This week I have been travelling to see Forrester’s I&O Leadership Board (FLB) members in Paris and working on my I&O FLB workshop session for Orlando and London happening in October, titled ‘An Outside In Approach To Your IT Strategy’. During my conversations I have been discussing Forrester’s excellent new book entitled ‘Outside In, The Power of Putting Customers At The Center Of Your Business’. It contains great insight and examples on how successful companies are adapting to the “age of the customer” by ensuring experience rich relationships.
So what does 'putting the customers at the center of your business' mean to I&O Professionals?
Firstly, we need to ditch the word ‘users’. It’s a dirty word in my vocabulary as it conjures up images of employees being ‘addicted’ to our IT services. Our employees are not going to go ‘cold turkey’ on us if they don’t get their corporate IT fix. They are our internal IT customers who have feelings, needs and wants plus are increasingly able to source their own technology services to increase their productivity.
Ciscoannounced today its intent to acquire NewScale, a small, but well-respected automation software vendor. The financial terms were not disclosed, but it is a small deal in terms of money spent. It is big in the sense that Cisco needed the kind of capabilities offered by NewScale, and NewScale has proven to be one of the most innovative and visible players in that market segment.
The market segment in question is what has been described as “the tip of the iceberg” for the advanced automation suites needed to create and operate cloud computing services. The “tip” refers to the part of the overall suite that is exposed to customers, while the majority of the “magic” of cloud automation is hidden from view – as it should be. The main capabilities offered by NewScale deal with building and managing the service catalog and providing a self-service front end that allows cloud consumers to request their own services based on this catalog of available services. Forrester has been bullish on these capabilities because they are the customer-facing side of cloud – the most important aspect – whereas most of the cloud focus has been directed at the “back end” technologies such as virtual server deployment and workload migration. These are certainly important, but a cloud is not a cloud unless the consumers of those services can trigger their deployment on their own. This is the true power of NewScale, one of the best in this sub-segment.