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Digital transformation requires
customer obsessionFred Giron, VP & Research Director
December 1st, 2016
© 2016 Forrester Research, Inc. Reproduction Prohibited 3Image source: Straits Times
© 2016 Forrester Research, Inc. Reproduction Prohibited 4Source: Forrester’s “The Rise Of The Empowered Customer” report
© 2016 Forrester Research, Inc. Reproduction Prohibited 5
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
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
7© 2016 Forrester Research, Inc. Reproduction Prohibited
How do you operate in the
Age of the Customer?
8© 2016 Forrester Research, Inc. Reproduction Prohibited
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Customer led
Insights driven
Fast
Connected
Customer-obsessed operating principles
FROM
Customer aware
Data rich
Perfect
Siloed
TO
© 2016 Forrester Research, Inc. Reproduction Prohibited 10
Customer led
Insights driven
Fast
Connected
Customer-obsessed operating principles
FROM
Customer aware
Data rich
Perfect
Siloed
TO
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
Understand your customers’ digital behaviors
Base: 4,006 APAC online adults; Source: Forrester’s Consumer Technographics Asia Pacific Online Survey, 2016
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
Forrester’s Empowered Customer Segmentation in Asia Pacific
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
Most empowered AP customers live in large cities in China and India
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
The Five Disciplines Of Design Thinking
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
Customer led
Insights driven
Fast
Connected
Customer-obsessed operating principles
FROM
Customer aware
Data rich
Perfect
Siloed
TO
© 2016 Forrester Research, Inc. Reproduction Prohibited 17
Only 16% of AP
companies are
“very satisfied”
with their analytics
capabilities
IT turns around
business requests
for data sources
or reports in
weeks or months,
or more not days
(>85%).
83% of AP firms
are or will be
using big data
analytics in 2017.
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You need to build systems of insight
All data Possible
actionsInsights-to-execution
Process
Insights team
Insight platform
Right
dataEffective
actions
Source: “Digital Insights Are The New Currency Of Business” Forrester report
MasterCard’s “Digital and e-Commerce Engine”
turn opportunities to results in 12 hours
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
You will have many insights teams
Source: April 27, 2015, “Digital Insight Is The New Currency Of Business” Forrester report
MasterCard started here
MOL opens data APIs to offer clients more value
© 2016 Forrester Research, Inc. Reproduction Prohibited 22
Customer led
Insights driven
Fast
Connected
Customer-obsessed operating principles
FROM
Customer aware
Data rich
Perfect
Siloed
TO
© 2016 Forrester Research, Inc. Reproduction Prohibited 23
Two-Speed IT Is An Admission Of Failure To Transform
Source: Forrester’s “Digital Labs Are A Temporary Fix” report
Process integration to create a new way
of working
Nordstrom
integration
approach
© 2016 Forrester Research, Inc. Reproduction Prohibited 25
DevOps is core to digital transformation
© 2016 Forrester Research, Inc. Reproduction Prohibited 26
Look to the cloud to help
Digitise For Agility Over Efficiency
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“Design for no-ops” “Zero-back office”
© 2016 Forrester Research, Inc. Reproduction Prohibited 28
Customer led
Insights driven
Fast
Connected
Customer-obsessed operating principles
FROM
Customer aware
Data rich
Perfect
Siloed
TO
© 2016 Forrester Research, Inc. Reproduction Prohibited 29
Firms Shift From Silos To Clusters To Speed Decision-Making Cycles
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APIs help source agility from a digital ecosystem of partners
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Saxo BankTrading platform
Source: June 2015, “How APIs Reframe Business Strategy” Forrester report
Saxo Bank’s APIs are critical to disruption
APIs
Institutional customers
Web
Custom UX
White label UX • Core business
capability becomes a revenue source.
• Innovation is decoupled.
• The bank wins from customer innovation.
The shift
• What is the bank’s key value-add?
• Its trading platform? Its trading UX? Both?
• From where will the next unbundling come?
The questions
“If we don’t disrupt our own business, then
someone else will — out of the blue.”
— Ashley Latham, CIO, Saxo Bank
• Loosely-coupled strategies for each asset and capability.
• API-enable more and more of them.
• Disrupt where possible, react when needed.
The strategy
© 2016 Forrester Research, Inc. Reproduction Prohibited 32
Customer led
Insights driven
Fast
Connected
Customer-obsessed operating principles
FROM
Customer aware
Data rich
Perfect
Siloed
TO
© 2016 Forrester Research, Inc. Reproduction Prohibited 33
Customer led
Insights driven
Fast
Connected
Customer-obsessed operating principles
Start With Your Customer’s Outcomes In
Mind, Not Your Products And Services.
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Customer Journey: Reduce Time & Remove Pain
› Examine the journey.
› Analyze touchpoints.
› Eliminate unnecessary
touchpoints.
› Make it easier/faster &
Increase pleasure.
› Focus on business value
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