Tools And Tactics For Leveraging Big Data — In The Arizona Desert

Laura Ramos

Phoenix in the summer. To say it's "hot" is an understatement.  

Weather reports predict a rather balmy 92 degrees F for Thursday of this week.
Mild compared to the last time I attended the Marketing Technology Summit, co-sponsored by the Phoenix chapter of the BMA and the Arizona Technology Council

This year's hot topic is big data -- one of the four market imperatives Forrester believes will help companies to thrive in this digital age where buyers, business-to-business included, control most aspects of the purchase process. I'm speaking at the Summit, talking about how B2B marketers can unlock the power of their data. If you are in the Phoenix area, I hope you will join me

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The Data Digest: The Future Of Mobile Digital Wallet Technology In The UK

Anjali Lai

By Kristopher Arcand

It’s no secret that mobile digital wallet technology is faring better in the US than in the UK; here in Boston, I use my LevelUp app at more than half of the retailers I visit (the app tells me I’ve visited one vendor 122 times!). However, only a few providers — including PayPal InStoreV.me by Visa, and Paydiant — are serving UK consumers. (Will Amazon be next?)

To understand the popularity gap for mobile digital wallet technology between the US and the UK, Forrester leveraged its Technographics® 360 research approach to get a holistic view of consumers. By analyzing data from our European Technographics Retail Survey, 2013, UK ConsumerVoices Market Research Online Community, and UK Consumer Technographics Behavioral Study, November 2013 to March 2014, we evaluated desired features, strongest barriers, and current behavior associated with mobile digital wallet usage across UK consumers. 

Our data shows that security is still a major concern among UK consumers, but the features they want in a mobile digital wallet are associated with an improved customer experience: These features make the purchase process more organized and convenient for customers, while also helping them save money along the way:

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Video Recap: Forrester’s Customer Experience Forum East 2014, Day One

Harley Manning

How did it get to be August already?

Admittedly, going away for two weeks of vacation in July hit my fast forward button. But even so, memories of our Customer Experience Forum East in New York in June are still fresh in my mind.

If you were also at CX East, here’s a reminder of what happened on Day One. And if you weren’t there, here’s a preview of the types of things you’ll see at our Customer Experience West in Anaheim on 11/6 – 11/7, and our Customer Experience Forum EMEA in London on 11/17 – 11/18.

Opening Remarks

Before the event we surveyed our attendees. That let me open the forum by summarizing their challenge: Although their executives’ high aspirations for customer experience do them credit, their success to date lags far behind their goals. 

 

Megan Burns, Vice President and Principal Analyst, Forrester

Megan showed the surprising findings of a recent study on what drives a customer experience that results in customer loyalty. Guess what? For customers of most industries, emotions matter more – often far more – than whether a brand met their needs or he level of effort needed to get their needs met. 

 

Stephen Cannon, President and CEO, Mercedes-Benz, USA

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Manhattan Associates Acquires GlobalBay: Legacy POS gets another competitor

Adam Silverman

 

Yesterday Manhattan Associates announced the acquisition of mobile point of service (mPOS) provider GlobalBay Technologies.  A few years ago, it might seem odd that a warehouse and order management company would be interested in playing a significant role in the experience of customers and associates on the sales floor. However as we recently covered in our Omnichannel Order Management Wave, the role of distributed order management has been elevated and is now key to meeting customer’s rising expectations. Along with orchestrating orders across all inventory locations, omnichannel order management systems (OMS) are already taking orders in the call center, handling fraud management, and providing mobile utilities for associates to fulfill orders from stores. Moving into the point of service (POS) space with an mPOS solution is a logical evolution for Manhattan Associates since it combines enterprise inventory visibility, order management, and order capture all under one roof. In addition this acquisition provides a stronger differentiator from their largest competitor IBM, who exited the legacy POS market in 2012.

So what does this mean for POS moving forward?  Three distinct solutions are now possible, including:

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Chinese eCommerce Giant JD.com Develops Its Territory Further

Vanessa Zeng

JD.com is the second largest B2C online retailer in China. Through 10 years of development, it has become the largest direct sales eCommerce company in China. It now has 46% of the total direct sales eCommerce market share and 47.4 million active users. Further cementing its market-leading position, JD.com successfully listed on Nasdaq in May 2014, with a market value of US$39.3 billion by August 12.

In the past few years, JD.com has made enormous investments in its logistics service to provide fast delivery and a competitive customer experience, including same-day delivery and half-day delivery in selected top tier cities. Recently, it launched a pilot project of mobile self-pickup van in Beijing and Chengdu, giving its delivery service more extensive coverage. When consumers shop on JD.com, they can choose the “self-pickup” option, select their location, and then choose the new “mobile self-pickup” option. By clicking the map under this option, shoppers can see the detailed location and operating time of the mobile self-pickup van. 

Figure 1: JD.com’s mobile self-pickup van

The mobile self-pickup van meets the needs of customers who can’t receive their goods at home or at a place of work, such as a factory district or school campus, which the delivery service can’t enter. This service gives customers more choices.

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Sales Enablement Will Become A Customer Experience Imperative

Peter O'Neill

I co-presented a Forrester webinar this week with Senior Analyst Mark Lindwall on “A Structured Approach To Elevating Sales Training Value” – Forrester clients can download the slides and/or webinar file and replay it at their leisure.   Now doing the webinar actually provided me with two very important insights.  Firstly, it is much better when a couple of people present a webinar together – monotony is relieved for the webinar listeners (there is nothing worse than listening to the same voice for 45 minutes non-stop); and the speakers themselves feel more energized by each other’s  contributions. It requires a little planning (who speaks to which topics and how to handover) but not really more than should be invested in a webinar presentation anyway.  If you did attend or plan to replay the webinar, please let me know whether you agree with me.

The second insight came out of my considering what to say as a conclusion to the webinar. The structure we presented was all about making sure that everybody who delivers sales training re-orients their materials to the buyer journeys and buyer’s needs. We recommended using the documented Forrester four selling objectives (see this report) intrinsically within the training materials. And we suggested using them to measure the effectiveness of the training itself, by answering these questions:

  • Do “trained” salespeople gain more access to productive meetings?
  • Are the meetings more successful?
  • Do the salespeople succeed more in creating a shared vision of success?
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Online Display Ads Will Account For More Than 12% Of Advertising Spend In Western Europe By 2019

Michael O'Grady

 

With 44% of all retail sales in Europe set to be offline sales that are influenced by the Web in 2018, it's not surprising that online display advertising spend in Europe will grow more than three times faster than total advertising spend over the next five years. Forrester's Online Display Advertising Forecast  shows that online display advertising will continue to cannibalize advertising spend via other channels.

Firms are increasingly using video and rich media to engage, entertain, and attract the attention of online users and to enrich their brand storytelling. The growth of mobile device adoption and usage is also changing the way that users consume content:

1.Video: Google recently stated that video had entered a fourth dimension, incorporating sight, sound, motion, and interactivity to win the hearts and minds of video viewers. With more than 100 hours of video uploaded to YouTube every minute, Google has created YouTubeNation to curate video content and grow video audiences, especially among those ages 18 to 30.

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Citi Expands Pre-Login Info For Mobile Bankers

Peter Wannemacher

More than two years ago, Westpac – a bank in New Zealand – rolled out its “Cash Tank” feature for mobile bankers. Suddenly, customers could view key information like account balances without needing to log in (needless to say, it was and is opt-in-only). This new mobile banking feature immediately made a splash and was hailed as a small-but-impressive innovation. Other banks – such as Société Générale in France and Bank of the West in the US – offer similar pre-login information features.

This led folks like me to wonder: How might digital teams at banks take pre-login information further or make it even better?

Great digital strategy is often about pushing the limits – and not just in big ways. So Citi’s recent update to its smartphone apps is noteworthy for the bank’s decision to push the idea of pre-login information even further with Citi Mobile Snapshot. Citi customers who bank via their mobile phones can view not only balances but recent transactions without the hassle of logging in.

We spoke with Andres Wolberg-Stok, Global Head of Emerging Platforms and Services who shared with us a diagram that demonstrates the evolution of its mobile banking effort before and after Citi Mobile Snapshot (see below).

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Customer Experience Spending Surges In India But Lacks Business Alignment

Nupur Singh Andley

Forrester’s survey data shows that the vast majority of Indian CIOs (87%) consider addressing rising customer expectations and improving customer satisfaction to be their top business priorities. Soaring customer demand is putting pressure on businesses to invest in customer experience (CX) initiatives. For my recently published report, The State Of Customer Experience Management In India, 2014, we surveyed 89 CX professionals in Indian organizations and asked them about their spending plans for 2014. Here's what we found: 60% of them expect to spend more on CX programs this year.

While this increased spending on CX by Indian organizations is encouraging, their initiatives too often lack alignment with business goals. We asked the same set of CX professionals about their key CX practices and found that 44% don’t regularly model the influence of CX metrics on business outcomes, while 49% don’t consistently consider alignment with CX strategy as a criterion for project funding and prioritization decisions.

These findings highlight the disconnect between organizations’ commitment to boosting CX and the impact of these initiatives on business outcomes. In the long run, this disconnect has two implications for organizations and their CX teams:

  • Lack of business alignment with soaring customer demands will result in dissatisfaction and churn. While business investment in CX is growing in India, initiatives that don't align with desired business goals will fail to result in desired business outcomes, thus creating a gap between market demand and the business offering.
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Customer Experience Q&A With Carl Mogridge, Head of Digital, Australia & New Zealand, Avon Products, Inc.

Michael Barnes

For many organizations, the digital journey is full of potential roadblocks. Successful organizations excel at overcoming traditional operational practices, approaches, and mindsets to enable change.

For a well-known global brand like Avon, embracing an omnichannel approach to customer engagement was essential to continue thriving in a digital world. We’re therefore pleased to have Carl Mogridge speak at Forrester’s Summit For Marketing & Strategy Professionals: Australia. Carl is head of digital at Avon Products, leading the company’s initiatives to implement systematic, measurable change on the path to digital disruption.

Carl was kind enough to answer a few of our questions about what he’s doing. Those of you who’ll be with us in Sydney this Wednesday, August 13, can hear even more from Carl. I hope to see you there!

Q: When did your company first begin focusing on the customer experience? Why?

Avon is 127 years old and from day one we’ve focused on creating customer-centric conversations based on personalized service and innovative products. At Avon, we want to be helpful, safe, and reliable to our customers — so our entire customer experience strategy revolves around these simple criteria.

Q: How do you determine which aspects of the customer experience you must try to excel at?

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