The Collaborative Economy Will Drive Business Innovation And Growth

Dan Bieler

Over the past two decades, the Internet has triggered a tectonic shift in the concept of networking — one that has redefined how companies market and sell products. More recently, social media, mobile, and cloud have fundamentally changed the concept of collaboration, enabling businesses, employees, customers, and partners to continuously interact with each other to create innovative new products and services and enhance existing ones. Rising customer expectations and faster product life cycles are forcing companies to adapt to a new style of business: “the collaborative economy.” My new report outlines the core dynamics of the collaborative economy and the implications for CIOs and their business partners:

  • Collaboration is much more than unified communications. It’s not sufficient for the CIO to roll out a unified communications solution; technology solutions alone do not change business processes or support employees’ changing collaborative behavior — let alone alter business models. A modern collaboration strategy requires CIOs to make organizational adjustments in addition to technology planning.
  • Collaboration is becoming part of the corporate strategy. A modern collaboration platform is the foundation for better innovation, faster processes, and greater employee satisfaction, which lead to happier customers and new revenue opportunities. We believe that modern collaboration is part of competitive advantage — and leading CIOs must support it as part of their group strategy.
Read more

How InterContinental Hotels Group (IHG) Makes Mobile Guest Moments Great

Ted Schadler
IHG, owner of InterContinental Hotels Group, wants to fully inhabit the mobile moments of its hotel guests in their journey from booking to arriving to staying to departing. Bill Keen is the Director of Mobile Solutions at InterContinental Hotels Group. You can try out his app here. He shared his experiences making mobile a cornerstone of IHG’s customer strategy in this interview at Forrester's recent Technology Management Forum in Orlando, Florida. My take is that three things drive mobile mind shift success at IHG:
 
  1. Bill and his team relentlessly focus on mobile moments that improve the guest experience, from booking in to in-room services.
  2. Bill’s business team works side by side with the business technology team to build apps. Bill describes a special "team chemistry."
  3. The multi-disciplinary team uses a sophisticated agile process to quickly extend things that work and fix things that don’t.
Read more

Double Down On Data: Who Ya Gonna Call?

Jennifer Belissent, Ph.D.

An explosion of data is revolutionizing business practices. The availability of new data sources and delivery models provides unprecedented insights into customer and partner behavior and enables much improved capacity to understand and optimize business processes and operations. Real time data allows companies to fine tune inventories and in-store product placement; it allows restaurants to know what a customer will order, even before they read the menu or reach the counter. And, data is also the foundation for new services offerings for companies like John Deere or BMW or Starwood.

Read more

Salesforce.com’s PaaS Unification Might Start Now

Stefan Ried

Salesforce.com has two unequal brothers in the platform-as-a-service (PaaS) space. While force.com is the basis and natural extensibility platform for the core CRM system, the Heroku platform acquired at the end of 2010 addresses developers with open source stacks. The two of them could not be more different. Force.com is an application-centric PaaS that attracted a huge ecosystem building add-ons around Salesforce.com’s Sales, Service, and Marketing application. They all work together somehow because of the very limited freedom for developers. All apps usually start with the same canonical CRM data model, use the same data object store, use the same proprietary programing language (APEX), and use the same user interface techniques. That’s why force.com apps or add-ons fit nicely into the business buyer's perspective.

Read more

Mobile Mind Shift In Government Means Mobile Enablement As Well As Engagement

Jennifer Belissent, Ph.D.

Governments face an alphabet soup of digital transformation with eGovernment and mGovernment mandates. Do I hear an sGovernment, anyone? The trend in engaging via new digital channels is clear: 52% of US online adults have engaged in one or more government related activities. For example, 19% have renewed a driver’s license or vehicle registration online, and 16% have paid a bill such as a traffic fine or utility payment. In the age of the customer, government organizations must understand and address the needs of their citizens. For governments, it's the "age of the citizen," with demands for greater transparency and accountability, improved efficiency, and, above all, better service delivery. Citizens no longer accept the shoulder shrug and age-old excuse that government is "like that" when service quality isn't as expected. And, part of that service quality for some is to be able to embrace a mobile moment to look up information or complete a task. Some government organizations hear the call and are making great strides to embrace and enable new mobile delivery channels — where appropriate. But many struggle to invest in what they do consider a strategic initiative. Of those who consider mobility a strategic priority, only 30% in government have increased spending on mobile projects, compared with 51% in other industries.

Read more

In The Grasp Of A Mobility-, Data-, And Multiplatform-Driven Future

Clement Teo

“The future is already here — it’s just not evenly distributed.” This popular quote hit home at the Global Mobile Internet Conference panel on meeting the challenge of global connectivity that I moderated this week. Internet.org is a global partnership between technology leaders, nonprofits, local communities, and experts who are working together to bring the Internet to the two-thirds of the world’s population that don’t have it. Founding partners include Facebook, Ericsson, Qualcomm, Nokia (now Microsoft Mobile), and Opera.

What it means

  • The age of the customer is everywhere. This point was cemented at the conference. Device makers, network infrastructure providers, and app developers have to work with telecom providers to leverage existing 2G/3G assets to tap unconnected subscribers or miss out on business opportunities. Governments also need to help by, for example, providing consistent electricity to homes. Improving the customer experience can help businesses grow.
Read more

Winners Of The 2014 Groundswell Awards (Business-To-Employee Division)

Philipp Karcher
For the past seven years Forrester’s Groundswell Awards have recognized the most innovative social and collaboration programs with a measurable business impact. This year in the business-to-employee (B2E) division we gave out awards in two categories:
 
  • Employee Collaboration. This category recognizes programs that help employees work better together.
  • Employee Empowerment. This category recognizes programs that help employees better serve customers. 
Read more

Getting The Right Digital Leadership

Nigel Fenwick

It's clear that digital leadership is needed to achieve the transformation to a digital business. But does a company need a single digital leader, or do all executives need to become digital leaders?

Last month I published a report on digital leadership that examined the DNA of early digital executives. From this research, we learned that all digital leaders must be able to deliver on digital competencies across three dimensions: strategic, transformational, and operational. The degree to which digital leaders need to emphasize each depends upon the organization's digital maturity (see figure).

What is clear from our research into digital business is that your business needs both the CIO and the CMO to join forces to enable the transformation to a digital business. In conjunction with Forrester's Forum For Technology Management Leaders, we'll be revealing a new piece of research on digital business in 2014. This research digs into the data to reveal that state of digital business across a range of industries — identifying who is currently leading digital initiatives. As well as delivering a keynote at the Forum based on "Unleash Your Digital Business," I'll also be presenting a track session that gets deeper into the question of digital leadership to help you answer the question of who should really lead digital business transformation.

Read more

In Spite Of Similar Business Priorities, CIO-CMO Collaboration Is A Long Way Off In India

Manish Bahl

I’ve just published a report on CMO tech spending trends in India and what these trends mean for CIOs in the country. We found that Indian CMOs’ top two business priorities are addressing the rising expectations of customers and acquiring and retaining customers; 87% and 85%, respectively, of those we surveyed indicated that these are a critical or high priority. Interestingly, Indian CMOs’ business priorities echo those of Indian CIOs: 87% of Indian CIOs previously surveyed by Forrester cited addressing rising customer expectations as their organization’s top business priority (figure below).

                                 

Despite these common goals, our findings reveal that Indian CMOs are driving their own tech agendas by:

  • Accelerating the growth of their tech budgets. 62% of the Indian CMOs we surveyed plan to increase their technology budget in 2014, whereas just 41% of them actually managed to do so in 2013.
  • Establishing their own technology departments. Forrester estimates that 30% to 40% of CMOs in India have no working relationship with their CIOs. About 40% of marketing leaders are gravitating toward establishing a technology department within marketing.
  • Getting more involved in planning sourcing strategy and selecting marketing technology vendors. About half of the surveyed CMOs get involved in setting the overall sourcing strategy, aggregating demand for technology products or services, and selecting vendors to meet their requirements.
Read more

62% Of Indian CMOs Will Increase Their Tech Budget In 2014

Manish Bahl

I just published a report on CMO tech spending trends in India and what these trends mean for CIOs in the country. For this report, we surveyed 101 CMOs in India to understand business and marketing priorities, marketing spending on technology, key tech management challenges, and how digital engagement is shaping marketing technology trends in the country. Key highlights from the report:

  • The age of the customer demands that CMOs become customer-obsessed leaders. Indian CMOs’ top two business priorities are addressing the rising expectations of customers and acquiring and retaining customers; 87% and 85%, respectively, of those we surveyed indicated that these are a critical or high priority. Focusing on customers is not new for CMOs; what has changed is the pace at which customer expectations are rising.
  • CMOs are responding by driving their own tech agendas. Today’s customers want faster and better service — and CMOs are looking to technology to make that possible. Sixty-two percent of the Indian CMOs we surveyed plan to increase their technology budget in 2014, whereas just 41% of them actually managed to do so in 2013. About 30% of marketing leaders are gravitating toward establishing a technology department within marketing in order to become self-sufficient. They’re investing in mobile apps, customer analytics, and are looking for new suppliers in winning digital engagement strategy.
Read more