The Race From Good To Great CX Hits The Gas Pedal In 2015

Michael Gazala
2014 wasn’t a good year to be average. Since 2007, the average customer experience in the industries that Forrester tracks has gone up across the board, and the number of truly awful  experiences has dropped like a rock. So if your CX is average, it’s just not good enough to win, serve and retain customers. And it won’t get any easier next year: With companies investing more than ever to differentiate their customer experience, your average offering will soon be considered poor.
 
In 2015, the race from good to great CX will hit the gas pedal. Smart CX teams will increasingly use customer data from diverse sources like social listening platforms, campaign management platforms, mobile apps and loyalty programs – to personalize and tailor experiences in real time so that they inherently adapt to the needs, wants, and behaviors of individual customers. And as companies strive to break from the pack and gain a competitive edge through the quality of the CX they provide, we’ll see the battleground shift to new areas like emotional experiences and extended CX ecosystems, and into laggard industries like health insurance and TV service providers, and even the Federal government.
 
As we do every year, we’ve just published our Predictions report for CX. I want to share a couple of those predictions with you:
 
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The Data Digest: Managing The Holiday Gift Hunt

Anjali Lai

Here in the US, all signs point to winter: Daylight savings has just begun; specialty holiday drinks have been added to cafe menus; and several cities have already witnessed the first snowfall. And with the arrival of the chilly season comes preparation for the mad rush of holiday shoppers.

Although the holiday retail season is shorter this year, given fewer days than average between Thanksgiving and Christmas, consumer expectations of retailers during this holiday season are greater than ever. When it comes to online retail specifically, consumers seek out – and have come to expect – great deals and free shipping throughout their holiday gift hunt. In fact, Forrester’s Consumer Technographics® data shows that shipping cost is the most important factor in a consumer’s decision to purchase from a retail website (such as Amazon.com or Gap.com):

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Digital Business Transformation Will Gain Critical Mass In 2015

Martin Gill
In 2014 digital business hit the boardroom and the C-suite offices: At the beginning of 2014, 93% of executives told us that they believed that their industries would experience digital disruption in 2014. But our surveys and interviews also tell us that many executives don’t believe that their firm has the ability to execute on that plan, and many don’t have confidence in the plan itself.
 
As leaders race ahead with their digital business transformations in 2015, eBusiness professionals have to help pivot their firms from planning mode to doing mode or risk falling behind their more digitally savvy competitors.
 
In the report, "Predictions 2015: Digital Business Transformation Will Gain Critical Mass", I outline the key digital business trends that will impact eBusiness and channel strategy professionals in 2015, including:
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Ignore Digital Experience Delivery Technologies At Your Own Peril

Stephen Powers
Ignore digital experience delivery platforms in 2015, and you’ll spend all of 2016 playing catch up.
 
Since 2013, no fewer than eight vendors announced enterprise-class solutions vying to offer integrated, business-centric tools to create, deliver, measure, and optimize digital experiences. Just this week, French advertising giant Publicis Groupe acquired Sapient for $3.7 billion, and the second bullet of its press release, announced Publicis.Sapient, a new platform “focused exclusively on digital transformation and the dynamics of an always-on world across marketing, omni-channel commerce, consulting and technology.”
 
In our new document, “Predictions 2015: Digital Experience Delivery Platforms Become Flexible Or Lose Momentum,”  we share why we think that 2015 is the year that application development and delivery (AD&D) and digital marketers’ worlds collide – shared platforms, customer data, budgets, and priorities will emerge within B2C and progressive B2B enterprises. Now is the time for progressive digital customer experience technology leadership — from all corners of the organization — to come together to end the patchwork strategies of the past.
 
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eCommerce Has Shifted China's Retail Landscape

Vanessa Zeng

For the past 20 years, China’s retail industry has benefited from the country’s booming economy to fuel its high-speed development; local and global retail brands alike have grown tremendously in this golden age. However, the slowing macroeconomy and the impact of eCommerce have begun to put the brakes on traditional retail businesses. In contrast, China’s online retail market has continued to grow strongly over the past four years and is expected to top $440 billion by the end of 2014 (including both B2C and C2C). What accounts for this success? The fact that it’s largely driven by the following key elements:

  • Rapid adoption of online shopping due to a highly fragmented retail industry. The traditional retail market in China is underdeveloped and scattered; consumers in lower-tier cities and remote regions have a very limited access to variety of brands and products. Few retailers have a nationwide logistics network or array of physical stores; there’s no Chinese version of Wal-Mart or Macy’s that can be found across all of the country’s geographic regions or from top-tier cities all the way through to smaller towns. This makes online shopping a better way to meet ever-growing consumer demand.
  • A rapid increase in online penetration. The Chinese online population (users of both the traditional Internet and the mobile Internet) has been growing rapidly. According to the China Internet Network Information Center (CNNIC), the total online population reached 632 million by June 2014, and total number of mobile Internet users hit 527 million. Improved Internet infrastructure across the country provides an unprecedented opportunity for eCommerce development.
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US Digital Marketing Will Pass TV In Two Years, Topping $100B By 2019

Shar VanBoskirk

I am happy to announce the latest release of Forrester's five-year digital marketing forecast, a data-rich tool for budgeting, benchmarking, and identifying key trends to watch as you set your 2015 strategic plan. What you need to know:

  • US Digital marketing spend will top $100 billion in five years. Just think about how big that is. By 2019 in the United States, digital will be almost twice as large as it is now. It will be about $13 billion more than television advertising, and it will count for 35% of all advertising spend.
  • Growth is healthy but not runaway. We expect a 12% CAGR between now and 2019, which is a healthy slope, especially when considering numbers of this magnitude. But it is worth noting that this growth isn't skyrocketing. Marketers 15 year look-back window allows them the experience and performance data they need to know when to invest in digital, but also when not to overspend.
  • Mobile marketing represents 66% of growth. This year, we included mobile as a deployment option (akin to desktop) for search, display, or social ad impressions. So you won't see it as its own line item in the forecast. But rest assured, increased use of mobile by consumers, growing familiarity with mobile advertising by marketers, improvements to ad formats, metrics and buying practices, and increasing mobile ad costs will make mobile count for $46 billion of our $100 billion bogie by 2019.
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Lost in Service Catalog Taxonomy? Forrester’s Technology Management Service Catalog Taxonomy To The Rescue!

Eveline Oehrlich
When it comes to your Technology Management service catalog, are you lost in arguments on what to call certain categories of services? What are your service families and what is the next level of service elements?  What are the definitions of the service elements? These questions are just the tip of the iceberg of current projects within I&O organizations in defining the rich and complex world of a technology management service catalogs. I&O teams are struggling to architect foundational service catalogs which will support the standardization and optimization efforts of their service offerings. 
 
With that challenge in mind, Forrester created a I&O Technology Management Service Taxonomy - a collection of many service elements, organized by 13 service families. The research consists of a detailed spreadsheet based tool with a variety of service families, service taxonomies and definitions.  The next steps are to understand the business services and capabilities which are enabled through these technology management services.  Some business services and capabilities are similar from one vertical to another.  Our next endeavor is to capture these services as well.  
 
We'd like to make this a living and breathing Service Catalog Taxonomy and plan to publish updates soon. Please send all comments and suggestions to eoehrlich@forrester.com and cgallacher@forrester.com.

As OpenStack Stabilizes Big Questions Remain for the Foundation

James Staten

At its Paris summit, the OpenStack community celebrated the 10th release of what has become the leading open source Infrastructure as a Service cloud platform software. What stood out about this latest iteration and the progress of its ever-growing ecosystem of vendors, users and service providers was the lack of excitement that comes with maturity. The Juno release addressed many challenges holding back enterprise adoption to this point and showed signs that 2015 may prove to be the year its use shifts over from mostly test & dev, to mostly production. Forrester clients will find a new Quick Take on OpenStack that analyzes the state of this platform and recommended actions here. In this blog post we look at looming questions facing the OpenStack community that could affect the pace and direction of its innovation. 
 

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Inspired By Disruptors, Digital Banking Executives Will Innovate In 2015

Peter Wannemacher

In April, we outlined some of the most powerful forces reshaping digital banking. These include breathtaking growth in the role of mobile banking, unrelenting changes in technology, a crowded field of new competitors and digital disruptors, and rising expectations among customers and prospects.

Now we’ve taken a look at 2015 and predicted a dozen ways digital banking will change in the coming year.* At the center of these predictions is what Forrester calls the age of the customer: A 20-year business cycle in which the most successful enterprises reinvent themselves to systematically understand and serve increasingly powerful customers. To succeed in the age of the customer, digital bank executives must work with partners across their organizations to use business technology — which Forrester defines as technology, systems, and processes to win, serve, and retain customers — to deliver more compelling customer experiences to bank customers.   

You can read the full report with all of our digital banking predictions here. In the meantime, here’s a sample of two:

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Without Transformation, Banks Risk Shifting Down To Low-Speed Banking In 2015

Jost Hoppermann
For several years, we have noted a shift in power from companies to customers. Customers call the shots; they can and do transfer their loyalty when they aren't catered to with engaging customer experiences. The age of the customer has reached the banking industry; as in other industries, banks must change the way they do business to move the customer center stage.
 
Thus, application development and delivery (AD&D) teams must work with their peers across the bank to develop and apply the technology, systems, and processes needed to win, serve, and retain customers, partnering with eBusiness executives leading digital banking initiatives to drive new digital innovations. And this is not just a minority movement: Forrester’s Financial Services Architecture Online Survey 2014 shows that close to 80 percent of financial services firms around the globe work on transforming their application landscape or plan to start doing so within the next two years.
 
To prepare for this transformation imperative, AD&D pros need to be aware of the key trends for banking applications; the emerging and accelerating architecture trends, products, and services; as well as their to-do lists for 2015, which you can learn more about in Peter Wannemacher's Predictions 2015 report. While some banks aren't yet ready to take full advantage of these trends, Forrester believes that AD&D teams must be aware of, learn from, and prepare for eight trends in 2015. Among them:
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