Developers And Their Business Counterparts Are Caught In A Trap
They swim in game-changing new technologies that can access more than a billion hyperconnected customers, but they struggle to design and develop applications that delight customers and dazzle shareholders with annuity-like streams of revenue. The challenge isn’t application development; app developers can ingest and use new technologies as fast as they come. The challenge is that developers are stuck in a design paradigm that reduces app design to making functionality and content decisions based on a few defined customer personas or segments.
Personas Are Sorely Insufficient
How could there be anything wrong with this conventional design paradigm? Functionality? Check. Content? Check. Customer personas? Ah — herein lies the problem. These aggregate representations of your customers can prove valuable when designing apps and are supposedly the state of the art when it comes to customer experience and app design, but personas are blind to the needs of the individual user. Personas were fine in 1999 and maybe even in 2009 — but no longer, because we live in a world of 7 billion “me”s. Customers increasingly expect and deserve to a have a personal relationship with the hundreds of brands in their lives. Companies that increasingly ratchet up individual experience will succeed. Those that don’t will increasingly become strangers to their customers.
Messy, siloed data can lead to a muddled understanding of your customers and your business. The result: business goals suffer. Master data management (MDM) can help and Forrester Senior Analyst Michele Goetz is just the expert to explain it. Learn what MDM is in less than 3 minutes in this episode of Instant Insight.
About Forrester Instant Insight
Navigating the fast-changing world of business technology is a constant challenge. Forrester Instant Insight aims to provide simple, complete answers to some popular questions. Our goal: You will watch the video and be enlightened in 5 minutes or less.
This Forrester Instant Insight was produced by Mike Gualtieri, Rowan Curran, and Sarah Bookstein
Click. That’s the sound of me taking a picture of a check with my smartphone to make a bank deposit. Mobile banking is getting very interesting and innovative, which is why one in four US adults are active mobile bankers. It’s only going to get bigger and better, says Forrester senior analyst and mobile banking expert Peter Wannemacher. He says, “Mobile banking will become the hub of many customers’ banking relationships.” And he has some strong advice for banking executives who too often have a haphazard mobile strategy. In this episode, TechnoPolitics asks Peter:
How is mobile banking adoption progressing?
How is innovation in mobile banking (such as mobile deposit) is driving consumers to mobile-first banking?
What should banking executives do to dominate the future of mobile banking?