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The Modern MarketerClement Teo, Senior Analyst
September 4, 2015
© 2015 Forrester Research, Inc. Reproduction Prohibited 3
The way we shop and buy has changed
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And marketers must go where customers are• By 2019, US
marketing leaders will spend more than $103 billion on search marketing, display advertising, social media marketing, and email marketing
• This is more than they will spend on broadcast and cable television advertising combined. Source: Forrester Research Digital Marketing Forecasts, 2014 To 2019 (US)
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We’re in the Age of the CustomerA 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers.
Information
Price Location
Tech
Company
Customer
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Marketers are evolving with new techTraditional Approach Modern Approach
Basic demographic data Real time data and behavioural analysis
No data-driven personas Rich personas for audiences to guide messaging and strategy
Outbound channels like email and sales calls Thought leadership-driven dialogue about challenges
Conventional campaigns to convert leads for sales Scoring, nurturing and behavioural triggers spanning sales and after-sales
Incomplete, siloed and untrustworthy customer data Current and real-time accessible customer data that use predictive models and statistical techniques to create models and drive business opportunities
Channel effectiveness measured by channel Attribution measured to understand cross-channel impact
No marketing automation systems Fully-integrated cross-channel marketing automation platform
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Global business leaders want CX to be part of it
Improve differentiation in the market
8%
Better comply with regulations and requirements
7%
Improve the experience of our customers24%
Improve corporate environmental sustainability
5%
Prepare for the impact of digital disruption5%
Reduce costs
15%
Grow revenues 36%
“Which is the most important initiative for your organization in the next 12 months?”
Base: 2,953 global business leaders*Note: Respondents who had indicated at least one initiative as being on their radar.Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2014
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Effectiveness
Ease
Emotion
‘Emotion’ dominates CX quality…
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Customer centricity touches all parts of the organization
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CX journey and ecosystem mapping bring the whole company into the mission.
DBS “RED” strategy aligned to brand strategy “Joyful”
DBS Results:›Record high YoY earnings
›12 quarters of consecutive CSI score improvement
›Doubled e-acquisition of wealth customers
›1H15 record 12% rise in income and AUM
