Mapping the customer experience with customer experience journey maps
© 2019 FORRESTER. REPRODUCTION PROHIBITED. · Customer Experience Quality. Customer . Loyalty....
Transcript of © 2019 FORRESTER. REPRODUCTION PROHIBITED. · Customer Experience Quality. Customer . Loyalty....
© 2019 FORRESTER. REPRODUCTION PROHIBITED.
© 2019 FORRESTER. REPRODUCTION PROHIBITED.
How To Thrive In The Era Of Digital DisruptionBobby Cameron, VP & Principal Analyst, Serving CIOs
April 29, 2019
3© 2019 FORRESTER. REPRODUCTION PROHIBITED.
We’re discussing two tightly-coupled stories . . .
1. Business transformation• Firms becoming customer obsessed — new ways to create and deliver value• Changing their customers’ experiences — and how the business operates
2. IT transformation• Cloud-first• Platform-based — leveraging managed APIs and microservices
› Systems-of-engagement, -insights, -automation, and -record• Zero-trust security• Continuous delivery (Agile & DevOps, using continuous integration and
testing) with dynamic backlogs, navigating to outcomes thru test-and-learn
4© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Leading firms follow customer-obsessed principles
Source: Forrester’s “The Customer-Obsessed Enterprise” report
Customer-in strategy and design
Evidence-based decisions for smart decisions
Rapid test-&-learn continuous delivery
End-to-end CX, across customers’ ecosystems and the firm
Customer-obsessed principles . . .
. . . continuouslydeliver
5© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Digital business plays a key role in customer-obsessesd firms—reaching beyond web sites and mobile apps
Source: Forrester’s “Optimize Your Cloud Organization For Speed And Customer Delight” report
6© 2019 FORRESTER. REPRODUCTION PROHIBITED.
EffectivenessThe experience delivers value to customers.
EmotionCustomers feel good about their experience.
EaseIt’s not difficult for customers to get value from the experience.
Customer Experience Quality
Customer Loyalty
Improving end-customer experience (CX) quality helps firms deliver on customer obsession
RetentionThe likelihood that a customer will keep existing business with the company
EnrichmentThe likelihood that a customer will buy additional products and services from the company
AdvocacyThe likelihood that a customer will recommend the company to others
7© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Complex customer experiences require complex digital solutions
Source: Ralph Stacey, Agreement And Certainty Matrix (Appelo, 2012) and Forrester
Chaotic
Complex —has to be discovered
customer / user-experience based,systems-of-engagement and -of-insights
Complicated —can be modeled
operational, systems-of-record
Simple
Needs uncertainty —for all stakeholders, especially customers
Solution uncertainty —technical, functional, etc.
High
HighLow
Low
8© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Customer-obsessed firms transform in three phases
This is for internal use only
Customer naïve, aware Customer committed Customer obsessed
They deliver CX as point solutions, isolated by BU and functions like sales, marketing, customer service, and fulfillment. Modernizing apps, Agile delivery only for customer touchpoints, and distinct tech and business teams absorb funds and focus.
These firms depend primarily on vendors for innovation —following market leaders.
They deliver end-to-end CX —consistent across channels and spanning the enterprise. Cloud-first, platform-focused, with continuous delivery —testing and discovering what works through Agile and DevOps, with continuous testing and integration.
Individual units and tech organizations dynamically collaborate to transform CX.
They act as a platform for customer value creation and delivery. They experiment with emerging technologies, recognize new opportunities, and flex to incorporate it.
The organization and partner networks change quickly to disrupt current markets, adopt adjacencies, and address new markets.
Beginner firms (47%)
Intermediate firms (35%)
Advanced firms (14%)
9© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Most digital solutions move beyond systems of record to drive speed and responsiveness
Source: April 27, 2015 “Digital Insights Are The New Currency Of Business”
Systems of record run operational processes —
executing transactions, aggregating and moving
data, and performing analytics.
Systems of engagement empower customers, partners, and employees with context-rich apps and smart products to help them decide and act in their moments of need.
Systems of automationare technologies that connect the virtual and physical worlds —intelligently managing physical products, networks, and infrastructure.
Systems of insight are the business discipline and
technology to harness insights and consistently
turn data into action..
65-70% of tech spend goes to systems of record
10© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Digital technologies are challenging old retail paradigms
› Digital touchpoints are vital components of the in-store experience
› Consumer smartphone use means that digital is already entrenched in the store
› Retail foot traffic is challenging, but downsizing alone isn't sufficient.
› Nimble pure-play online retailers are establishing physical footprints
Source: Forrester’s “State Of The Digital Store” report
11© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Look at Amazon’s CX history — innovation sits on top of deep automation
Source: Forrester’s “AI In Retail? Let’s Start With Automation In Retail” report
12© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Retailers will engage mobile solutions to improve the store experience
Source: Forrester’s “The New Paradigm Of Retail” report
13© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Digital customer experience requires a digital store platform that drives store transformation
Source: Forrester’s “The Future Of The Digital Store” report
14© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Digital stores mature in four stages
Source: Forrester’s “Design Your Digital Store Blueprint For Customer Impact” report
15© 2019 FORRESTER. REPRODUCTION PROHIBITED.
We’ve been discussing two tightly-coupled stories . . .
1. Business transformation• Firms becoming customer obsessed — new ways to create and deliver value• Changing their customers’ experiences — and how the business operates
2. IT transformation• Cloud-first• Platform-based — leveraging managed APIs and microservices
› Engagement, insights, automation, and record• Zero-trust security• Continuous delivery (Agile & DevOps, using continuous integration and
testing) with dynamic backlogs, navigating to outcomes thru test-and-learn