Forrester Continues To Lead CX Research In China And Shares The Vision With Chinese Practitioners

Travis Wu

Forrester conducted another successful conference last Friday, September 1, at our Customer Experience (CX) Marketing Shanghai 2016 Forum.With insightful content, influential industry speakers, and great event organization, we are grateful for the excellent feedback that we received from the delegates who were present.

A total of 190 CX and marketing professionals attended this event, joined by 23 Forresterites from all over the globe. As the event host, I was approached by many attendees during the networking breaks and at the end of the event who unanimously expressed their appreciation and their willingness to work with Forrester for their CX initiatives. CX, though in its early stage in the China market, is getting traction from senior leadership in many organizations, and Forrester is definitely at the forefront of CX research in challenging thinking and leading change.

Forrester analysts and our distinguished guest speakers shared their insights into the following topics with the audience:

  • Innovation. From the latest digital trends to design thinking, companies now have access to an arsenal of methodologies and tools to improve their CX and drive sustainable business growth with CX excellence.
  • Social. Social media is indeed an integral part of our lives, and CX and marketing pros ought to leverage it to take their CX to the next level. Speakers from Tencent, IHG, Decathlon, and Social Touch showcased their thought leadership in this area and demonstrated that social media can help up your game and generate tangible results.
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Google Pitches In To Declutter The Mobile Web

Danielle Geoffroy

On their constant quest to enable users to quickly find the best answers to their questions, Google announced last week that starting in January 2017,  they will bury mobile websites where the content is blocked by intrusive interstitials. In other words, mobile websites that have pop-up ads won’t rank as high in Google’s search results.

 

We’ve all felt the pain of having to hover our finger over the  closeout sign of a large ad, before we can get to the content we set out to find. This frustrates us, and takes away from the immediacy we desire in mobile moments.

 

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Facebook Violates Rule #2 Of An Insights-Driven Business: Marry Algorithms And Expertise

Ted Schadler

Facebook can't buy a break with its newsfeeds. Every time it changes the model, somebody complains. But its latest snafu -- turning over the job to an algorithm without expert oversight is not the answer. Posting a fake story just isn't smart. It's not insights-driven; it's head-in-the-sand.

(The provenance of this image is opaque. If you own it, please let me know so I can attribute it properly.)

An insights-driven business is built differently and operates differently. As we say in our report

  • Rule #2: Marry algorithms and expertise to continuously improve outcomes. Algorithms are not a secret sauce; they are a model of the real world. If the algorithm says X and the expert says Y, then there's room to improve either the algorithm or human understanding. Innovators like Allstate Insurance (and Memorial Sloan Kettering Cancer Center) accomplish this by putting product experts (or oncologists) and data scientists in a room to continually refine their cognitive assistants. (see endnote 9)
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Google Will Attack Popup Ads On Smartphones -- Hallelujah!

Ted Schadler
We've all experienced this garbage:
 
  1. You are on your smartphone.
  2. You find a link that you hope will help you in a mobile moment.
  3. You click with the great hope that it will be exactly what you need.
  4. Some irrelevant popup ad grabs you by the arm and blocks your path.
  5. You suffer through the ad or the countdown before getting to the site. (And feel angry or bad doing it.)
  6. Now you finally find out: Does the website help or have you clicked in vain?
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Frugal Innovation Supports Customer-Obsessed Innovation

Dan Bieler

Photo: Indian By Design

The age of the customer demands that businesses drive innovation at ever faster speeds and with limited budgets. More than ever, innovation is of the essence, and innovation must be cost-effective. Frugal innovation offers an alternative approach to driving innovation as it is based on the tenet to do “more with less” in contrast to the widespread practice to increase the R&D budget. Frugal innovation:

  • Opens opportunities to cater to people “at the bottom of the pyramid.” Traditional R&D often ignores those customers with lower purchasing power. Frugal innovation specifically targets this customer segment, opening up opportunities for new revenue streams.
  • Is complimentary to traditional R&D, not a substitute. Frugal innovation will not replace traditional innovation, but it will add a new approach to drive innovation.
  • Requires a change of mindset and a different approach to innovation. The frugal innovator’s mindset sees constraints not as a disadvantage, but an opportunity. Frugal innovation supports and furthers a mindset for global innovative collaboration.
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The Demand For Industry-Specific CRM Explodes

Kate Leggett

Horizontal CRM solutions — as mature as they are (and they have been around for 20+ years) — don't always do a good job at supporting industry-specific business processes. Consider these examples: CRM users in manufacturing need capabilities to track projects, schedules, time sheets, labor efficiencies, and equipment inventory in addition to core CRM attributes. Alternatively, a real estate professional would like to use CRM to track not only client contact information but also additional data elements such as properties, lease/sales comps, and stacking plans, which illustrate how healthy a property is in terms of tenants and leases.

So, over the years, CRM vendors have built vertical market software applications from the ground up for specific industries. Historic, heavyweight on-premises applications — like Oracle Siebel, with 21 built-on industry verticals — are giving way to newer, more agile software-as-a-service vertical offerings that offer scripted best practices. And other vendors have taken a different tactic and developed lighter-weight systems of engagement to consolidate and visualize data from disparate systems to drive better decision-making. This leaves a CRM buyer with three options to choose from:

CRM Type

Description

Pros

Cons

Horizontal CRM

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On-Premise Hadoop Just Got Easier With These 8 Hadoop-Optimized Systems

Mike Gualtieri

Enterprises agree that speedy deployment of big data Hadoop platforms has been critical to their success, especially as use cases expand and proliferate. However, deploying Hadoop systems is often difficult, especially when supporting complex workloads and dealing with hundreds of terabytes or petabytes of data. Architects need a considerable amount of time and effort to install, tune, and optimize Hadoop. Hadoop-optimized systems (aka appliances) make on-premises deployments virtually instant and blazing fast to boot. Unlike generic hardware infrastructure, Hadoop-optimized systems are preconfigured and integrated hardware and software components to deliver optimal performance and support various big data workloads. They also support one or many of the major distros such as Cloudera, Hortonworks, IBM BigInsights, and MapR.  As a result, organizations spend less time installing, tuning, troubleshooting, patching, upgrading, and dealing with integration- and scale-related issues.

Choose From Among 8 Hadoop-Optimized Systems Vendors

Noel Yuhanna and me published Forrester Wave: Big Data Hadoop-Optimized Systems, Q2 2016  where we evaluated 7 of the 8 options in the market. HP Enterprise's solution was not evaluated in this Wave, but Forrester also considers HPE a key player in the market for Hadoop-Optimized Systems along with the 7 vendors we did evaluate in the Wave. 

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How To Solve The Digital Dilemma

Nigel Fenwick

There's a fundamental difference between companies that apply digital technology as a bolt-on (frequently adding an eCommerce site, social media, or customer mobile apps) and those that take a more holistic approach to transforming the way the company uses technology to deliver better customer outcomes and drive revenue. 

Transformers are more likely to succeed because they recognize their customers' expectations are evolving. The executives in these companies redesign their business to evolve alongside the expectations of their customers. These companies are obsessed with helping their customers achieve their desired outcomes, and they continuously explore new ways to do that profitably. This is why transformers are destined to become digital predators while bolt-on companies are more likely to become digital prey.

One of the distinguishing characteristics of many transformers that caught my attention back in 2013 remains a challenge for many companies in 2016: delivering digital operational excellence (DOX). DOX focuses on the ability to use emerging technologies to change operational aspects of the business (those not directly touching the customer) to create business agility in service of the customer. Why is this important? Because without the ability to evolve quickly, your company will fail. This is the digital dilemma.

I use this simple equation to illustrate my point:

The Digital Dilemma. Formula: Perceived Value equals experience over expectations. Source: Forrester Research @NigelFenwick

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Big Data, Big Growth, Big Promises

Jennifer Adams

In the age of the customer, insights-driven businesses use big data solutions to gain business insights, create differentiated customer experiences, and drive competitive advantage. In our recently published Big Data Management Solutions Forecast, 2016 To 2021 (Global ), we take a more in-depth look at the software solutions to manage big data.

Big data management solutions address data sets that are so large and complex that traditional data processing applications are inadequate. Nonrelational databases are one of the key tools to manage and search the increasingly large and diverse types of data. Scaling is built into nonrelational databases, allowing them to support millions of users and hundreds of terabytes of data. The cost of a nonrelational database is typically only 10% of the cost of a comparable traditional relational database.

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Cisco Takes Next Step To Becoming A Partner For The CIO's BT Agenda

Dan Bieler

Cisco's declared intention to further invest in key priority areas in its portfolio, such as security, IoT, collaboration, next generation data center and cloud, did not come as a great surprise to Forrester.

Last year, we evaluated Cisco’s efforts to transform itself  from a network business to a global provider of business technology (BT) -- the technology, systems, and processes to win, serve, and retain customers -- and a strategic partner to CIOs and CTOs. Cisco launched several programs to change its operational set-up, its business culture, its compensation incentives, and also its skillsets.  

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