Do You Need A Chief Data Officer?

Jennifer Belissent, Ph.D.

You’ve heard it before but we said it again – this time in our recent webinar. There's a new kid in town: the chief data officer. Why the new role?  Because of an increasing awareness of the value of data and the painful recognition of an inability to take advantage of the opportunities that it provides — due to technology, business, or basic cultural barriers. That was the topic of our webinar presented to a full house a few days ago; we discussed our recent report, Top Performers Appoint Chief Data Officers. Fortunately for those who weren’t there, the presentation – Chief Data Officers Cross The Chasm – is available (to clients) for download.

As the title suggests, chief data officers are no longer just for the early adopters – those enthusiasts and visionaries on the forefront of new technology trends.  With 45% of global companies having appointed a chief data officer (not to be confused with a chief digital officer, as we specifically asked about “data”) and another 16% planning to make an appointment in the next 12 months – according to Forrester's Business Technographics surveys, the role of the chief data officer really has move into the mainstream. 

However, there remain many companies who are not sure of whether they need a CDO or not.  Many of those in our audience fell into that category.  We asked two questions of the audience to gauge their interest and their actions to improve their data maturity:

  • Are you making organizational changes specifically to improve your data capabilities?
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Don’t Plan A Go-To-Market Strategy For 2016; Create Your Go-To-Customer Plan

Peter O'Neill

It’s that time of the year again: The UK has had its August bank holiday; the US is on its Labor Day weekend; the Germans are coming to the end of their summer vacation period (which seems to go on for months because it is staggered by state to minimize holiday traffic); and even the Dutch have stopped towing their caravans up and down the German autobahns!

What now happens is that businesses start their budgeting/strategy cycle for the coming fiscal year. This is often a sort of “call my bluff” game, in which the chief R&D or manufacturing executive promises to invent/make as much great stuff as possible; the chief sales executive accepts the challenge to sell as much stuff as possible; and they negotiate to a common number that culminates in a revenue forecast (ideally one which assumes some percent of growth), which then informs the spending budget for the year.

And, invariably, the sales leaders (with perhaps the marketing leaders) then go offsite and agree on their “go-to-market strategy” for the coming year.

B2B marketers: Beware of this habit!

Your sales organization is now only one of your channels, so it no longer makes sense that it defines your go-to-market strategy. Your company can’t just sit back and decide that you will sell direct to, say, “these 100 (or those 1,000) accounts directly”; the rest will be served by “the indirect channel”; while your eCommerce website continues for those customers who insist on using eBusiness to transact with you. Why?

Because you are no longer in control of your market (heh! were you ever?)!

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In Search Of A SMO?

Eveline Oehrlich

Do you report into a SMO? Does your organization have a SMO?  Do you lead a SMO?  Send me an email as I would love to connect with you or your team - eoehrlich@forrester.com.

You don't know what a SMO is or does - report on its way - stay tuned!

Cheers.

Eveline 

What's New With I&O: September 2015

Eveline Oehrlich

Our research focus for this quarter was about how to make your team - The Service Delivery Team - more effective and efficient part of the I&O team. This spans four key topics: how to support your company's employees, how to become more automated, how to increase your speed and quality of service delivery, and who should or could you leverage in a broader ecosystem. The following reports are just a few highlights of our work for you to put on your night time reading list:

Automation is the story of the digital business and the huge transformation within technology management and I&O, and JP Garbani tackles it head-on in the first installment of The Automation Manifesto series, “Automate I&O To Answer Digital Disruption”. Because of the fast pace and ever-changing demands of digital disruption, organizations’ data centers are being pushed to their limit, both with man-power and finances. Enter the need for automation – today’s automation solutions address scale, speed, costs, and repeatable accuracy that is needed to remain competitive. JP’s report will help you assess the best ways to implement automation for your company and the benefits it will bring, no matter your current position.

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The State Of Business Continuity – We Have A Long Way To Go To Achieve True Resiliency

Stephanie Balaouras

Aug. 29, 2015 marked the 10-year anniversary of Hurricane Katrina. During the storm and the ensuing chaos, 1800 people lost their lives in New Orleans and across the Gulf Coast. Many of these deaths, as well as the extensive destruction, could have been avoided or minimized if there had been better planning and preparedness in anticipation of just such an event, and if there had been much better communication and collaboration throughout the crisis as it unfolded. Responsibility falls on many from government officials (at every level) to hospitals to businesses to individuals. If there is any silver lining to such a destructive event, it’s that it forced many in the US to be much better prepared for the next major catastrophe. Case in point, in October 2012, Superstorm Sandy barreled through the Caribbean and the eastern US, affecting almost half of the states in the US. The storm caused unprecedented flooding and left millions without access to basic infrastructure and thousands without homes, but this time, about 200 people across 24 states lost their lives.

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Robots Will Soon Be Parking Your Car

JP Gownder

During our research for the Forrester Big Idea report The Future of Jobs, 2025: Working Side-by-Side with Robots, we spoke with not one, but two different vendors that automate parking garages, Boomerang and Serva Transport Systems. Rather than explain, I'd invite you to watch a few seconds of the following video, which depicts how Serva TS robots park cars -- all cars -- at the Dusseldorf airport in Germany:

Looks a bit like sci-fi, right? But it's happening right now. Two vendors, one in the US, one in Europe, take somewhat different approaches to robotic parking:

  • Boomerang positions its offering as RoboticValet, a service that serves two customers. For property owners (developers, real estate investment trusts), Boomering solves a key problem: The high price of real estate in places like Miami, Chicago, or San Francisco. Robotic valets can save significant space, allowing developers to build more profitable buildings. And for consumers -- that is, buyers of the condominimums -- Boomerang's service is a luxury amenity: A 24/7 valet service that drops their car off to the same spot every time.
  • Serva TS can retrofit existing garages to 'expand' usable space. Serva TS reports gaining 40% capacity in an existing garage space, making it a less disruptive and expensive solution for garage expansion. For customers, there's a smartphone app: As soon as your flight lands, you can summon your car, which a robot will bring to the designated spot.
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Brands In China Have High CX Aspirations But Most Fail To Deliver

Ryan Hart

With recent drops in global stock markets and all eyes on China’s economy, the timing of the China CX Index report couldn’t be more serendipitous. While customer experience (CX) most likely doesn't have a direct impact on all this sudden share volatility, our research shows that there is a strong correlation between CX and revenue growth.

Forrester’s Business Technographics™ data shows that CX improvement is a growing priority for companies in China: 70% of tech and business decision-makers indicated that improving the experience of their customers was a high or critical priority for 2015 and 2016. However, CX Index scores reveal that these aspirations have yet to manifest themselves in actions and — more importantly — results.

Evolved from the inaugural assessment we completed last year, The China Customer Experience Index, 2015 now includes loyalty elements to the mix to gauge how well brands in China are at delivering quality customer experiences that create and sustain customer loyalty. This year, we examined 60 brands across five industries in China: banking, insurance, retail, eCommerce, and mobile device manufacturing.

At a high level, the results of 9,000 customer surveys in China revealed that:

  • No brands stand out as especially good or bad. The good news: No brands ended up in the very poor category. The bad news: none achieved excellent scores either. The vast majority of brands (80%) rated as just OK; 5% landed in the poor category, and 15% qualified as good.
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Cisco Is In The Midst Of Some Major Repositioning

Dan Bieler

As the digital economy gains momentum, CIOs will have to reassess and evolve their technology vendor portfolio. CIOs need to evaluate if their main technology vendors support the required new business practices and focus on crucial technologies.

Cisco has made massive investments in its portfolio and go-to-market strategies that help to sustain its role as a preferred vendor to most of its clients. We believe, however, that Cisco still has some distance to travel to transform its skillsets and business culture to become a truly strategic technology provider. The recent leadership transition offers Cisco the opportunity to redouble its efforts to strengthen its digital and customer experience skills, flatten its corporate hierarchies, and build a strong digital ecosystem of software and services partners. Our main observations when scrutinizing Cisco as a vendor in the emerging digital ecosystem are that:

  • Cisco is on the path to becoming a partner of the CIO's technology agenda.Cisco has launched programs to change its operational setup, its business culture, its compensation incentives, and its skillsets. Its willingness to disrupt itself positions Cisco well to eventually transform from a network business into a global BT provider.
  • A gap remains between top management's vision and Cisco's go-to-market pitch.Cisco's vision to transform from selling networking boxes to selling architectures, solutions, and business outcomes is spot-on. However, we still perceive a go-to-market approach focused on engineering and products. This disconnect remains a challenge to becoming a strategic technology provider.
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The Data Digest: Social Media And Social Revolution

Anjali Lai

In chaos theory, the butterfly effect posits that seemingly small changes at one moment in time can result in large, dramatic changes at another. The subtle flap of a butterfly’s wing can trigger a violent hurricane that occurs miles away or days later. Rationally, the idea may seem like a stretch, but in a digital sense, we are witnesses to – and victims of – the butterfly effect every day through social media. A few individuals’ posts online can escalate into a chorus of voices that mobilizes communities and creates new standards. We saw this last year after a homeless man in Boston turned in a backpack and, more recently, when Cecil the lion was killed in Zimbabwe.

Social media has always been a catalyst for bringing people together as well as an outlet where consumers can vent. But when a surge of voices results in change, social media posts are more than ephemeral cybertext. And, according to Forrester’s Consumer Technographics® data, consumers around the world leverage social media to generate buzz about current events, although members of some countries are more vocal than others: 

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Differentiate Your Digital Business With A Device Innovation Lab

JP Gownder

I've just released a significant new report, How To Build The Device Innovation Lab That Differentiates Your Digital Business. Innovation is a huge topic – just ask my colleague Martin Gill, who leads Forrester's digital business transformation research. But I&O leaders have their own role to play in innovation: Specifically, the use of devices and similar technologies to drive business results.

I interviewed companies from a variety of verticals – travel, retail, energy, clothing, financial services – and spoke to thought leaders in innovation theory to help I&O leaders solve a series of problems: How can we innovate using customer-facing interaction technologies such as mobile devices, robotics, digital signage, and virtual reality (VR)? How can we establish a device innovation lab (DIL) to help technology and business leaders at our company develop technology-infused, customer-obsessed strategies? And what are the success factors for DILs – from mission statement to staffing to key performance indicators?

In the context of my report, a device innovation lab is an a in-house space for designing, experimenting, piloting, and deploying device-based innovation projects. Done right, a DIL can differentiate your business's digital business efforts in impressive ways. Take, for example, Lowes' robotic retail associate, OSHBot.

Lowes' OSHBot Redefines Retail Customer Service

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