In the Age Of The Customer, executives don’t decide how customer-centric their companies are – customers. In an attempt to move the needle on customer service operations, in order to keep customers satisfied and loyal to your brand, these are the top trends that you should be paying attention to. You can get my full report here.
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Trend 1: Customers Demand Omnichannel Service
Customers want to use a breadth of communication channels for customer service. Across all demographics, voice is still the primary communication channel used, but is quickly followed by self-service channels, chat and email. In addition, channel usage rates are quickly changing. Customers want consistent service experiences across these channels. They also expect to be able to start an interaction in one channel and complete it in another. In 2014 and beyond, customer service professionals will work on better understanding the channel preference of their customer base, and guiding customers to the right channel based on their on the complexity and time-sensitivity of their inquiry.
Trend 2: Customer Service Will Adopt a Mobile-First Mindset
We're now accepting entries for the 2014 Forrester Groundswell Awards — the deadline is February 28 — and we'd love to recognize your social marketing programs at our Marketing Leadership Forum this April. But in what category should you submit your program?
Just as in 2013, our award categories are based on Forrester’s marketing RaDaR research. Both our business-to-consumer (B2C) and business-to-business (B2B) awards will offer four categories:
Social reach. This category recognizes social programs that delivered marketing messages to new audiences. (After all, people can’t discover what you’re selling if they’re never exposed to it.) If your social program was designed to create awareness for your brand or product or promotion, it was probably an example of social reach marketing. If you focused your efforts on word-of-mouth marketing, paid social advertising, or thought leadership work, it also probably fits into this category.
Social depth. This category recognizes social programs that helped prospects explore your products in detail and make a purchase decision. If your social program was designed to close existing prospects or leads, it was probably an example of social depth marketing. If you focused your efforts on on-site social tools like blogs, ratings and reviews, or communities that help prospects get information from existing customers, it also probably fits into this category.
Application development and delivery (AD&D) professionals in retail must contend with established categories of packaged apps for store operations, eCommerce, supply chain, and loyalty.
But most packages hail from the pre-digital disruption era of mono-channel retail — store or eCommerce.
AD&D pros must chart an application upgrade and integration course that delivers omni-channel consumer experiences despite the incompatibility of the package data models with new use cases such as click-and-collect or buy online, return in store.
I've had a preview of the new FUJITSU Retail Solution Market Place and I'm excited because it helps retailers to orchestrate the applications and data they already have to meet consumers' cross-channel expectations.
I am moderating a panel at the World Economic Forum in Davos in two weeks. The title is: "The New Digital Context -- What societal, economic and technological forces are shaping the digital landscape?"
During 2014, we’ll pass a key milestone: an installed base of 2 billion smartphones globally. Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations — it will transform your entire business. 2014 will be the year that companies increase investments to transform their businesses, with mobile as a focal point.
Let’s highlight a few of the mobile trends that we predict for 2014:
Competitive advantage in mobile will shift from experience design to big data and analytics. Mobile is transformative but only if you can engage your consumers in their exact moment of need with the right services, content, or information. Not only do you need to understand their context in that moment but you also need insights gleaned from data over time to know how to best serve them in that moment.
Mobile contextual data will offer deep customer insights — beyond mobile. Mobile is a key driver of big data. Most advanced marketers will get that mobile’s value as a marketing tool will be measured by more than just the effectiveness of marketing to people on mobile websites or apps. They will start evaluating mobile’s impact on other channels.
The Forrester Asia Pacific team is currently meeting in Bangkok to discuss how we support our clients in the age of the customer. Meeting friends and colleagues overseas is always a great experience. We get away from our desks and exchange ideas, bringing focus to our efforts for the following year. But, of course, you have to get everyone to the destination venue for this to happen.
One of the first things we always end up discussing on first meeting one of our colleagues is the quality of the journey. “How was your flight?” is the first question we end up asking each other. As I talked with two of my colleagues from Sydney, I learned that all three of us had been on the same Qantas flight to Bangkok that same afternoon. As we compared our journeys, it was amazing to discover that we had had three markedly different experiences, despite all being on the very same aircraft.
I was in economy, having paid a little extra for emergency exit seats. The flight wasn’t full, so I had a row of three seats to myself. Lots of room to spread out, and the flight was very quiet, easy, and uneventful. My experience, though, was of an older plane with technology that was, frankly, no longer meeting my minimum standard. The entertainment units were old and tiny, and the user interface was absurdly complex. But because I was comfortable, I was willing to overlook it.
One of my colleagues, the regional sales director from Australia, was one section ahead of me on the plane, also in economy. She reported a nightmare flight with no air conditioning, poor food, and crowded seats. Her experience was quite negative. We both ate the same food, but her experience of it was undoubtedly influenced by the hot temperatures and crowded seating.
While the consumerization of IT marches on, in its footsteps lurks the specter of unknown risk. We live in a world of zero-sum games of litigation where suffocating regulations are the norm, and failure to comply can draw millions in fines and lawsuits. Technology diversity multiplies the challenge of maintaining compliance — it’s no wonder so many IT shops take a one-size-fits-all approach to workforce computing and forbid bring-your-own-device (BYOD). But it doesn't have to be this way. It’s possible to craft an approach that brilliantly achieves the conflicting goals of embracing BYOD and consumerization while slashing the risks and costs at the same time. Our recent research on the topic comes from working with lawyers and auditors who specialize in technology law and compliance reveals that it can indeed be done.
You Still Have to Act But the Cure is Often Worse Than the Disease
The technology attorneys we interviewed for this research agree — once you learn that BYOD is happening in your organization, you have a legal obligation to do something about it, whether you have established industry guidance to draw on or not. The answer is seemingly simple: Take action to stamp out the risk. However, the answer isn't that straightforward because:
The more restrictions you put in place, the more incentive people will have to work around them and the more sophisticated and clandestine their efforts will be.
There is no data leak prevention tool for the human brain, so arguably the most valuable and sensitive information walks around on two legs and leaves the building every night. Accepting this is important for keeping a healthy perspective about information risk on employee-owned devices.
I am currently in the process of wrapping up a report on implementing cloud collaboration solutions in Asia Pacific. For this report, I interacted with technology vendors, collaboration service providers, and customer organizations to understand the current state of cloud collaboration adoption in Asia Pacific and the drivers and key criteria that organizations need to consider when evaluating a solution and service provider. Three distinct business scenarios emerged as the most appropriate for cloud collaboration services deployment:
To reduce the total cost of ownership. Compared with an on-premises infrastructure, public cloud deployments offer a lower total cost of ownership to individual companies, as multiple customers share the service provider’s infrastructure and associated costs such as hardware, software upgrades, and IT maintenance. While it’s beneficial for organizations across all segments, it’s especially advantageous for small and medium-size businesses with limited IT budgets and small IT teams.
Implementation in greenfield projects. Existing legacy communications infrastructure investments discourage customers from adopting cloud solutions. But this works well for newly established companies, as it offers better flexibility and efficiency at a lower operating cost — a critical business requirement, especially during the first few years of operation. Furthermore, lower upfront expenses help customers boost business agility and utilize funds for functions that are critical to operations and help them gain a strategic advantage in the marketplace.
Digitally empowered customers are disrupting every industry; the age of the customer brings with it some inherent risks that will push organizations to increase spending on security software. In Asia Pacific, security software has leapfrogged other software categories and leads the region in terms of expected software spending growth in 2014 (see figure below).
We believe that the high growth in security software spending in Asia Pacific is primarily due to the following risks related to the age of the customer:
Migration to public cloud services. In a recent survey, 41% of Asia Pacific firms identified public cloud and other as-a-service offerings as a high or critical priority for 2014. Increased adoption of public cloud-based services like storage and disaster recovery is stretching the attack surface, exposing enterprises to a variety of security issues related to confidentiality, integrity, availability, and accountability. In response, firms must strengthen their security infrastructure.
Increased mobility. Nearly 45% of the Asian organizations in our survey identified mobility as a high or critical priority for 2014. As enterprises introduce mobility into their environment and add devices to support the initiative, the footprint of their infrastructure increases. The new access points attached to the network create opportunities for attackers to break into the infrastructure directly or via mobile application portals that provide gateways to protected, sensitive data.
We talk about the mobile mind shift at Forrester Research -
"The expectation that I can get what I want in my immediate context and moments of need."
Mobile gives us unprecented control over more things in our lives - our schedule, our commute, our thermostat, our finances, etc. Mobile also gives us confidence we need - whether it's knowing we'll be on time or that there is enough money in the bank to cover our next purchase.
I've been connecting stuff not only to get a sense of what works and what doesn't or what is a good experience and what is poor, but also to get a feeling for how much control I get, how I change my behavior, how much more confidence I feel in making decisions and so forth. I've been wearing fitness wearables for almost two years. I'm also collecting data to see what I use, how I use it, what is useful, etc. My dog now wears a pedometer. (More later on that). My husband has one. My friends do.
So - my latest experiment is putting a tracker on a plant - no, not to see where it goes, but to check its health and allow it to talk to me - tell me what it needs.
I'm not sure if the experiment will go much beyond this first week so I'll post some images now.
CES was this past week - look to my colleague's Frank Gillett, JP Gownder or Michele Pelino for more on wearable technology.