prepare your business for the - wunderman thompson commerce · 2016-09-14 · prepare your business...
TRANSCRIPT
Prepare Your Business For The
Digital Future Martin Gill, VP, Research Director
23 February 2016
@martinjohngill
Empowered customers give rise to a
new era.
© 2016 Forrester Research, Inc. Reproduction Prohibited 4
Complexity is the new reality
Source: August 27, 2015, “Digitize Your Business Strategy,” Forrester report
© 2016 Forrester Research, Inc. Reproduction Prohibited 5
We found that Digital Experts…
›Take an outside-in approach to designing digital
customer experiences.
›Consolidate digital knowledge from across the
organization into a centre of excellence.
›Define clear KPIs to measure success and drive
ongoing investment.
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
Digital strategy is mainstream
81% Have a clearly defined and articulated digital strategy.
74% Have dedicated and repeatable processes for
managing digital projects.
74% Have the right organization structure and internal skills
necessary to deliver their digital strategy.
64% Can clearly measure the business results of their
digital strategy.
Base: 150 retail, CPG, and B2B organizations in Benelux, Germany, UK and the US Source: A commissioned study conducted by Forrester
Consulting on behalf of Salmon and Rackspace, February 2016
Confidence is high: 41% of firms say they
are exceeding their objectives.
Base: 150 retail, CPG, and B2B organizations in Benelux, Germany, UK and the US Source: A commissioned study conducted by Forrester
Consulting on behalf of Salmon and Rackspace, February 2016
More than half of respondents gained
more insights on their customers’
behaviours.
Base: 150 retail, CPG, and B2B organizations in Benelux, Germany, UK and the US Source: A commissioned study conducted by Forrester
Consulting on behalf of Salmon and Rackspace, February 2016
“We’ve got an app, we’re digital!”
© 2016 Forrester Research, Inc. Reproduction Prohibited 10
For most firms, the focus is too narrow
Base: 150 retail, CPG, and B2B organizations in Benelux, Germany, UK and the US Source: A commissioned study conducted by Forrester
Consulting on behalf of Salmon and Rackspace, February 2016
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
We analysed three key dimensions
Breadth of
focus Outside-In Inside-Out
Depth of
vision Strategic Tactical
Ability to
execute Progressive Traditional
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
Base: 150 retail, CPG, and B2B organizations in Benelux, Germany, UK and the US Source: A commissioned study conducted by Forrester
Consulting on behalf of Salmon and Rackspace, February 2016
Digital
strategy
Organization and digital
technology
Weak
Weak
Strong
Strong
Experts
11%
Strategists
26%
Operators
6%
Laggards
57%
Digital Experts redefine their value
proposition to thrive in the digital age.
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
Funding and measurement block progress
Base: 150 retail, CPG, and B2B organizations in Benelux, Germany, UK and the US Source: A commissioned study conducted by Forrester
Consulting on behalf of Salmon and Rackspace, February 2016
What can you learn from the Digital
Experts?
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
An outside-in approach is key
Base: 150 retail, CPG, and B2B organizations in Benelux, Germany, UK and the US Source: A commissioned study conducted by Forrester
Consulting on behalf of Salmon and Rackspace, February 2016
That’s why Lego starts by designing
experiences, not channels.
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
Organize for cross-functional excellence
Base: 150 retail, CPG, and B2B organizations in Benelux, Germany, UK and the US Source: A commissioned study conducted by Forrester
Consulting on behalf of Salmon and Rackspace, February 2016
That’s why Argos built its Digital Hub.
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
Define the right funding model and KPIs
Base: 150 retail, CPG, and B2B organizations in Benelux, Germany, UK and the US Source: A commissioned study conducted by Forrester
Consulting on behalf of Salmon and Rackspace, February 2016
That’s why Virgin Media maps every
employee’s bonus to NPS.
© 2016 Forrester Research, Inc. Reproduction Prohibited 22
Key takeaways…
›Take an outside-in approach to designing digital
customer experiences.
›Consolidate digital knowledge from across the
organization into a centre of excellence.
›Define clear KPIs to measure success and drive
ongoing investment.
