As digital disruption continues its unstoppable march, digital engagement is rapidly evolving and customers’ expectations that they will get what they want during moments of digital interaction continue to grow. Now more than ever, firms need to understand their customers during and across these moments — and use this understanding to surprise, delight, and personalize. To do this, firms and their insights pros need to cultivate digital intelligence (DI), which Forrester defines as:
The practice of developing a holistic understanding of customers across digital touchpoints for the purpose of optimizing and perfecting the experiences delivered and decisions made by brands during moments of engagement.
To build a holistic understanding — and synchronize engagement optimization — across a growing digital customer engagement edge, firms have procured a plethora of DI tech to deliver capabilities such as web analytics, mobile analytics, behavioral targeting (personalization) capabilities, and more. Initially, the tech was procured in isolation by various relevant teams, including those for web, digital, marketing, mobile, and products. But leading practices have reached a tipping point; they are starting to mature their DI strategies to the point of coordinating the adoption and integration of this tech. The result is that the last 18 months have shown a growth in interest and adoption of platformsthat deliver multiple DI capabilities.
I’ll be brief, because I know you’re busy. If you’re a customer-obsessed marketer, you should plan to attend Forrester’s annual Forum designed just for you – MARKETING 2016. Join us and 600+ marketing leaders in New York City on April 26-27 as we dive deep into the issues that matter most to you. Our agenda this year is comprised of five sections:
1. Thriving In The Post-Digital Age: Led by our own VP/Principal Analyst Shar VanBoskirk, hear our latest research on what it takes to succeed as a marketing leader in a world where digital embeds in everything.
2. Customer Understanding: Sick of all the noise about big data? Join VP and Research Director Srividya Sridharan as she uncovers how to move from data, to insights, to business action.
3. Contextual Engagement: Principal Analyst Rusty Warner will be joined onstage by eBay and J&J as they discuss best practices in using situational context to drive deeper customer engagement.
4. The Leadership Question: Forrester’s Michelle Moorehead will moderate a superstar panel on the changing leadership role for CMOs.
5. The Power Of Trust: Principal Analyst Fatemeh Khatibloo will discuss how your ability to manage consumer privacy will be a key differentiator in building trust.
A few weeks ago, I learned that my credit card number was part of a large data breach and that I needed to cancel it immediately. My first thought? Panic and trepidation — what if someone already charged on my card? What about the companies that I have recurring payments with — will they reject them and charge me fees? How do I remember all of the companies with which I even have recurring payments?
As all of these questions entered my mind and I started questioning my loyalty to Capital One, I received the following email (pictured) explaining what I needed to do as a customer and the companies that I needed to contact:
Capital One not only provided immediate relief but also demonstrated awareness of my individual profile and what could make or break my specific customer experience. It implemented personalization at a critical "moment of truth."
I'm just back from two weeks in Hong Kong, where I'd been invited to give a keynote at the 10th anniversary conference of the Business Information Industry Association. Since I was there, I took the time to meet with some fantastic Forrester clients in industries ranging from travel to insurance to retail to consulting. In nearly every discussion, whether I was speaking to a BT or a marketing exec, we eventually got to the topic of the "privacy-personalization paradox."
This is an issue I've explored extensively, and have written about before. It's a challenge that marketers in the US dabble with when they're considering investments in tools like retail beacons and cross-device identity resolution. But it was enlightening to hear about the challenges that firms in APAC face: antiquated privacy laws, a dearth of third-party consumer data, and even the incredible difficulty of compiling a single customer view across their own first party data. Interestingly, though, the solution in both markets is similar: preference management.
In the coming weeks Forrester will publish its annual set of predictions for our major roles, industries, and research themes — more than 35 in total. These predictions for 2016 will feature our calls on how firms will execute in the Age of the Customer, a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers.
In 2016, the gap between customer-obsessed leaders and laggards will widen. Leaders will tackle the hard work of shifting to a customer-obsessed operating model; laggards will aimlessly push forward with flawed digital priorities and disjointed operations. It will require strong leadership to win, and we believe that in 2016 CMOs will step up to lead customer experience efforts. They face a massive challenge: Years of uncoordinated technology adoption across call centers, marketing teams, and product lines make a single view of the customer an expensive and near-impossible endeavor. As a result, in 2016 companies will be limited to fixing their customer journeys.
CMOs will have good partners, though. As they continue to break free of IT gravity and invest in business technology, CIOs will be at their sides. 2016 is the year that a new breed of customer-obsessed CIOs will become the norm. Fast-cycle strategy and governance will be more common throughout technology management and CIOs will push hard on departmental leaders to let go of their confined systems to make room for a simpler, unified, agile portfolio.
Vendors across the board are building tools to add context-driven personalization features to mobile apps. Specifically, we see new offerings from vendors in personalization, mobile analytics, API management, predictive analytics, artificial intelligence, and the digital agencies for product and content recommendations, in-app messages, and voice-driven digital assistance.
Marketers and developers are jumping at these solutions because creating more personalized digital experiences will be critical to remaining competitive. And as CIOs rationalize a larger software platform strategy, these solutions will plug specific mobile engagement gaps along the way.
Want to hear more? In our new brief, Vendors Scramble To Enable Contextual Mobile Moments,we examine how different groups of vendors extend their capabilities to compete in the arms race to deliver contextual mobile apps and provide guidance for CIOs on managing the myriad solutions entering their organization.
Last year, we saw mobile apps getting smarter, tapping a wider range of personal data to anticipate and deliver in-the-moment needs before a customer takes action. Google is in the lead with Google Now, but Apple and Microsoft also signal interest in this space. Much like the VIP concierge services of major credit cards and airlines, these apps have the potential to form intimate customer relationships and increase affinity for products and services. And they are resetting expectations in a new paradigm we call the mobile mind shift — the increasing expectation of individuals that they can access any service, in context, in their moments of need.
You have an opportunity to play in the game, but to a different tune, one that enriches your brand by enhancing existing scenarios, engagement points, and relationships.
In 2014 and 2015, we anticipate that customer-obsessed companies in verticals such as retail, finance, and insurance will introduce and develop proactive features in their mobile loyalty apps. CIOs should expect an influx of requirements from marketing peers leading such efforts. With the opportunities will come challenges on three dimensions:
1. Business strategy. Proactive experiences can reap extraodinary rewards but can also lead to devastating consequences. For example, achieving 85% accuracy with your recommendation engine appears to be a success — until you consider the diminishing returns of a 5x penalty on trust factor for that 15% you got wrong.
Over the past 12 months, I’ve taken a number of client inquiries on globalization and multilingual strategies. But in all cases, it turned out that the challenge wasn’t really providing multilingual support. Instead, organizations are struggling to meet demand among customers, suppliers, partners, regulators and others for direct access to core enterprise systems from multiple regions, often through mobile devices or pervasive web applications. So the real question is: How are user engagement strategies affecting our ability to achieve a single, global business and technology platform that supports the increasingly pervasive use of mobile technologies?
This is now a top-of-mind consideration for many companies, especially as emerging markets are an increasingly important part of their global business strategies. The challenge is how best to tailor and adapt their products and services to capitalize on these emerging market opportunities without losing the benefits of economies of scale and the requirements for global transparency and compliance. And it’s not just about global IT service delivery; it’s about how technology can now serve the unique needs of both internal and external users, particularly where major differences may exist across language, culture, law, infrastructure, geography, value systems, and the economy.
Sarah Rotman Epps is the senior analyst on my team who leads our research on tablets (and consumer computing) for product strategy professionals. She’s written extensively about the future of tablets but also about the characteristics of software and media experiences that succeed on tablets. (Forrester clients can read “Best Practices for Media Apps,” for instance). At the same time, I have written about how mass customization is finally the future of products in an age when customer-centricity reigns.
Tablets and configurators – the typical tool that consumers use to co-design customized products – are a match made in heaven. They share a number of characteristics that product strategists should consider when developing mass-customized product interfaces. For example, they both: