Keep Up With The Pace Of Change By Innovating The Adjacent Possible

James McQuivey

We live in a world punctuated by big innovations. From fire and the wheel down to the light bulb and the iPad, we mark the march of history by the steady beat of transformative innovations. Except that steady beat is no longer so steady. The rate at which these life-altering innovations are coming to market is accelerating so quickly that it's no longer sufficient to invoke even Moore's Law to explain them.

Not only are new things being introduced more swiftly than before but consumers are adopting them more rapidly than before. I make my living studying early adopters, but recently I've had to throw many hard-earned lessons out the window. Because in a world where Microsoft sold 8 million Kinect cameras for the Xbox 360 in just two months, traditional definitions of "early adopter" became irrelevant after about week two. 

This is both exciting and maddening. We've spent that last several years watching the acceleration of innovation to figure out what is making this rate of innovation possible and we've discovered that innovating at this pace is tricky, but doable, with the right approach.

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Ever Buy Your Cornflakes Online? If You Live In The UK You Might.

Martin Gill

Following my blog post from a couple of weeks ago where I wrote about the need to take a local approach in Europe, I’d like to take a few minutes to say something about the first of our country-specific reports.

It was natural to start with the UK Online Retail Overview, 2011, for two reasons. The first is that I live in the UK, so it’s the market and retail environment that I’m most familiar with, but secondly and more importantly, it’s the largest online market in Europe. Based on the figures in our European Online Retail Forecast, the UK online retail market will be worth £28.6 billion in 2011; this represents 9.4% of the overall national retail market, almost double the online penetration of any other European country.

So there are some big numbers but also some interesting trends to examine.

The UK market is increasingly dominated by multichannel retailers. While there are a range of notable online pure play success stories (, Asos, Net a Porter, and Play, to name a few), we are seeing an increasing level of sophistication in how the major high-street retailers are integrating their on- and offline properties. Initiatives like Click and Collect are now commonplace, and the pace of innovation isn’t slowing, with new initiatives such as Argos’ 90 minute Shutl delivery service being a prime example. So there are plenty of examples here to be inspired by.

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The Surprising Challenge Of CI

Rob Brosnan

Hello, everyone. As a new analyst on Forrester's Customer Intelligence team, I'm taking over coverage of enterprise marketing platforms. I'll range everywhere from cross-channel campaign management to interaction management to analytics and optimization tools. 

I'm thrilled to join Forrester. We live in a time of extraordinary change in the way we conduct marketing. Businesses succeed and fail on how they bring the Customer Intelligence role to bear. I have the enviable task of following Suresh Vittal — who's since taken over the leadership of the CI role — as well as Dave Frankland, Zach Hofer-Shall, Fatemeh Khatibloo, Srividya Sridharan, and Joe Stanhope. As an aside, if we meet up, be sure to ask me the story of how Joe lured me to Forrester.
Extraordinary times imply that extraordinary challenges lurk underneath. CI professionals face the test of integrating data into a holistic view of customers. Recently in my report "CI Teams: Blocking and Tackling Is Not Enough," I dug into why data integration is such an omnipresent issue. As you might expect, a number of factors -- the explosion of touch points, the staggering amounts of data generated, budget, and skills -- contribute to the problem.
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How US Cellular Socializes Its Customer Experience Ecosystem

Kerry Bodine

To get a grip on your customer experience ecosystem, you need to map it, co-create it, and socialize it.

In a previous post, I talked about how Fidelity Investments co-creates its customer experience ecosystem. Through co-creation exercises and workshops, you can engage a fairly large number of internal employees, external partners, and customers in the design of your company’s customer experience. But for most large companies, this group will still only represent a small fraction of the people in your entire ecosystem.

That’s why you also need to socialize the ecosystem. You need to help every single employee and every single partner — especially those in behind-the-scenes roles — understand how their actions and decisions affect the customer experience.

US Cellular spends a lot of time doing just that. US Cellular certainly isn’t the biggest wireless service provider in the US, but it consistently receives industry recognition for providing a great customer experience.

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Mobile Location Becomes Invisible

Thomas Husson

Maps and navigation are not yet mainstream, but they are more useful as product features anyway. This means that location is no longer a service like maps or navigation but is increasingly an enabler of new product experiences.

  • Location and maps are increasingly becoming features of new mobile products and services.
  • Location will happen automatically, behind the scenes. Adjustments will be invisible from a user perspective (think about the automatic weather update on your home screen widget).
  • Relevancy of local data will improve quickly. The era of basic point of interest (POI) information is over. Enriching addresses with more accurate information on opening hours, real-time data (traffic information, promotions, etc.), product/brand data, dynamic data (consumer reviews, inventory information) will deliver greater consumer benefits.
  • New algorithms will bridge the physical and digital worlds. Coupling more accurate local data with user context and other sources of information will foster the development of crowdsourcing and predictive analysis (e.g., predicting traffic congestion or air quality monitoring). Moving forward, these new algorithms will have far-reaching consequences well beyond mobile.
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Our Take: What The Verint-Vovici Merger And QuestBack-Globalpark Merger Mean For The Market Insights Professional

Roxana Strohmenger

The past three weeks have been quite busy within the enterprise feedback management (EFM) vendor landscape, with two major acquisitions. The first occurred on July 19th between Verint and Vovici; the second was announced today between QuestBack and Globalpark. These mergers make sense and are in line with how I see the EFM vendor landscape evolving over the next five years.

One part of the EFM vendor evolution will be the creation of what my colleague Andrew McInnes calls “comprehensive customer experience solution sets.” The Verint and Vovici merger demonstrates this. Here you have two distinct vendors, each with their own sweet spot within the EFM world. Verint is primarily known as an actionable intelligence solutions vendor that focuses on creating enterprise workforce optimization software and services to evaluate customer communications, especially in the contact center. Vovici is primarily known as an online survey management and enterprise feedback solutions vendor that focuses on helping companies obtain customer feedback from different channels and bring it all together to create a more holistic view of the customer. Essentially, Vovici had what Verint lacked — and Verint had what Vovici lacked. The result is now a more well-rounded and robust EFM offering.

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Join Me In Creating Standards For Competitive Sales Battle Cards!

Dean Davison

Forrester’s sales enablement team is launching a collaborative effort with our clients and other experts to establish standards for competitive battle cards and I invite you to participate – send me an email to join.

If you are on the receiving end of battle cards today, you know the big challenge intimately because I hear you daily in my inquiries saying things like, “how can we standardize battle cards that come from dozens of different teams?” and “How do we equip our sales reps to anticipate and respond to competitive obstacles more effectively?” For those of you on the supply side, I hear you too, saying, “every sales rep asks for different things” and “we don’t have a way to measure the impact of our work, so we keep doing what we think is best.”

Stuck in the middle are the folks battle cards are supposed to be helping in the first place – sales reps – who tell me, “it takes too much work to find and use our battle cards” and “I need competitive insights, but I tap other sources that are more reliable.”

Consider the size of this opportunity! When we get this right, we will be able to connect battle cards with real business outcomes – like faster sales cycles and win rates against key competitors – and isn’t that why we build battle cards in the first place? Opportunities will advance through the pipeline more quickly when sales reps have tools to anticipate and effectively respond to obstacles created by competitors.

We can fix this!

So why take this on now?

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Join Us For A Workshop In Our Brand New Headquarters: Transforming Your Firm's Customer Experience on September 20, 2011

Megan Burns

Earlier this year, I ran a workshop designed to help customer experience professionals get a jumpstart on the process of transforming their organizations to be more customer-centric. We got great feedback from that session, so we've decided to run it again on September 20 at Forrester's brand new headquarters in Cambridge, Massachusetts.

As before, this will be a one-day workshop that starts with an overview of the state of the practice in customer experience today and then takes attendees through our latest research on how to:

  • Choose the right customer experience strategy for your company.
  • Build a world-class voice of the customer program.
  • Generate active executive participation in customer experience programs.
  • Transform your company culture to be more customer-centric.

I’ll share what’s working inside real companies and lead a series of exercises designed to help attendees benchmark their own firms against best practices. At the end of the day, we'll put it all together into a set of customized, actionable steps designed to jump-start your customer experience program.

This session will be an educational, interactive, and entertaining way to figure out how to start turning your organization into a customer experience powerhouse. For more information and a detailed agenda, please visit the event page for this workshop. I hope to see you in Cambridge!

Why Apps Aren’t The Killer App For Mobile Marketing

Nate Elliott

It was more than 10 years ago that I listened to my first sermon about the growing importance of mobile as a marketing channel. It was late 2000 or early 2001; I was working at DoubleClick at the time, and my boss left the company to join a mobile startup, claiming we should’ve already had a mobile ad offering in place because it wouldn’t be long before smartphones replaced PCs entirely.

Suffice it to say I’m still waiting anxiously for a chance to throw away my computer -- and likewise, marketers are still waiting for mobile to become a genuinely important marketing channel. It’s not that they’re pessimistic: In fact, the marketers in our surveys rank mobile just a hair behind social media in terms of channels they think will grow in effectiveness over the coming years. But anticipation has never quite equaled reality -- and so most interactive marketers across the US and Europe continue to bide their time, waiting for a mobile marketing opportunity that’ll match the hype.

And that’s where mobile apps appear to come in. Few interactive marketing opportunities are more hyped than mobile apps, but in our search for a mobile marketing channel that really works we’ve lost sight of one crucial point: Marketers’ target audiences don’t care nearly as much about branded applications as the marketers themselves do. In fact:

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3 Questions For TheFind's CEO On Tablet Shopping

Sucharita  Mulpuru

We discovered some interesting information about how consumers are using tablets in recent research with Bizrate Insights: that shoppers who have tablets often prefer to browse and buy on those devices and that tablet ownership increases the amount of time that people spend online altogether.  One company that caught onto that trend even before we fielded our data was Siva Kumar, CEO of the shopping aggregator TheFind.  I ran into Siva several months ago at Channel Advisor's Catalyst summit where he showed me an impressive demo (on his iPad, natch) of Catalogue, a magazine-like compendium of all my favorite store catalogs (see below).  Given his hands-on experience bringing a multiretailer tablet experience to life, I thought it would be interesting to get a t-commerce pioneer's POV:

Siva, do you think tablet commerce will be something retailers need to explicitly watch?

Absolutely yes. Online shopping today is very much a chore. It is search-driven, and while search is useful, expedient, and powerful, it is not particularly fun or exciting. More importantly, search leaves little room for retailers to do what they do best, which is to merchandise their wares to consumers.  Conversely, tablet shopping, with its high-resolution graphics, touchscreens, and more tactile interactivity offer game changing potential that may create the means by which eCommerce could grow to be as much as 20% of retail commerce by 2020. 

What are the most important things to watch in developing content for a tablet device?

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