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![© 2015 Forrester Research, Inc. Reproduction Prohibited 6
No industry will escape digital disruption
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
Base: 1,254 executives in companies with 250 or more employees
(respondents may be counted in multiple industry groups)
Industrial products
Construction and engineering
Oil, gas, mining, and chemicals
Pharmaceuticals and medical equipment
Technology products
Consumer packaged goods
Transportation and travel
Healthcare
Professional and business services
Utilities
Telecommunications
Retail and wholesale
Media, entertainment, and leisure (excluding travel)
Government and nonprofit
Banking and financial services
Education and social services
Insurance
“Do you think your business will be disrupted by digital technology in the next 12 months?”
(on a scale of 1 [not disrupted] to 5 [massively disrupted])
Massively disrupted Moderately disrupted Somewhat disrupted
86%
83%
82%
82%
82%
81%
77%
77%
77%
75%
74%
73%
71%
70%
65%
64%
60%
Total](https://image.slidesharecdn.com/howtouseyourtechnologyprowesstobuildacustomerobsessedenterprise-150331133718-conversion-gate01/75/How-To-Use-Your-Technology-Prowess-to-Build-a-Customer-Obsessed-Enterprise-6-2048.jpg)
![© 2015 Forrester Research, Inc. Reproduction Prohibited 6
No industry will escape digital disruption
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
Base: 1,254 executives in companies with 250 or more employees
(respondents may be counted in multiple industry groups)
Industrial products
Construction and engineering
Oil, gas, mining, and chemicals
Pharmaceuticals and medical equipment
Technology products
Consumer packaged goods
Transportation and travel
Healthcare
Professional and business services
Utilities
Telecommunications
Retail and wholesale
Media, entertainment, and leisure (excluding travel)
Government and nonprofit
Banking and financial services
Education and social services
Insurance
“Do you think your business will be disrupted by digital technology in the next 12 months?”
(on a scale of 1 [not disrupted] to 5 [massively disrupted])
Massively disrupted Moderately disrupted Somewhat disrupted
86%
83%
82%
82%
82%
81%
77%
77%
77%
75%
74%
73%
71%
70%
65%
64%
60%
Total](https://crownmelresort.com/image.slidesharecdn.com/howtouseyourtechnologyprowesstobuildacustomerobsessedenterprise-150331133718-conversion-gate01/75/How-To-Use-Your-Technology-Prowess-to-Build-a-Customer-Obsessed-Enterprise-6-2048.jpg)
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How To Use Your Technology Prowess to Build a Customer Obsessed Enterprise
The document discusses the necessity for organizations to adapt to digital disruption, emphasizing that no industry is exempt from such challenges. It highlights that many marketing teams are not adequately prepared to leverage digital marketing effectively, necessitating an outside-in perspective focused on customer needs. The document outlines the critical role of CMO and CIO collaboration in driving digital success and encourages the adoption of a shared technology agenda to enhance customer experience.
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How To Use Your Technology Prowess to Build a Customer Obsessed Enterprise
- 1. Use Your TechnologyProwess To Build A Customer Obsessed Enterprise Laura Ramos, Vice President, Principal Analyst
- 2. We face awave of digital innovation.
- 3. Your customers newreality Perpetually connected Pressed Overrun with choices Seeking context
- 4. © 2015 ForresterResearch, Inc. Reproduction Prohibited 4 Agenda › What it means for digital › Are organizations ready to succeed? › Build a customer obsessed enterprise
- 5. © 2015 ForresterResearch, Inc. Reproduction Prohibited 5 Agenda › What it means for digital › Are organizations ready to succeed? › Build a customer obsessed enterprise
- 6. © 2015 ForresterResearch, Inc. Reproduction Prohibited 6 No industry will escape digital disruption Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey Base: 1,254 executives in companies with 250 or more employees (respondents may be counted in multiple industry groups) Industrial products Construction and engineering Oil, gas, mining, and chemicals Pharmaceuticals and medical equipment Technology products Consumer packaged goods Transportation and travel Healthcare Professional and business services Utilities Telecommunications Retail and wholesale Media, entertainment, and leisure (excluding travel) Government and nonprofit Banking and financial services Education and social services Insurance “Do you think your business will be disrupted by digital technology in the next 12 months?” (on a scale of 1 [not disrupted] to 5 [massively disrupted]) Massively disrupted Moderately disrupted Somewhat disrupted 86% 83% 82% 82% 82% 81% 77% 77% 77% 75% 74% 73% 71% 70% 65% 64% 60% Total
- 7. © 2015 ForresterResearch, Inc. Reproduction Prohibited 7 Organizations are ill-equipped for digital success
- 8. © 2015 ForresterResearch, Inc. Reproduction Prohibited 8 Our marketing team is extremely successful in developing and executing digital marketing programs We are able to find and hire people with the digital marketing skills we need Our marketing team has the necessary skills to be successful in digital marketing 51% 43% 39% Base 196 marketing leaders Source: Forrester/ DMN 2014 North American Digital Marketing Online Survey
- 9. © 2015 ForresterResearch, Inc. Reproduction Prohibited 9 Marketers treat digital as another line item on the media plan.
- 10. © 2015 ForresterResearch, Inc. Reproduction Prohibited 10 Digital business is different Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey Bolt on Digitally enhanced products and services Functional efficiency Cross-functional agility Safety and cost reduction Speed and innovation Digital touchpoints Organizational alignment Technology attitude Digital businessTraditional business
- 11. © 2015 ForresterResearch, Inc. Reproduction Prohibited 11 Digital businesses work differently Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey Continuously exploit technology 1. Create new sources of value for customers 2. Increase operational agility in service of customers
- 12. © 2015 ForresterResearch, Inc. Reproduction Prohibited 12 Agenda › What it means for digital › Are organizations ready to succeed? › Build a customer obsessed enterprise
- 13. © 2015 ForresterResearch, Inc. Reproduction Prohibited 13 Replace their inside-out viewpoint . . . Inside-out Capabilities Processes Technologies Resources Service
- 14. © 2015 ForresterResearch, Inc. Reproduction Prohibited 14 . . . with an outside-in perspective Inside-out Capabilities Processes Technologies Resources Service Outside-in Journeys Contexts Touchpoints Personas Customer objectives
- 15. Customer obsession isyour only competitive advantage.
- 16. © 2015 ForresterResearch, Inc. Reproduction Prohibited 16 Use the customer lifecycle as your framework Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey Product Innovation solutions Enterprise marketing solutions Sales and fulfillment solutions Customer service solutions
- 17. © 2015 ForresterResearch, Inc. Reproduction Prohibited 17 Create a shared technology agenda Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey Technology agenda Technology agenda CMO CIO The BT Agenda
- 18. © 2015 ForresterResearch, Inc. Reproduction Prohibited 18 Create a shared technology agenda Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey Source: Forrester/Forbes Q3 2014 US Marketing And Tech Management Survey
- 19. © 2015 ForresterResearch, Inc. Reproduction Prohibited 19 Your role: help drive CMO/CIO alignment Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
- 20. © 2015 ForresterResearch, Inc. Reproduction Prohibited 20 Your opportunity – step up to the digital challenge 1. Evangelize the importance of connecting business and technology 2. Use the customer lifecycle as your guiding framework 3. Lead the journey to true CMO/CIO collaboration with a shared BT agenda
- 21. Foster A NewDigital Mindset To Advance To Digital Experience Mastery
- 22.