Today, the average US smartphone owner spends over 2 hours per day using apps and websites on their device — more time than they spend watching TV. Despite this, most of the time that consumers spend using these mobile devices is to communicate with others. Downloaded social networking and communication apps — messaging, email, and digital video/voice – come in a variety of forms; some facilitate intimate conversation, while others blast a network (or even the public) with a one-way status update. As a whole, these apps achieve some of the highest app reach and engagement rates for both US and UK consumers.
The battle over ad blockers has never been fiercer: Their popularity with consumers is skyrocketing across the globe. Ad blockers offer a better online experience and have become easier to use. But consumers like them as a way to protect their privacy and their data from being misused. Firms increasingly think that their best bet is to block the blockers. But a recent study has shown that this strategy is just a losing game, as it has contributed to the deep decline in traffic figures. And the problem doesn’t end there; the EU recently made its voice heard by saying that blocking ad blockers is a practice that breaches EU privacy rules.
But what about your customers? If you use ad blockers, just think of the last time you wanted to check out an article online but were asked to uninstall your ad blocker first or, possibly worse, to fill in your details to “freely” enjoy your read.
Security, risk, and privacy professionals must be mindful that the privacy practices that they design and enforce have a direct effect on the customer’s interaction with their firms. As much as they think about compliance, they must consider the privacy experience of their customers too. And this is one of the examples where the collaboration with marketing leaders, including customer experience, customer insight, and the marketing leadership, becomes extremely important.
Forrester defines Enterprise File Sync and Share (EFSS) as the technologies that "allow organizations to share and replicate content across multiple devices, distributing files to employees and/or customers or partners outside the enterprise".
Two Forrester Waves on the EFSS market were published recently, segmenting this crowded market into two categories: cloud solutions and hybrid solutions. Forrester clients can access them here:
Businesses can obtain major benefits — including better customer experiences and operational excellence — from the internet of things (IoT) by extracting insights from connected objects and delivering feature-rich connected products.
The mobile mind shift requires businesses to proactively support these IoT benefits for nonstationary connected objects that exist as part of IoT solutions. In particular, the IoT forces businesses to acquaint themselves with the implications of mobility in the IoT context for connectivity, security, compliance with privacy and other regulations, and data management for mobility. This means that:
Mobile technologies are central to most IoT solutions. To date, technology managers have mostly focused on enterprise mobility management (EMM) as part of their mobile activities. This narrow focus is insufficient for IoT solutions.
Mobile IoT is not a technology revolution but a fundamental business process transformation. Mobility requires managers not only to deploy mobile technologies but also to exploit them to support specific business process requirements.
Mobile technologies set the framework for IoT solutions. Mobile has distinct implications for aspects like broadband availability, data management, security, and local data compliance. Ignoring these will undermine your IoT initiatives and return on investment.
My new report, Mobilize The Internet Of Things, provides advice and insights for businesses on addressing these mobile challenges in the context of planning for and implementing IoT solutions.
CRM technologies are more than two decades old. In the early days of CRM, companies leveraged these solutions to provide "inside-out" efficiencies - operational efficiencies for sales, marketing, and customer service organizations. CRM aggregated customer data, analyzed that data, and automated workflows for front line personnel. Companies could easily argue business benefits by measuring operational metrics that were important for the company - like reducing marketing costs, increasing revenues from salespeople, decreasing sale cycle times, better pipeline visibility, decreasing service resolution times, and more.
Today, being successful at CRM builds on yesterday's internal operational and extends the power of these solutions to better support customers through their end-to-end journey to garner their satisfaction and long-term loyalty — a “customer-first” or “outside-in” perspective.
Our data at Forrester shows that good customer experiences correlate to customer loyalty. And loyal customers are more willing to consider another purchase from a company, are less likely to switch business to a competitor, and are more likely to recommend to a friend or colleague – all dimensions that have a direct impact on top line revenue.
At Google I/O today, the company announced a new mobile-centric VR offering called Daydream. The nicely-named Daydream VR builds off of a mobile device platform, much as the Samsung Gear VR add-on device does for Samsung S7 smartphones. Daydream combines three elements:
Android N smartphones optimized for VR. As Samsung has shown with its successful Gear VR efforts, it takes a high-end smartphone with deep pixel density and great graphics performance to effectively drive VR experiences. Google announced that a variety of handset vendors -- including Samsung, LG, HTC, Huawei, and others -- will release smartphones that meet the new Daydream standard. Additionally, Android N will include a number of VR-specific performance optimization features.
Reference design for headset and controller. Google also announced a reference design for both a headset and a controller (see photo). Importantly, the controller is aware of where it is in 3D space, allowing users to interact more richly with their controller than, say, an unseen controller.
Applications and Google Play distribution. Google will move some of its own offerings to Daydream. They've rebuilt Youtube to be more VR-aware, allowing a variety of new video content to be streamed throught Daydream. Google StreetView will come to VR, offering people a more powerful way to explore real-world environments.
New social media scams and marketing #fails are common fodder for water cooler banter today – even a recent episode of HBO’s Veep ran a joke where the President blames a Chinese cyberattack for sending an ill-advised tweet.
An on-demand startup called Peach began delivering lunch to my office recently. Depending on the day, I can order mango chicken curry, mushroom tacos, or eggplant rollatini, and Peach will deliver it at lunch time for about 10 bucks.
I don’t know about you, but $10 a day for lunch is a bit steep — have you seen the cost of daycare lately? But when the only other option is a mediocre on-site cafe, Peach starts to look better by comparison and has great customer service: When a colleague’s lunch was stolen, Peach refunded her the money — no questions asked. I predict that Peach will succeed — at least at Forrester — because it provides the convenience that on-demand companies are known for, paired with great customer experience.
Unlike Peach, though, recent on-demand failures:
Didn’t understand their customers. Helloparking, a Boston startup for finding parking, failed despite multiple pivots. Upon reflection, the founders acknowledged that they “never defined clear hypotheses, developed experiments, and rarely had meaningful conversations with target end users.” What’s worse, they “rarely got out of the building.”
Omnichannel investments are at the top of digital business executive’s priority lists. UK department store John Lewis, among many others, is substantially increasing its capital investment in updating technology systems and operations to support omnichannel and in-store capabilities. But it is still early days for omnichannel commerce, which will be an ongoing initiative requiring continuous optimization. To help digital business executives understand how they currently measure up against peers and competitors, Forrester has published the new omnichannel commerce benchmark as part of the Omnichannel Commerce Playbook 2016. In this new benchmark, Forrester assess 20 leading retailers across the US and UK against omnichannel best practices across key categories – online experience, channel consistency, in-store pickup, and in-store experience.
Our key findings from the survey are:
US Retailers Tend To Score Higher In A Wide Spectrum Of Overall Scores. US retailer scores skew toward the higher end of the wide-ranging scores in this benchmark. US retailers' omnichannel capabilities have leapfrogged those of the UK, reflecting the context of US market competition and greater investment in supporting technology.
A Disconnect Between Touchpoints Remains. Even retailers with higher overall omnichannel scores still have a disconnect between touchpoints to address. Consistency of experience across all touchpoints and ensuring functionality is device-agnostic remain challenges.
I covered the premise of this report in my first blog post — but I’ll summarize it here again: multiple Forrester surveys have shown that B2B buyers strongly prefer to conduct their own research, without ever speaking with a sales rep. Forward-thinking B2B marketers will embrace this change and enable the customer-directed research journey with self-service technologies such as contextual help solutions and virtual agents.
Many B2B marketers may feel that this is a risky move — giving up control and resisting the urge to email or call every prospect who lands on your site and guide them along a carefully crafted content path — but after more than a dozen conversations with vendors and their customers to create my report, I’m more convinced than ever that this is the right thing to do. This is true for lots of reasons, which I cover in the report, but the most important one is that we’re all digital consumers now. So the self-service habits we have all learned over the last decade or so are now preferred behaviors — even for B2B buyers, who now just want to be left alone to find the content they need.