© 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

© 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!


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


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


Firms mature their customer obsession in four stages

Source: Forrester’s November 1, 2016 “The Customer Obsession Assessment” report

Customer as:

• Tech buyer


• Employee


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


• Employee


Agenda





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


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


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


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


Agenda




© 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


Look for new roles as digital / data orchestrators



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


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


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


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


Choose your value add from a broad range of digital transformation products and services . . .


. . . firms use a variety of partners to assure a full set of digital services



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

[email protected]

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© 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