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Posted by John R. Rymer on November 29, 2012
Forrester clients can access the full report here. The research is part of Forrester’s playbook (warning: pay wall) to advise application development and delivery (AD&D) leaders on strategies to deliver digital customer experiences.
Digital customer experience is the next big opportunity for AD&D professionals. Business leaders responsible for marketing, sales, and support need advice and guidance from AD&D leaders as they select vendors and technologies. They need AD&D (working with colleagues in enterprise architecture) to establish the technical services and tools to deliver and optimize cross-channel customer experiences. And they need AD&D's expertise in project and program management and software quality assurance. To grasp this opportunity, the typical AD&D organization must transform to be quicker; master new technologies and relationships; and broker, as well as build, digital experience solutions. This research outlines how to create a strategy for this transformation, both for AD&D shops just beginning the digital experience journey and organizations already well down the path.
Key takeaways from this research:
We reject the widely cited notion that corporate IT "dinosaurs" can't possibly help drive effective digital customer experiences. Digital experience delivery requires application development and delivery talents and disciplines (among others). Someone will fill these needs, and if digital customer experience is strategic for an enterprise, it is best for that enterprise to own these delivery capabilities rather than outsource them. AD&D leaders and pros are the logical stewards for three reasons:
We recommend that organizations use the POST (people, objectives, strategy, and technology) technique to create their digital customer experience delivery strategies – starting with people and not selection of technology solutions and/or tools. The research describes the critical questions every strategy must address as well as advice on high-value activities to drive progress. For example, AD&D leaders can use a digital experience reference architecture (warning: pay wall) to drive consensus with customer strategy leaders about personnel, process, and technology investments.
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