Turn your customer loyalty strategic plan into an action plan

Emily Collins

Blogged in collaboration with Samantha Ngo, Senior Research Associate, serving Customer Insights professionals.

Even if you have a clear idea of where you want to end up, the route you take to customer loyalty isn't always straightforward. Outlining a strategic plan helps you understand what you need to do, but a roadmap identifies howwhen and with what resources you should tackle each step. Forrester believes there are six components to designing an effective loyalty roadmap:

  1. Time frame: The expected completion of tasks and delivery of results.
  2. Desired outcomes: Key performance indicators (KPIs)that help you benchmark the performance of your advancing strategy based on your maturity.
  3. Strategic themes: A summary of the objectives an organization needs to advance its strategy.
  4. Key steps: The specific tasks — pulled straight from the strategic plan — which an organization must complete to graduate to the next maturity level.
  5. Dependencies: The people, process, and technology required to execute the key steps. Changes to the current approach may require acquiring new team members, implementing formal processes, or buying loyalty technology.
  6. Investment level: Where and when the allocated loyalty budget will be spent.
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Microsoft And Dell Change The Private/Hybrid Cloud Game With On-Premise Azure

Richard Fichera

What was announced?

On October 20 at TechEd, Microsoft quietly slipped in what looks like a potential game-changing announcement in the private/hybrid cloud world when they rolled out Microsoft Cloud Platform System (CPS), an integrated hardware/software system that combines an Azure-consistent on premise cloud with an optimized hardware stack from Dell.

Why does it matter?

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Salesforce.com And Risk Analytics – They May Soon Be A Vendor To Watch?

Nick Hayes

Last week Salesforce.com (SFDC) hosted its annual Dreamforce Conference in San Francisco, and for the first time, the cloud giant’s products could soon have some major implications in the governance, risk, and compliance (GRC) market.

Amidst the chaos of keynotes, partner sessions, guest speakers like Hilary Clinton, wil.i.am, Al Gore, and our very own George Colony, two of SFDC’s major announcements demonstrated how its new offerings and future strategy will position the company to compete in the very big business intelligence market:

  1. SFDC plans to grow from $5.4 billion to $20 billion by competing more directly with BI vendors like SAP
  2. SFDC announced its "Wave" Analytics Cloud offering, which helps deliver dashboards and analytics from any data source in its platform.
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The Data Digest: Consumer Perspectives On Healthcare Reform, One Year Later

Anjali Lai

With Kristopher Arcand

If the healthcare industry exhibited symptoms of dysfunction, the US government administered a wave of treatment in the form of the Patient Protection and Affordable Care Act. October 2013 marked the opening of online insurance marketplaces, and set the stage for the act's requirement that most US residents have health insurance coverage. As a result, the industry has witnessed cessations and regenerations, and the pulse of consumer sentiment has fluctuated. Now, one year on, we’re due for a checkup.

At a macro level, US online consumers’ perspectives on healthcare reform today are largely consistent with those immediately preceding open enrollment under the federal law: Individuals continue to be skeptical of policy changes. However, at a micro level, subtle yet fundamental shifts in the consumer mindset signal a gradual evolution in perceptions of healthcare.

Our Technographics 360 research approach, which synthesizes Forrester’s ConsumerVoices Market Research Online Community insight and aggregated social listening data, shows that the conversation about healthcare has shifted from politics to experience -- and, in particular, to a focus on cost:

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Right Size Your CRM To Your Needs

Kate Leggett

CRM solutions have been on the market for a long time. The first products were introduced over two decades ago, and many features are commoditized. New vendors are continually pushing the envelope on CRM capabilities and exploring the “white space” of capabilities that are not necessarily core to CRM. Old stalwarts are working on capabilities that differentiate them from others - like verticalized offerings, offerings tuned to to mobile user, offerings tuned to a certain size or complexity of organization.

CRM buyers need to remember that more capabilities these days is not better; more is simply more. In fact, when you don't need — or perhaps can't use — extra functionality, more is sometimes worse. Small businesses — and small customer-facing teams in larger enterprises — need to carefully evaluate vendors that they are evaluating in order to pick a solution that is right-sized for their needs. Categories and criteria that should be closely evaluated include:

  • Ease of use. Our research finds that 58% of employees interface directly or indirectly with customers. Small customer-facing teams don't have the luxury of deeply configuring or customizing CRM user experiences. Make sure the user experiences that come "out-of'the-box" from your CRM vendor are highly intuitive; that they work on the devices and platforms that your team use; and that they don't impede your productivity in any way.  
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Grading Our 2014 Cloud Predictions

James Staten

This time last year, we published our predictions of what would be the major events and changes in enterprise cloud adoption in 2014. In this post, we look back on these prognostications to see which came true, which are still pending and which missed the mark. Look for our 2015 Cloud Predictions in the next few weeks. Thanks to Dave Bartoletti, Ed Ferrara and the rest of the Cloud Playbook team for their contributions.

So how did we do on our predictions in fall 2013:

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The State Of Mobile Technology For Marketers

Thomas Husson

Marketers are in love with the latest mobile “shiny object” – and with technology acronyms – NFC, AR, LTE, BLE, RWD, QR. What’s more, hype questions abound: Will beacons replace NFC? Do you believe in HTML5 or should we develop a native app? Should we build an app for Apple Watch? But most of the time, these questions are irrelevant.

The reality is, marketers are increasingly using a variety of mobile tactics and technologies – but this use is rarely sophisticated and more often than not, does not match customer behaviors.

Sophistication of consumers’ use of smartphones is climbing — without consumers even noticing it. Mobile is simply part of our daily lives and, therefore, fundamentally changes customer expectations. With mobile traffic exploding, marketers are not only underserving their best customers by delivering a poor mobile experience, but risk losing their business altogether.

It’s time for marketers to start asking questions like how their core audience is using mobile, the value that mobile is adding throughout the customer lifecycle, the experience they want to transform, and the marketing objectives they have, to name a few. And only then, begin to align the right technologies.

If you want to know more about the gap between consumers’ and marketers’ use of mobile technologies, you can download our updated State Of Mobile Technology For Marketers report.

Australian Financial Services Get Going To Improve Digital Customer Experience

Clement Teo

I had the pleasure of conducting a Digital Maturity Assessment workshop with a colleague from Forrester Consulting for about 20 companies in Sydney recently. The majority of participants were from the Australian financial sector, with heavier representation from marketing departments than technology management. While the session was an abridged one intended to discuss, understand, and determine where the participants were on their digital business journey, it was productive and revealed that:

  • Participants knew what to do with digital business transformation, but struggled with howParticipants had started on the digital transformation journey, but needed to address cultural and organizational gaps to fully drive transformation. These issues include who owns the digital transformation agenda (does it sit with the CIO or CMO?), how to bridge the communication chasm between the CIO’s department and the lines of business, and how to measure results to drive transformation in a positive direction.
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It's Still Early Days For Big Data In Thailand

Gene Cao

On October 14, I attended Big Data & Business Insights 2014 in Bangkok — the first public big data event in Thailand. I spoke about how to use big data to increase customer value in the age of the customer — a topic that seemed a bit distant from the audience’s daily reality. Most of them use traditional data warehouse and business intelligence tools and are new to big data solutions like Hadoop platforms, big data visualization, and predictive solutions. Here’s what I came away with:

  • Big data is still new to Thai businesses. Most big data projects in Thailand are still at the testing stages, and these trials are taking place in university labs rather than commercial environments. Dr. Putchong Uthayopas of the Department of Computer Engineering at Kasetsart University noted that big data projects in Thailand are now moving from pilot projects to actual usage.
  • Organizations need more details of real big data solutions. Thai businesses have held off investing in big data solutions because they felt uncertainty about the outcomes of big data projects. Attendees showed a lot of interest when I talked about big data usage in traditional industries, such as John Deere’s “Farm Forward” use case, which helped farmers make better decisions on what, when, and how to plant.
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The Hits And Misses Of Apple Pay

Denée Carrington

Well, it’s finally here! After weeks of anticipation, Apple Pay launched on Monday. Apple also unveiled the iPad Air 2 and iPad mini 3, both with Touch ID sensors and an embedded secure element, which means Apple Pay can be used for in-app payments on those devices as well as the iPhone 6 and 6 Plus. Apple Pay launches at a time when the US payments marketplace is in turmoil: The frequency and scale of security breaches are on the rise, issuers are beginning their migration to chip-enabled cards, and mobile payments are still quite nascent — even after significant investment and a range of competitors that have come and gone. Enter Apple Pay.

Just as new products and services from Apple have reshaped other industries, Apple Pay will reshape and set a new benchmark in consumer payments. There are many well-designed aspects in the initial version of Apple Pay — these are the Apple Pay “hits.” They include a context-aware, streamlined user experience; a breakthrough approach to security; unprecedented payments ecosystem cooperation; and great timing.

Although there is a lot to like about Apple Pay, this ship has holes. If not addressed, these “misses” — such as an inability to scale in-person payments, limited consumer and merchant value, and reduced consumer insight for marketers — will derail Apple Pay's ability to reach the mainstream, become the undisputed commerce platform of choice, and achieve Tim Cook’s vision of replacing the wallet.

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