From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Use Your Technology Prowess To Build A Customer Obsessed Enterprise. PRESENTATION: How To Use Your Technology Prowess To Build A Customer Obsessed Enterprise - Given by Laura Ramos, @LauraRamos - Forrester, VP, Prinicipal Analyst

1. Use Your Technology Prowess To
Build A Customer Obsessed
Enterprise
Laura Ramos, Vice President, Principal Analyst

2. We face a wave of digital innovation.

3. Your customers new reality
Perpetually
connected
Pressed
Overrun with
choices
Seeking context

4. © 2015 Forrester Research, Inc. Reproduction Prohibited 4
Agenda
› What it means for digital
› Are organizations ready to succeed?
› Build a customer obsessed enterprise

5. © 2015 Forrester Research, Inc. Reproduction Prohibited 5
Agenda
› What it means for digital
› Are organizations ready to succeed?
› Build a customer obsessed enterprise

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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

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Organizations are ill-equipped for
digital success

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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

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Marketers treat digital
as another line item
on the media plan.

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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

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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

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Agenda
› What it means for digital
› Are organizations ready to succeed?
› Build a customer obsessed enterprise

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Replace their inside-out viewpoint . . .
Inside-out
Capabilities
Processes
Technologies
Resources
Service

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. . . with an outside-in perspective
Inside-out
Capabilities
Processes
Technologies
Resources
Service
Outside-in
Journeys
Contexts
Touchpoints
Personas
Customer
objectives

15. Customer obsession is your only
competitive advantage.

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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

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Create a shared technology agenda
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
Technology
agenda
Technology
agenda
CMO CIO
The BT
Agenda

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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

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Your role: help drive CMO/CIO alignment
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey

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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 New Digital Mindset To Advance
To Digital Experience Mastery

22. Questions?