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.
Enterprise technology buyers are moving rapidly to adopt strategies and software to support digital experience (DX) initiatives. And with good reason: Forrester research shows that one of the last remaining areas for differentiation is the ability to provide compelling, engaging user experiences through digital channels. Your customers demand it, and your competition is probably already there (or well on their way).
The road to get there is replete with challenges covering the gamut of people, processes, and technology. For technology buyers seeking to adopt DX tools and technologies, it’s a vast but immature market.
Application development and delivery pros, often on the front lines, face a proliferation of legacy and new technology to manage, engage, and measure customer experiences through digital channels—we’re talking Web sites, mobile channels, and many other digital touchpoints.
Here’s a truism: These professionals frequently encounter systems that don’t live up to their promises. They may be too old or inflexible to support rapidly changing requirements. Tech vendors add to the confusion. Some deliver all-encompassing DX suites, which have varying degrees of successful integration. Others provide pointed solutions that may deliver one part of the DX equation well, but rely on integration with third-party systems to provide a full solution.
The challenge for DX professionals is to determine how best to assess, choose, integrate, and apply the right software solutions to meet strategic DX imperatives. Easier said than done, right?
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: