It's A Marathon, Not A Sprint: Making The Switch To Customer-Driven Marketing

Update: The following post was written prior to today's shocking events at the Boston Marathon. All of Forrester sends out thoughts, prayers, and well-wishes to the runners, spectators, and their families affected by this senseless violence. — Cory

Today is just tax day to most of the US, but here in Boston, it's much more likely to be referred to as marathon Monday. Indeed, thousands of runners and wheelchair athletes are currently moving toward the finish line in the 117th running of one of the world's most famous and popular races: the Boston Marathon. For some, the goal is just to finish, while others are out to set personal records. And all have been training with a regimented, well-planned routine for months in anticipation of the big day. Marketers should take a page out of the marathoner's playbook when it comes to making the switch to the customer life cycle, a customer-driven marketing approach that will help your organization succeed in the age of the customer. CMOs in particular have the responsibility of transitioning marketing to a customer-first philosophy, and my latest report, "Evaluate The Completeness Of Your Marketing Effort," will help you get there (subscription required).

Read more

The Era Of Now And The Age Of The Customer — Why Resiliency Is More Critical Than Ever

We live in the era of NOW. If a website takes too long to load, or doesn't load at all, we will move on in a matter of milliseconds. If an ATM can't dispense cash — unacceptable. Our favorite online store is unavailable — unheard of. Not only have our expectations risen to astronomical heights, but our increasing dependence on technology means we can't cope without it. If our electronic medical records are unavailable — lives are at stake. If the utility's critical IT systems go down — millions are left without power.

Read more

ITSM Goodness: How To Up Your IT Service Management Game In 7 Steps

This blog has been contributed by Barclay Rae, an independent management consultant, and is the first of a new series of blogs written by IT service management (ITSM) thought leaders. Please read in Barclay's Scottish brogue ...

ITSMers often need help

Much of the demand for knowledge and support that I see in my regular consulting work centers around a simple request: “what are the key things to be doing for successful IT Service Management?”

People tell me they’ve read ITSM books and been trained (and certified) in ITIL and other frameworks, but because there’s so much content, plus multiple processes and standards. They lack a clear understanding of where to start and how to focus on what is important and successful in practice.

Focus on the critical activities

For me there’s a critical set of activities and actions that need to be achieved in order to deliver quality and effective service delivery – customer engagement, service definition, service desk quality, problem management, reporting and metrics, organizational change, and marketing. For many years this is what I’ve provided via workshops and consulting, and now I’ve turned this into a simple, straightforward, and practical approach and portfolio of knowledge – ITSMGoodness.

Read more