- Forrester Councils
- Councils Overview
- log in
Posted by John R. Rymer on August 28, 2012
Stephen Powers and I wrote this research together. The full report is available to Forrester clients at this link. The research is part of Forrester’s playbook to advise application development and delivery professionals on how to support their organization’s digital customer experience strategies.
Today’s rush to reach customers on their smartphones and tablets is just the beginning of an explosion of software-fueled digital touchpoints. Smartphones, tablets, eReaders, games, smart TV, goggles . . . there’s no end in sight. As Internet-connected devices spread and people adopt them, companies can reach and engage with their customers wherever they are and in new ways not possible through brick-and-mortar stores, television advertising, and catalogs. Each of these digital touchpoints enables continuous relationships between enterprise and customer.
But digital touchpoints cannot be islands. Customers expect a unified, consistent experience across the several touchpoints they use when engaging your firm. The vast majority of companies don’t yet have the design disciplines, technologies, and organizations to support unified digital experiences. Application development and delivery (AD&D) pros can and should help lead the search for the right practices, talents, and technologies to create unified customer experiences.
Key research takeaways:
Specific investments required include digital design services to get up close and personal with customers, technology foundations to engage, manage, and measure, organizational collaboration between marketing, AD&D, and agencies, and talent foundations to manage the special opportunities and issues of digital customer experience. A key gap for most firms is data analysis: They may use web metrics today but will need much more technology and talent to manage the massive volumes of data produced by smartphones and other new channels.
Our basic advice: AD&D pros should adopt a leading role in supporting unified digital experience strategies by sourcing the right technologies, collecting the right data, and developing the right services, talents, and organizations required to provide unified experiences across their enterprise’s chosen channels.
Lead BT Transformation
Develop customer-obsessed strategies to drive growth »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »