View
4.519
Download
1
Category
Tags:
Preview:
Citation preview
The Future Of Business Is Digital Martin Gill, VP & Principal Analyst
May 12th, 2015
Consumers & Small Business Customers are
fundamentally digital
© 2015 Forrester Research, Inc. Reproduction Prohibited 4
Empowered customers have given rise to a new era
Age of manufacturing
Mass manufacturing
makes industrial
powerhouses
successful
• Ford
• Boeing
• GE
• RCA
Age of distribution
Global connections
and transportation
systems make
distribution key
• Wal-Mart
• Toyota
• P&G
• UPS
Age of information
Connected PCs and
supply chains mean
those that control
information flow
dominate
• Amazon
• Comcast
• Capital One
Age of the customer
Empowered buyers
demand a new level of
customer obsession
• Macy’s
• Salesforce.com
• USAA
• Amazon
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
Web use is mainstream
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Source: January 29, 2014 “Introducing The Global Retail Segmentation”, Forrester report
Forrester’s retail segmentation
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Source: April 2014, “European Retail Segmentation: Emerging Patterns Of Multitouchpoint Shopping” Forrester report
Europeans Embrace Multiple Touchpoints To Shop
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
Source: May 19, 2014, “The State Of Consumers And Technology: Benchmark 2013, Europe” Forrester report
Device use is ubiquitous
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Interested in connected technology grows
We face a wave of innovation.
Complexity is the new reality.
Digital competitors thrive.
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
Digital competitors thrive
No industry is immune
Some brands are born digital.
Some achieve digital mastery.
While others have had digital
thrust upon them.
You must become a digital
business.
73%
34%
16%
Digital businesses continuously exploit
digital technologies to both create new
sources of value for customers and
increase operational agility in service of
customers.
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Source: April 16, 2014 “Understand The Digital Business Landscape” Forrester report
Master both sides of digital
© 2015 Forrester Research, Inc. Reproduction Prohibited 25
Dig
ita
l C
us
tom
er
Ex
pe
rie
nc
e (
DC
X)
Digital Operational Excellence
(DOX)
Source: September 10, 2014 “ Brief: Take The Digital Business Readiness Assessment”, Forrester report
Digital mastery eludes most firms
© 2015 Forrester Research, Inc. Reproduction Prohibited 26
Dig
ita
l C
us
tom
er
Ex
pe
rie
nc
e (
DC
X)
Digital Operational Excellence
(DOX)
Source: September 10, 2014 “ Brief: Take The Digital Business Readiness Assessment”, Forrester report
Don’t succumb to digital extinction
Digital Dinosaur
Don’t burry your head in the sand.
© 2015 Forrester Research, Inc. Reproduction Prohibited 28
Dig
ita
l C
us
tom
er
Ex
pe
rie
nc
e (
DC
X)
Digital Operational Excellence
(DOX)
Source: September 10, 2014 “ Brief: Take The Digital Business Readiness Assessment”, Forrester report
Drive digital efficiency and agility
Digital Dinosaur
Digital Connector
KLM focuses on making digital connections.
Vail resorts gameifies customer experience
with it’s EpicMix app.
© 2015 Forrester Research, Inc. Reproduction Prohibited 31
Dig
ita
l C
us
tom
er
Ex
pe
rie
nc
e (
DC
X)
Digital Operational Excellence
(DOX)
Source: September 10, 2014 “ Brief: Take The Digital Business Readiness Assessment”, Forrester report
Re-position yourself in the ecosystem
Digital Dinosaur
Digital Connector
Digital Operator
Rolls Royce leases “propulsion hours” to
airlines.
© 2015 Forrester Research, Inc. Reproduction Prohibited 33
Digital Dinosaur
Digital Connector
Digital Operator
Digital Master D
igit
al C
us
tom
er
Ex
pe
rie
nc
e (
DC
X)
Digital Operational Excellence
(DOX)
Source: September 10, 2014 “ Brief: Take The Digital Business Readiness Assessment”, Forrester report
Iterate and innovate to maintain mastery
John Deere’s FarmSight technology
digitizes farming.
Digital businesses are networked.
Expedia has generate over $2bn in revenue
from affiliate APIs.
Walgreens extends its digital customer
experience.
PG&E create an innovation ecosystem.
That apps like Leafully can plug into.
So what do you do?
© 2015 Forrester Research, Inc. Reproduction Prohibited 41
There are three paths to Digital Mastery
© 2015 Forrester Research, Inc. Reproduction Prohibited 43
Burberry’s iterates towards digital mastery
© 2015 Forrester Research, Inc. Reproduction Prohibited 44
Busin
ess s
tra
teg
y
Dig
ital str
ate
gy
Strategy
© 2015 Forrester Research, Inc. Reproduction Prohibited 45
Busin
ess s
tra
teg
y
Dig
ital str
ate
gy
Strategy Execution
© 2015 Forrester Research, Inc. Reproduction Prohibited 46
Busin
ess s
tra
teg
y
Dig
ital str
ate
gy
Culture
Organization
Technology
Metrics
Strategy Execution
© 2015 Forrester Research, Inc. Reproduction Prohibited 47
Culture Foster a culture of digital innovation
Volvo champions open innovation.
© 2015 Forrester Research, Inc. Reproduction Prohibited 49
Culture
Organization
Foster a culture of digital innovation
Organize to deliver digitally enhanced
experiences
Digital centres of excellence accelerate
change.
© 2015 Forrester Research, Inc. Reproduction Prohibited 51
Culture
Organization
Technology
Foster a culture of digital innovation
Organize to deliver digitally enhanced
experiences
Enable with technology
Design thinking in action at
eBay Inc.
© 2015 Forrester Research, Inc. Reproduction Prohibited 53
Culture
Organization
Technology
Metrics
Foster a culture of digital innovation
Organize to deliver digitally enhanced
experiences
Enable with technology
Underpin decisions with customer-centric
metrics
Virgin Media rewards employees based on
NPS scores.
© 2015 Forrester Research, Inc. Reproduction Prohibited 55
The Digital Maturity Model
Repair Elevate Optimize Differentiate
Culture
Organization
Technology
Measurement
© 2015 Forrester Research, Inc. Reproduction Prohibited 56
Source: Digital Maturity Survey 2013
Digital masters are hard to find
0% 20% 40% 60% 80% 100% 120%
Automotive
Consumer products
Financial services
Health
Technology
Media and communications
Retail and wholesale
Telecommunications
Travel
Other
Repair
Elevate
Optimize
Differentiate
Repair Elevate Optimize Differentiate
© 2015 Forrester Research, Inc. Reproduction Prohibited 57
Source: Digital Maturity Survey 2013
Digital Maturity delivers results
0% 10% 20% 30% 40% 50% 60% 70%
No impact
We have not implemented a multi-touchpoint digital strategy
Increased operating costs
Increased employee morale
Increased offline sales
Increased call center volume
Decreased operating costs
Satisfaction or similar metrics
Increased profitability
Increased online sales
What impact has the implementation of a multi-touchpoint digital strategy had on your company?
Differentiate
Repair
Digital business transformation is a
journey, not a destination.
Thank you
forrester.com
Martin Gill
+44 (0)20.7323.7734
mgill@forrester.com
@martinjohngill
Recommended