The Big Deal About Big Data for Customer Engagement — We Are Keen To Hear From You!

We’ve all heard, spoken about, or at least mentioned big data as a key trend for the technology industry in the past year. While it’s a no-brainer that big data is definitely affecting businesses today, little has been said about its relevance and how it affects consumer engagement. In an effort to make sense of this hype and decode the impact of big data on organizations’ relationships with customers, I’ve decided to write a report entitled “The Big Deal About Big Data For Customer Engagement.” Yes, big data is definitely a big deal — in fact, it’s a bigger deal if not handled with prudence!

To better understand this space, I’m keen to engage with both vendors and senior decision-makers at organizations that are either currently grappling with big data or planning to launch a project to manage this situation.

Once I hear from you, I or one of my colleagues will reach out to you with a premise document that covers the main questions that I would like to discuss with you during the course of a 30-minute interview. Just to share with you, we are looking at conducting these interviews over the next month. It goes without saying — but it’s best when said — we will honor all requests for confidentiality and will send you a copy of the report when it is published.

Please leave a comment with your contact details or send me an email at sgogia (at) forrester (dot) com.

Indian CIOs Are At The Crossroads Of Their Future Role; Change Or Fall By The Wayside

I presented the keynote at the Biztech2 event in Mumbai last week. It was a big evening, as almost all key Indian CIOs were present at the event. The theme of my keynote was “The Empowered BT CIO,” which triggered some interesting thoughts, as all of the discussions that I had after the presentation were mainly around “business” with hardly any mention of “technology.” Below are the key points mentioned by CIOs in my discussions with them:

  • “We do all the work and business leaders take all the credit. But if something goes wrong, we are the ones who get the blame.”
  • “The money is with the finance and marketing departments, and we have to depend on them for our budget. My CEO should change this structure.”
  • “I don’t have followers in my organization.”
  • “My organization doesn’t give me the same importance as it gives the CFO or CMO.”
  • “Through technology innovation, I helped the company reduce IT spending and save money.”

All of these points have one thing in common: “my present role and issues that I face today.” But no one talked about their future role! My response to them was consistent, as I categorically highlighted that CIOs have two options:

  • Continue with your current approach — but then the future role of the CIO will be dismal.
  • Step up and take the challenge to shape the business. Take it as an opportunity to transform your role in the empowered world.
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The Cult Of ITIL: It Has More Followers Than You Think

OK ITIL, the IT service management (ITSM) best practice framework, is neither a cult nor a religion, but hopefully I grabbed your attention.

The point of this short, but hopefully interesting, blog is that when we usually think about ITIL we normally focus on the IT service management and IT operations organizational domains as its playground. And, while we appreciate that other IT roles might have an interest in ITIL (especially enterprise architects or those looking at DevOps), I imagine most will be surprised at the following percentage readership demographic for my recent “Adopting ITIL” report.

Percentage split of Adopting ITIL readers across Forrester “role types”

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Turning Data Into Business Value

Join us at Forrester’s CIO Forum in Las Vegas on May 3 and 4 for “The New Age Of Business Intelligence.”

The amount of data is growing at tremendous speed — inside and outside of companies’ firewalls. Last year we did hit approximately 1 zettabyte (1 trillion gigabytes) of data in the public Web, and the speed by which new data is created continues to accelerate, including unstructured data in the form of text, semistructured data from M2M communication, and structured data in transactional business applications.

Fortunately, our technical capabilities to collect, store, analyze, and distribute data have also been growing at a tremendous speed. Reports that used to run for many hours now complete within seconds using new solutions like SAP’s HANA or other tailored appliances. Suddenly, a whole new world of data has become available to the CIO and his business peers, and the question is no longer if companies should expand their data/information management footprint and capabilities but rather how and where to start with. Forrester’s recent Strategic Planning Forrsights For CIOs data shows that 42% of all companies are planning an information/data project in 2012, more than for any other application segment — including collaboration tools, CRM, or ERP.

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Social Technologies Will Drive Businesses To Focus On The Complete Customer Experience

Consumers across Asia Pacific are using multiple touchpoints to obtain and share information and purchase products and services. Organizations — both public and private — are struggling to support and enhance these new customer experiences across rapidly evolving channels like application marketplaces and mobile devices that are increasingly contributing to revenue growth.

  • Customer relationships will continue to change faster than CRM tools. Organizations are unable to cater to non-traditional touchpoints using their legacy systems. They are beginning to understand how these new touchpoints are impacting engagement at every phase of the customer lifecycle and across multiple channels and touchpoints. Organizations that truly value customers will invest in social tools (and platforms) in 2012 to better manage relationships.
  • Organizations will increasingly be forced to evolve from "transactional" customer interaction methods to customer "engagement." Organizations across multiple industries like FMCG (fast-moving consumer goods), retail, professional services, and media & entertainment in Asia Pacific are already thinking about the customer lifecycle beyond legacy CRM tools — which were typically designed to support organizational processes, not customer ones. Over 2012, we expect organizations across Asia Pacific to expand their use of social technologies, mobility solutions, and analytics to improve engagement.
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