Firms Must Align Technology and Culture to Serve Customers. Where companies are investing for the future?

1. Digital Experience
Changes Everything
Firms Must Align Technology and
Culture to Serve Customers
Methodology: In this study, Forrester conducted a global online survey of 247 customer service professionals who are key
decision-makers or influencers for eCommerce customer service strategies for their company.
Source: A commissioned study conducted by Forrester Consulting on behalf of SAP, May 2016.
Base: 247 customer service professionals in the US, the UK, Germany, China, India, Brazil, and Mexico.Read the
full study
©2016 Forrester Research, Inc. All right reserved. Forrester is a registered trademark of Forrester Research, Inc.
ASK
USE
EXPLORE
BUY
Relevant personalized
digital experiences
60%
Increased customer
engagement
52%
Increasing revenue
48%
KEY CHALLENGES
Integrating digital
experiences leads to:
THE BUSINESS VISION OF
INTEGRATED DIGITAL EXPERIENCE
Companies struggle
to get business and
tech to collaborate
and communicate
effectively
MOVING
FORWARD
Where companies
are investing for
the future
ENGAGE
ASK
USE
DISCOVER
EXPLORE
BUY
Embrace the
age of the
customer
Create a world
class digital
customer
experience
Develop better
customer-focused
content
Improve business
metrics and
continue the
cycle
Only 47% of developers say they have a good relationship
with other parts of the company
Only 28% of companies share funding for development
of customer facing apps
Only 33% of companies currently manage content across channels
with integrated processes
Digital Experience Leaders are Moving Forward in the Next Year:
Implementing personalized content
consistently across channels
Investing in cognitive and artificial
intelligence capabilities
25% 23%