dots 2016 - vp principal analyst at forrester research
TRANSCRIPT
@MartinJohnGill
Martin Gill, Research Director
Let Customers Lead Your Digital Strategy
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Source:
$64 million 53%
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$247 million 93%
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Source:
$247 million 93%
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$247 million 93%
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Do you know what your customers want?
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Do you know why they want it?
› Image: http://www.boots-uk.com/
› http://fortune.com/2015/11/15/john-deere-software-services-agriculture-data/
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Source:
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Just knowing what your customers do doesn’t make you customer led.
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Collaborate to serve customers
Understand customers’ WHYs
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Collaborate to serve customers
Understand customers’ WHYs
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Customer-led firms understand WHY
Customer Led: Ethnography
Customer Aware: Surveys
› http://www.imore.com/easyjet-app-update-brings-mobile-boarding-passes-and-passbook-support
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Customer-led firms understand WHY
Customer Led: Unstructured data
Customer Aware: Structured data
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Source: https://www.youtube.com/watch?v=n4BlZH6s6MI
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Customer-led firms understand WHY
Customer Led: Co-creation
Customer Aware: Market research
› https://www.lenovo.com
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Customer-led firms understand WHY
Customer Led: Predictive analytics
Customer Aware: Descriptive analytics
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Customer-led firms understand WHY
CUSTOMER AWARE CUSTOMER LED
EthnographySurveys
Unstructured dataStructured data
Co-creationMarket research
Predictive analyticsDescriptive analytics
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Collaborate to serve customers
Understand customers’ WHYs
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Marketing
Technology
Insights
DesignOperations
Service
Sales
Content
Customers
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Source: Forrester/Odgers Berndtson Q3 2015 Global Digital Business Online Survey.
68%
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Base: 412 US companiesSource: Forrester’s Business Technographics™ Global Marketing Survey, 2015
18%
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Customer journey mapsCustomer journey maps??
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Collaborative journey maps
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Monitor and optimize digital interactions through metrics and insights.
Link and reveal how technology, processes, and people deliver the customer experience.
Visualize and share important journeys and touchpoints, including digital interactions.
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Visualize and share
Monitor and optimize
Link and reveal
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Collaborate to serve customers
Understand customers’ WHYs
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https://contently.com/strategist/2015/09/03/the-new-model-how-net-a-porter-keeps-the-fashion-industry-on-its-heels/https://contently.com/strategist/2013/10/03/the-story-behind-the-furrow-2/
› http://www.myciin.com/en/p/net_a_porter_s_natalie_massenet_is_chairman_until_end_of_2016
“People always say to me, ‘You’ve really strived to redefine retail.' But the reality is, I wanted to redefine magazines.” — Natalie Massenet
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https://www.net-a-porter.com/alfresco/nap/webAssets/webPage/advertise-with-us/desktop/common/NAP_Media_Kit.pdf
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www.net-a-porter.com
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40,000 subscribers.
80% of readers have shopped.
1.5 million print readers.
50% are new to the brand.
Subscriber spend increases by 125%
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Getting started…
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Bridge digital and the physical worlds.
Prioritize high-impact interactions.
Work across functional boundaries.
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