It’s Risky Doing Digital Half-way

John Wargo

I attended a software-related conference recently; I’m not going to say which one as this is about something I observed at the conference, not about the conference itself. Being a software conference, the conference organizers did a lot of the expected digital stuff: registration, reminder emails and conference check-in. Up to the end of the registration process, everything I did with respect to the conference was handled electronically. The first time I went analog was after I picked up my geek badge (conference credentials) from the printer and went over to a human who handed me my badge holder, backpack and requisite stack of sponsor advertisements.

I dutifully loaded the conference app and proceeded to manage my interaction with the event (session schedule, location of special events and so on) through the app. When attending conference keynotes and sessions of interest, I carried my smartphone and tablet, nothing more, and that’s when it got interesting.

One of the things the conference gave me during registration was a pen. I’m a digital guy; I didn’t have any reason to use a pen, so I dropped it on the desk in my hotel room and carried on. As I approached any conference session, the gatekeeper outside the session would try to hand me an evaluation form. Yes, a paper evaluation form. This is what started me thinking about what happens when you only do digital half-way.

Being digital is like jumping out of an airplane: Once you’re out that door, there’s no getting back in the plane.

In this case, the conference had an app, so I expected to do session evaluations in the app. At each session, I politely informed the gatekeeper that I didn’t have a pen, so I couldn’t do the evaluation. They got to know me and eventually started letting me know they’d have a pen for me the next time, but never seemed to come up with one.

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Customer-Obsessed Businesses Driving Infrastructure Transformation

Robert Stroud

Customers today are hyper-connected and their connectivity is rewriting the rules of business. Access to mobility, social networks, wearable devices, connected cars and hotels managed by robots are rapidly changing the behaviors of how customers engage and purchase. Think how you watch a film, shop or order a taxi.

The disruptive power in the hands of newly tech-savvy customers is forcing every business to evolve into a digital business or perish.

Infrastructure is at the center of the Digital Transformation

The digital transformation requires that organizations evolve their underlying technology infrastructure investments to fuel a business technology (BT) agenda, with technology designed to win, serve, and retain customers. Infrastructure – whether it is managed internally or hidden behind some cloud service – is a big part of the digital in digital business. I&O leaders can no longer simply focus on the same old approach to infrastructure. Internal business operations, or systems of record will remain important, but the emphasis must shift more to systems powering the newer digital customer experience

We are all aware that software is at the center of transitioning every successful business today. This software focus fueled a rapid expansion of cloud services and many argue that there is no longer a necessity to own hardware. This has turned the infrastructure world upside down. Hardware speeds and feeds no longer dominate infrastructure and operations (I&O) professionals' criteria. In some use cases, qualities like the fastest packet-processing chip or largest disk capacity are critical, but they matter less to many of the systems of engagement in the BT agenda. As you design your BT services, be aware of which solution is right for optimizing the customer experience.

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Established Chinese cloud providers hope to succeed in Europe's public cloud market

Paul Miller

When we think about the public cloud, the list of credible providers can sometimes seem rather short.

(The Great Wall of China. Source: Paul Miller)

In North America, Europe, and elsewhere, the same few names tend to dominate. But not in China. There, big local brands continue to command impressive market share. And now they're looking to expand into new territories, including Europe.

Huawei hardware and Huawei's distribution of the OpenStack open source cloud platform power T-Systems' Open Telekom Cloud. This was launched, with some fanfare, at CeBIT in Hannover. 

Alibaba Cloud, which leads the Chinese public cloud market, is also coming to Europe this year.

In my latest report, I take a look at what both Alibaba and Huawei bring to Europe's public cloud market, and ask whether they can repeat their domestic success in this market.

TL;DR - it would be unwise to discount either of them.

Catch The Enterprise Marketing Technology Wave

Rusty Warner

I am pleased to announce TWO new Forrester Wave™ reports for B2C marketers. Today we published the Forrester Wave™: Cross-Channel Campaign Management, Q2 2016 and the Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016. The former will help you compare the 15 leading campaign management vendors, while the latter will help you evaluate 9 vendors that have assembled broader enterprise marketing technology portfolios.

Cross-Channel Campaign Management (CCCM)

Three of the four leading vendors – Adobe, Salesforce, and Oracle – base their CCCM solutions on email service provider acquisitions. All have expanded their cross-channel coverage, and their customer data management and analytics functionality continues to evolve. Conversely, SAS is the only leader among traditional CCCM vendors, because of its customer data management and analytics prowess, as well as evolving digital marketing capabilities.

IBM is a strong performer because of its enterprise CCCM and digital marketing capabilities, but it has yet to fully integrate its acquired assets. Similarly, Selligent is currently integrating its CCCM and digital marketing capabilities for the mid-market. Pitney Bowes and Pegasystems offer solid analytics and RTIM capabilities, though they lag the leaders when it comes to outbound digital marketing. SmartFocus, Emarsys, and Experian are challenging established CCCM and digital marketing vendors with their interaction-focused solutions. RedPoint Global offers customer data management and marketing automation to support CCCM execution.

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Splitwise Is A Fintech Disruptor That Shows The Potential Of Shared Finances

Peter Wannemacher

Note: If you’re a Forrester client, you can jump straight to the full report here.

Two weeks ago, I was lucky enough to spend 10 days in Italy on a vacation with my wife and some friends. As we walked the Path of the Gods, made our own Neapolitan pizze, and enjoyed the gorgeous views of the Amalfi coast, different people in our group would pay for a limoncello here or a glass of aglianico there. As such, our financial activity was a mix of different individuals spending various amounts for a range of stuff. But our group was often too busy having fun to carefully track who paid how much for what and when.

Enter Splitwise* a non-bank mobile app that lets groups of people easily track their spending and settle their short-term debts to each other (see screenshots below). We used it throughout our trip, and it was a breeze.

But why didn’t a bank build this kind of convenient digital offering first? Or why don't more financial providers integrate with Splitwise and other disruptors to build ecosystems of values for their customers? Many bank executives and digital banking teams say their goal is to help customers better manage their finances (and increase retention and engagement by doing so). But too few financial institutions have focused on what Forrester calls the shared finances opportunity. Forrester defines shared finances as:

Any situation in which a person acts as an observer of, partner in, or proxy for another person's finances.

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Marketing With Virtual Reality

JP Gownder

Moonlighting as a contributor to our CMO role's research, I've just published a major new report about how virtual reality will affect marketers, collaborating with Forrester's lead on digital disruption, James McQuivey, PhD.

CMOs and other marketers have four choices when it comes to virtual reality (VR). Most of you should wait and see, because there's no business imperative to invest scarce time and resources in VR this year. But there are three other choices available to digital predators – that is, CMOs at companies that want to shape trends, not follow them:

  1. Crawl – The Coachella music festival went a step beyond providing an event app: they handed out thousands of cardboard VR headsets to attendees. Since festival-goers can't be everywhere at once, they can catch shows that happened on other stages, extending and rounding out the benefits of attendance. They recognized that consumers don't yet own their own VR devices, so they gave them out as part of the experience to deepen engagement.
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It’s Elementary, My Dear Watson: Developers Will Build Cognitive Experiences Bit-By-Bit

Rowan Curran

It seems like nearly everyone is ready (or at least willing) to add intelligence to their applications. Despite the enthusiasm, developers building cognitive applications have encountered some real growing pains. The way we're going about things, it's almost begun to feel like the promise of cognitive computing would collapse like the AI hype in the 1980s or the first robotics hype in the 1960s and 70s. Thankfully, instead cognitive breaking down, we're breaking down cognitive.

Intelligent software is being taken down to the the atomic level so that developers can easily embed cognitive capabilities into applications. Instead of being totally overwhelmed by the breadth of cognitive possibilities, developers can instead use cloud-based API services to pick from among a menu of cognitive services. Services for image recognition, facial recognition, dialog, sentiment analysis, recommendations and more are callable via APIs no fuss no muss - pass the right parameters and the APIs will do the rest. The market landscape of these services is beginning to burst and bloom, much faster than expected. Developers can now build up cognitive applications with IBM's Watson Developer Cloud, HP is augmenting intelligence with Haven OnDemand, Microsoft has recently introduced Cognitive Services, and Google has begun to build the foundations with CloudML.

Are you building applications using these platforms to add more intelligence to your application experiences? What do you think about their potential to help realize the promise of cognitive computing? Let us know in the comments, I'm excited to see what the future holds.

Doubting Thomas Or Devil's Advocate? CX Does Matter To Government

Jennifer Belissent, Ph.D.

During a recent discussion of the Age of the Customer and how it applies to government, one of the participants from a government agency essentially asked why they should care.  The argument was “If I’m providing passport services why does customer experience matter to me? My “customers” can’t walk out that door and find another passport services provider.”  

Needless to say I was taken aback – not shocked really, this is the government after all and not traditionally known for accessible or user friendly services. But personally my experiences have never been as bad as the stereotype of government.  In fact, I just received a new passport in 2 weeks, having been told that it might take 3 – 6 weeks.  And, at least the rhetoric of late has certainly embraced, in principle, more customer centricity in government.  But here it was, the government monopoly argument rearing its ugly head.  At least to play devil’s advocate, suggesting that the sentiment did exist somewhere in the organization.

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Open The Door To Sales Enablement Success

Steven Wright

Open The Door To Sales Enablement Success

After seven months as a Forrester research analyst, with scores of vendor briefings and customer inquiries under my belt, I've seen certain patterns to unlocking sales enablement success emerge. Five Keys To Sales Enablement Automation Success brings together lessons learned from vendors and practitioners to show where B2B marketers should focus their attention. Some considerations to keep in mind – especially when it comes to content: 

  • Design content for conversation. B2B marketers naturally focus on outwardly focused content (PDFs, white papers, videos, third-party, etc.) and use sales enablement automation to make that content visible and easy for sellers to use to engage with buyers. But sellers need more – they need information on how to use content to best engage not with emails and links but in conversation. That’s where the real connection is made.
  • Keep it concise and consistent. Shorter is better. Fewer is better. Whether that’s the amount of content or the places to discover it, less is more. Using analytics, marketers can see what content is used, how often, and by whom. That unlocks insight into how to improve quality, not quantity.
  • Build in collaboration to improve customizing. Sellers will always need to personalize and customize content, whether it's an email, a presentation, or – most frequently – any sort of proposal. Analysis can show what is most frequently changed, and marketers can use that to better understand how to improve content.
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Is "Mobile Approval" An Oxymoron?

Duncan Jones

I’ve recently been studying what a customer-obsessed operating model means for Purchasing functions and the software they use. I've concluded that Purchasing needs to transform its approach to visibility and control, due to the tradical impact that Mobility has on procure-to-pay (P2P) processes. I've been warning ePurchasing software companies for years about the potential impact of Mobility, but while a few visionaries have heard and acted on the message, most are lagging behind. That may be OK while their customers – mostly Finance and Procurement professionals – are similarly behind the times, but they may be unable to catch up when the market finally starts to demand fully mobile solutions. And customer-obsessed organizations will demand mobile P2P solutions, because they need to enable employees to quickly and easily buy the goods and services they need, so that those employees can get on with their main job, which is winning and serving customers.

What the laggard vendors miss is that Mobility is not about a user interface that works on iOS and Android; its about making the software so smart that it works well in a mobile context. Many product managers tell me proudly “our software works the same on a mobile as it does on a PC”, but that completely misses the point; mobile apps needs to work completely differently from the way traditional PC-based software works.

Take requisition and invoice approval as an example. One leading P2P vendor claims that over 70% of approvals are either performed in its mobile app or via its email response feature. I would argue that few of these approvals are worth the paper on which they are rubber-stamped. A manager can check many aspects of a transaction on a PC because they can see a lot of information on their screen and can drill down to investigate potential problems. They can’t do that on a phone, because:

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