#ForrForum Day 2 – Embracing Digital Change


Share on LinkedIn



Day 2 of Forrester’s eBusiness and Strategy Conference continued to focus on the impact of Digital.

Bill Doyle opened the day by providing prospective.

We Are In The Age of the Customer

1900 – Age of Manufacturing

1960 – Age of Distribution

1990 – Age of Information

2010 – Age of the Customer

Differentiate on how you treat the customer – be Customer Obsessed

Martin Gill Provided IT Advice

  • Nearly 25% of adults are online with 3 or more devices
  • 2.6 – avg # of operating systems developers deploy to
  • 4.1 – avg # of form factors developers support
  • 4.6 – avg # of browsers web developers test

What’s keeping IT from morning faster? Cost center, SLAs, Compliance, Consistency, Standards, Fear of failure, governance, waterfall processes

Optaros Provided Advice on Digital Strategy Development

Creating relevant digital commerce capabilities

  1. Strategy – Do you understand the priorities that will drive business success throughout this revolution?
  2. Customer Experience – How can you understand the new rules of engagement from the consumer’s point of view?
  3. Technology – Growing choice and complexity in technology creates huge opportunity – but is technology enough?
  4. Partners – Do your partners understand what it takes you help YOU win?

Impact of Digital on Business

Digital Commerce has profound business impact and the C-Suite has noticed

The 10 : 50 : 100 rule – Kantar Group

10% of retail is online today

50% of all retail is influenced by digital

100% of all retail is impacted by digital

Disruption: Customers have taken control

  • Erosion in Trust & Loyalty – more trust in what others are saying about the brand
  • Social Influence
  • Transparency – be prepared to react to the fact that everything is done publicly
  • Ubiquitous Access
  • Increasing Speed
  • Relevant & Consistent
  • New Basis of Competition – for example, how to compete with Amazon

Leading Digital Change – What you should be thinking about?

  • Organizational “Revolution” align your corporate and digital strategies
  • Know your customers and what motivates them
  • Understand all your competitors
  • Think beyond .com and the single URL
  • Plan for the unexpected – be agile
  • Focus on both revenue generation and cost control
  • Priorities beyond the next budget cycle

By 2017, CMOs will spend more on IT than CIOs & CTOs – McKinsey

How Mobile Can Transform Your Customer Experience

Forrester Ron Rogowski provided great info on mobile

Why haven’t firms made the mobile shift?

  • Don’t understand how their customers operate
  • Focused on legacy interaction models
  • Lack skills to design and develop breakthrough mobile experiences
  • More devices = greater overall activity (it’s net new activity)

Mobile shifts all three core attributes of a customer experience

  • Enjoyable – how enjoyable are you to do business with?
  • Easy – how easy are you to do business with?
  • Meet needs – how effective are you at meeting your customers needs?

Republished with author's permission from original post.

John Refford
Natixis Global Asset Management
John Refford is a Financial Service professional with 17 years experience including 13 years management experience. John writes about Marketing Technology at his personal blog refford.com and at his personal twitter account @iamreff. His writings reflect his own opinions and not those of his employer.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here