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Transform Marketing Into A Customer-Driven Effort Michael Barnes – VP and Research Director
November 29, 2016
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We work with business and technology leaders to develop customer-obsessed strategies that drive growth.
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Technology used to advantage companies…
Price Location Information
Companies
Customers
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…but now empowers customers
Price Location
Information Companies
Customers
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Customer obsession requires an operational
reboot.
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Customer obsessed operating principles
Customer led
Insights driven
Fast
Connected
FROM
Customer aware
Data rich
Perfect
Siloed
TO
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70% of firms will execute a “digital transformation” in
2017
Only 21% are willing to re-
architect tech platforms
85% of large firms will spend less
than $15m on the transformation
Most digital transformation initiatives will seriously miss the mark
Source: Business Technographics services survey, Q3 2016 – Base: 690 business and technology decision makers in Asia Pacific
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“People may have focused on the technology and forgotten to focus on their behaviors.” – Dr. John Jakicic, Distinguished Professor at University of Pittsburgh
Source: http://www.nytimes.com/2016/09/27/well/activity-trackers-may-undermine-weight-loss-efforts.html?_r=0
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Beware the ‘shiny new objects’ Usability
For customers, partners, executives, developers, designers
Securability Protect against tens of thousands of hackers
Scalability Millions of customers/partners and Terabytes of data
Sustainability 100’s of releases per year
Integratability Tens of thousands of partner systems
Complexity
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Prediction – CMOs will aggressively push their brands to be
more human, helpful, and handy.
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Context has already changed marketing
BEFORE CONTEXT: AFTER CONTEXT: • Campaigns • Targeting • Customer segmentation • Media schedules • Messages • Transactions
• Interactions • Engaging • Customer recognition • Customer moments • Utility • Value exchanges
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64% have responsibility for CX
44% seek to increase their influence in CX
Attempts to build emotional connections will skyrocket
Source: Forrester’s Q4 2015 Forrester/Heidrick & Struggles Global Evolved CMO/CCO Online Survey
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Brands will do, not just say
“Marketing becomes invisible when it solves a pain that a customer wants solved.” – Wade Sugiyama, Manager Brand Strategy and Development
“Brands should stop making people want things, and start making more things people want.” – Michael McLaren, former CEO
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And demonstrate brand promise
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Prediction – Digital transformation will
tip from experiences to operations.
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To succeed, master both sides of digital
Source: April 16, 2014 “Understand The Digital Business Landscape” Forrester report
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› Source: April 16, 2014 “Understand The Digital Business Landscape” Forrester report
Organizations that give in to digital fatigue in 2017 may not see 2018.
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Customer obsession is your only competitive advantage
› Step up and take responsibility for CX
› Lead a C-suite conversation on building a customer-obsessed operating model
› Coordinate and optimize technology to serve empowered customers
forrester.com
Thank you
Michael Barnes VP & Research Director [email protected] Twitter: @mb_analyst
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