The document discusses how technology management agendas must broaden beyond internal operations to also focus on acquiring and retaining customers. It highlights four imperatives driving change: transforming the customer experience; embracing mobile; becoming a digital disruptor; and turning big data into business insights. The intended customer experience should always drive an organization's digital strategy. Technology executives must manage both an internal IT agenda as well as a business technology agenda focused on superior customer experiences.

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Qaalfa Dibeehi
Principal Consultant di Forrester Research
Digital in the Age of the Customer

2. Digital in the Age of the Customer
Qaalfa Dibeehi
19 November 2014

3. What’s success in the age of the customer?

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What’s digital got to do with it?

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What’s key in the tech mgmt agenda today?

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Empowered customers have given rise to a new era
1900–1960
1960–1990
1990–2010
2010+

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Empowered customers have given rise to a new era

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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

9. Customer Experience: How customers perceive
their interactions with your organization

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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

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The opportunity is in the 3rd “E”

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The currency of customer experience is Loyalty

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

16. 6-year stock performance: CX Leaders vs CX Laggards vs the S&P 500
Source: Technology Management In The Age Of The Customer

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So, does digital drive the CX…
or should the CX drive digital?

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The intended CX should always
drive your digital strategy!

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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

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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

23. The customer journey
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Source: Jose Luis Pelaez
Be present in the mobile moments of your customers so they don’t turn to someone else.

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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

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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)

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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

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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

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Firms Need To Align The Customer Experience Ecosystem

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Getting intimacy and privacy right is the next battleground
Source: Nokia (https://www.nokia.com)

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1) A clear CX strategy.
2) A single view of the customer
3) A brand personality that will
permeate all interactions.
You’ll need…

33. What’s success in the age of the customer?

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What’s digital got to do with it?

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What’s key in the tech mgmt agenda today?

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