SEND | Digital in the Age of the Customer

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Qaalfa Dibeehi

Principal Consultant di Forrester Research

Digital in the Age

of the Customer

Digital in the Age of the Customer

Qaalfa Dibeehi 19 November 2014

What’s success in the age of the customer?

© 2012 Forrester Research, Inc. Reproduction Prohibited 4

What’s digital got to do with it?


What’s key in the tech mgmt agenda today?


Empowered customers have given rise to a new era

1900–1960 1960–1990 1990–2010 2010+


Empowered customers have given rise to a new era


Four market imperatives driving change

Transform

the customer

experience

Embrace

the mobile

mind shift

Become

a digital

disruptor

Age of the Customer

Turn big data

into business

insights

Customer Experience: How customers perceive their interactions with your organization

© 2012 Forrester Research, Inc. Reproduction Prohibited

Source: June 2014 “Forrester’s Next Generation Customer Experience Index”

A 3D Customer Experience = 3Es

Emotion Customers feel engaged by the experience

Ease Customers get value without difficulty

Effectiveness Customers get value from the experience


The opportunity is in the 3rd “E”


The currency of customer experience is Loyalty


Customer experience leads to profits… if you treat it as a business discipline.

6-year stock performance: CX Leaders vs CX Laggards vs the S&P 500

Source: Technology Management In The Age Of The Customer


18

So, does digital drive the CX…

or should the CX drive digital?


The intended CX should always

drive your digital strategy!


The Changing Technology Management Agenda

Businesses must broaden their

technology management agendas

beyond infrastructure

management and internal

operations (IT) to include work

centred on acquiring and retaining

customers.

All technology management

executives must manage two

agendas:

• Information Technology (IT) -

internal operations (perpetually

critical to the business)

• Business technology (BT) -

technology, systems, and

processes to win, serve, and

retain customers.

IT agenda includes It

includes tools to support

finance, supply chain,

employee automation,

resource planning, and

human resources as

well as a myriad of

systems necessary for

regulatory compliance.

BT agenda focuses on

providing superior

customer experiences


Remains critical

Social, mobile, analytics

The movement in tech mgmt budget

Source: October 10, 2013, “Technology Management In The Age Of The Customer” Forrester report

The customer journey

23


Source: Jose Luis Pelaez

Be present in the mobile moments of your

customers so they don’t turn to someone else.


Identify mobile moments and their associated context

Customer journey

• What are the

customer’s

motivations?

• What does the

customer need?

• What is their context?

Mobile moments of truth Contextual opportunities


Mobile expectations are soaring

Source: January 24, 2014, “Re-Engineer Your Business For Mobile Moments” Forrester report

Flight -2 days +2h -2h +2 days

• Change reservation

• Reserve seat

• View reservations

• Check gate

• Departure time

• Lounge access

• Upgrade

• Arrival time

• Food order

• Movies

• Wi-Fi

• Ground

transportation

• Lost luggage

• Navigation

• Customer service

• Mileage status

• Reward travel

• Upcoming reservations

Airline example based on user time

Serve customers in their mobile moments

Source: Fly To Barcelona (https://www.flytobarcelona.org)


Companies

Platforms

People

Processes

Mind Devices Applications

The mobile mind shift will penetrate the beating heart of your business

Source: Ted Schadler, Josh Bernoff, and Julie Ask, The Mobile Mind Shift: Engineer Your Business to Win in the Mobile

Moment, Groundswell Press, 2014


Firms Need To Align The Customer Experience Ecosystem

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Customer Understanding Design Strategy

Measurement Governance Culture

Six disciplines required for customer experience maturity


Firms Need To Align The Customer Experience Ecosystem


Getting intimacy and privacy right is the next battleground

Source: Nokia (https://www.nokia.com)


1) A clear CX strategy.

2) A single view of the customer

3) A brand personality that will

permeate all interactions.

You’ll need…

What’s success in the age of the customer?


What’s digital got to do with it?


What’s key in the tech mgmt agenda today?

SEND | Digital in the Age of the Customer

Presentations & Public Speaking

Transcript of SEND | Digital in the Age of the Customer