analyst keynote: putting customers first requires innovation and identity - paris identity summit...

Jennifer Belissent, Ph.D.Principal Analyst

15 November 2016

Putting Customers First Requires Innovation and Identity

© 2016 Forrester Research, Inc. Reproduction Prohibited 4

Enter The Age Of The Customer

October 2013 “Competitive Strategy In The Age Of The Customer”

• Tesla• Salesforce.com• Facebook• reBuy


Source: Forrester Business Technographics, Priorities and Journeys, 2016

The Customer Drives Transformation

70% of firms prioritize improving the customer experience

69% of firms prioritize improving products and services

56% of firms prioritize improving their ability to innovate


Innovation Requires Customer-Centricity

Source: Forrester Business Technographics, Priorities and Journeys, 2016

“Improve our understanding

of customer needs”


European Companies Must Pay Attention


Empowered Customers Demand Great Experiences…

Discover Explore Buy

Engage UseAsk

…along the entire customer journey…


Digital Customer Experience

Digital Operational Excellence

Digital Product Innovation

...But Digital Transformation Happens In Business Silos

CMO, CX Leader, CIO, Sales Leaders

LoB Heads, CIO, Enterprise Architects

Product CTO, R&D Heads, CIO, Partners, Customers

Reshape your business DNA

around the customer


Knowing Your Customer Isn’t What It Used To Be… Profile management

Ability to manage life cycle of user's identity data including creation, validation, augmentation, maintenance, usage, and end-of-life.

Preference management User-centric controls at an application level to determine how users want to interact with a given product or service.

Privacy management User-centric controls to determine how personal data is collected and used, including opt-out options for marketing emails and sharing attribute data with third parties.


A Tangled Customer Engagement Network


Customer Journey Mapping Improves CX› Examine the journey and

analyze touchpoints

› Eliminate unnecessary touchpoints

›Cutting through politics and organizational silos

›Driving business-IT alignment


Operational Models Must Be Transformed

Employees can come from different groups, have multiple roles across different clusters.

Clusters Speed Decision Cycles


Differentiate Employee And Customer IAM

Source: Q&A: 10 Questions To Ask Before Deploying Customer Identity And Access Management


Software enabled products drive sustainable business

Kaeser: Selling compressed air as-a-service

Rolls-Royce: Selling flying hours of aircraft turbines

Kärcher: Selling operational hours of street cleaning

machines

Customer-Centric R&D


A Proliferation Of Products And Services

Available only in black

Out of 500,000 units only 2 cars are the same

Drivers configure services to meet their needsAnd More Continuous Engagement


And That Makes Many Uncomfortable…54% of decision-makers are concerned about the potential risks of IoT including…

Source: Forrester’s Business Technographics Global Security Survey, 2016

High level of concern (4,5)

Internal hackersPhysical compromise due to internet of things device failures

IoT device hardeningThird party collection of device usage patterns and data from intelligent devices

Lack of authentication and authorization for access to intelligence devicesFirmware updates

Denial of service attacks to intelligent devicesPrivacy violationsExternal hackers

58%59%60%

63%64%64%66%

69%74%

Base: Decision-makers responsible for security


Increasing

security and privacy capabilities are the

#1 technology priority

Good CX Requires Security And Privacy


Sustainable Business Transformation Means…

› Put delivering new customer value at the center of what you do to breakdown the silos – know your customers

› Simplify operations, processes, organization, and technology to be more nimble – cluster your employees

› Offer software-enabling products and services to be a more customer-centric business – deliver contextual relevance

› Balance the need for flexible and agile processes in a dynamic environment with security and privacy – ensure trust

forrester.com

Thank you

Jennifer Belissent, Ph.D

+33 6 12 67 48 [email protected]