services On Its Head”
22© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Your solution providers’ role is changing — just like your customers’ approach to business!
› It’s the Age of the Customer — and systemic change is under way — any-and-everywhere
› Customer-obsessed firms are winning with four operating principles: customer-led, insights-driven, fast, and connected
› Solution providers must help your customers through digital transformation —apply the customer obsessed principles to address your customers' (and your) innovation gaps
• Reducing costs and improving business operations remain a priority
› A range of services — some traditional — make up the exploding market for digital transformation
• Look for new roles as digital / data orchestrators
• Target digital transformation opportunities based on the buyer’s function and industry sector
FORRESTER.COM
Thank you© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Bobby Cameron
+1 617-613-5708