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How Consumer Hyper-adoption and
Emerging Technologies Drive Digital
Disruption
James McQuivey, Ph.D.September 1, 2016
2© 2016 Forrester Research, Inc. Reproduction Prohibited
Tesla Motors
276,00036 hours400k+
3© 2016 Forrester Research, Inc. Reproduction Prohibited
4© 2016 Forrester Research, Inc. Reproduction Prohibited
The Model 3 teaches us 3 things
5© 2016 Forrester Research, Inc. Reproduction Prohibited
Consumer
Hyperadoption
6© 2016 Forrester Research, Inc. Reproduction Prohibited
Hyperadoption has changed literally billions of lives
?
7© 2016 Forrester Research, Inc. Reproduction Prohibited
Digital
Disruption
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Digital disruption has generated outsized growth and pain
9© 2016 Forrester Research, Inc. Reproduction Prohibited
Customer
Experience
10© 2016 Forrester Research, Inc. Reproduction Prohibited
Customer experience drives revenue growth
35%31%
13%9%6%
2%
-3%
2%
CX Leaders CX Laggards
Revenue Growth for individual companies in select industries, 2010-2014
Cable AirlineInvestmentsRetail
11© 2016 Forrester Research, Inc. Reproduction Prohibited
Customer
Experience
Digital
Disruption
Consumer
Hyperadoption
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In the world of hyperadoption,
digital disruption, and customer
experience marketing must rapidly
evolve to the next level
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Old marketing had a simple role
Marketing Sales Transaction Support
Providing technology for this is easy – you just automate
existing marketing and communication processes
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Tesla shows how marketing will change
Marketing Sales Transaction Support
Sales Transaction Support
End-to-end marketing support
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New marketing is about digital, software-based relationships
Marketing Sales Transaction Support
Sales Transaction Support
End-to-end relationship support
16© 2016 Forrester Research, Inc. Reproduction Prohibited
This product
is really a
relationship
platform
“Tell me a joke”
“What’s the weather?”
“Play the Beatles”
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
The new marketing requires technology that:
›Collects and understands data about the customer
›Anticipates what the customer needs next
›Reaches the customer wherever they are
›Communicates with the customer in as natural a
way as possible
›Collects and understands data about the customer
›Anticipates what the customer needs next
›Reaches the customer wherever they are
›Communicates with the customer in as natural a
way as possible
Notice that the customer is at the center of this tech
? What is stopping me?
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
The biggest obstacles are internal› PERCENTAGE THAT AGREE WITH EACH STATEMENT (TOP 2 BOX)
89%
65%
38%
32%
There is significant opportunity for digitaltools and experiences to change the
industry we serve
People in our company are excited aboutthe changes that digital will bring to our
company
People in our company have the skillsneeded to adapt to the changes that digital
will bring to our company
Our company has policies and businesspractices that will enable us to adapt to the
changes that digital will bring to our…
49%24%
Base: 285 global executives
21© 2016 Forrester Research, Inc. Reproduction Prohibited
Move marketing to the next level:
Use martech to become digital
disruptors and deliver amazing
customer experiences to today’s
hyperadoptive consumers
forrester.com
Thank you
James McQuivey, Ph.D.
VP, Principal Analyst
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