Michael Barnes, VP Research Director, Forrester

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Transform Marketing Into A Customer-Driven Effort Michael Barnes – VP and Research Director

November 29, 2016

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We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

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Technology used to advantage companies…

Price Location Information

Companies

Customers


…but now empowers customers

Price Location

Information Companies

Customers


Customer obsession requires an operational

reboot.


Customer obsessed operating principles

Customer led

Insights driven

Fast

Connected

FROM

Customer aware

Data rich

Perfect

Siloed

TO


70% of firms will execute a “digital transformation” in

2017

Only 21% are willing to re-

architect tech platforms

85% of large firms will spend less

than $15m on the transformation

Most digital transformation initiatives will seriously miss the mark

Source: Business Technographics services survey, Q3 2016 – Base: 690 business and technology decision makers in Asia Pacific


“People may have focused on the technology and forgotten to focus on their behaviors.” – Dr. John Jakicic, Distinguished Professor at University of Pittsburgh

Source: http://www.nytimes.com/2016/09/27/well/activity-trackers-may-undermine-weight-loss-efforts.html?_r=0


Beware the ‘shiny new objects’ Usability

For customers, partners, executives, developers, designers

Securability Protect against tens of thousands of hackers

Scalability Millions of customers/partners and Terabytes of data

Sustainability 100’s of releases per year

Integratability Tens of thousands of partner systems

Complexity

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Prediction – CMOs will aggressively push their brands to be

more human, helpful, and handy.


Context has already changed marketing

BEFORE CONTEXT: AFTER CONTEXT: •  Campaigns •  Targeting •  Customer segmentation •  Media schedules •  Messages •  Transactions

•  Interactions •  Engaging •  Customer recognition •  Customer moments •  Utility •  Value exchanges


64% have responsibility for CX

44% seek to increase their influence in CX

Attempts to build emotional connections will skyrocket

Source: Forrester’s Q4 2015 Forrester/Heidrick & Struggles Global Evolved CMO/CCO Online Survey


Brands will do, not just say

“Marketing becomes invisible when it solves a pain that a customer wants solved.” – Wade Sugiyama, Manager Brand Strategy and Development

“Brands should stop making people want things, and start making more things people want.” – Michael McLaren, former CEO


And demonstrate brand promise

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Prediction – Digital transformation will

tip from experiences to operations.


To succeed, master both sides of digital

Source: April 16, 2014 “Understand The Digital Business Landscape” Forrester report


›  Source: April 16, 2014 “Understand The Digital Business Landscape” Forrester report

Organizations that give in to digital fatigue in 2017 may not see 2018.

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Customer obsession is your only competitive advantage

›  Step up and take responsibility for CX

›  Lead a C-suite conversation on building a customer-obsessed operating model

›  Coordinate and optimize technology to serve empowered customers

forrester.com

Thank you

Michael Barnes VP & Research Director [email protected] Twitter: @mb_analyst