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Your Digital Experience Technology Strategy Starts With A Customer Journey MapMaxim TambievCountry Manager, Russia

March, 2016

© 2016 Forrester Research, Inc. Reproduction Prohibited 3

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.


Today Customers define corporate and technology strategy


Customers are digital on every step of their journey

Source: “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER


Customers deserve a great experience across their entire journey

These get attention.

These deserve more attention.


“You said that in the coming year, your firm wants to improve the experience of its customers.

What action is your firm taking to achieve this objective?”

Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2015


“You said that in the coming year, your firm wants to improve the experience of its customers. What actions is your firm taking to achieve this objective?”

Digital leads the experience improvement list

Base: global business and technology influencers and decision-makers whose firm prioritizes improving the experience of its customers (1,000+ employees); Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2015


Merchandising

Commerce and order management

Testing, optimization, and

analytics

Customer support and chat

Social listening and interaction

Tech silos prevent great experiencesLead generation and campaigns

Source: “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report

10© 2016 Forrester Research, Inc. Reproduction Prohibited

Everybody owns digital customer experience budgets

IT, 36%Business, 34%

Marketing, 30%

Base: 100 to 135 digital experience delivery decision-makers Source: Forrester’s Q1 2015 Digital Experience Delivery Online Survey


The customer urgency is high.So is the organizational complexity

and the technical debt.So how do you get things done?


Your technology road map starts with a customer journey map

Strategy Business impact Road map

Prioritize capabilities for customer benefit and business value.

Take two paths: quick-win extensions and platform investments.

It’s a digital experience program, not a bunch of projects.

Start with a customer journey map highlighting digital interactions.


Separate strategy from road map to link business and technology






Customer journey mapping is the key to digital transformation

› Put customers at the center of the strategy.

› Link customer benefit and value to digital experiences.

› Cut through politics and organizational silos.

› Establish metrics of engagement and outcomes.

“Documents that visually illustrate customers’ processes, needs, and perceptions throughout

their relationships with a company.”


Assess the business impact to prioritize investments and focus attention






A few thoughts on business impact› Digital is a belief system and rarely a firm calculation.

› Digital interactions fuel revenue or profit, sometimes both.• Assess customer benefit based on research.

• Assess business value based on reach and impact.

› Prioritize digital interactions based on benefit and value.

› Beware of the ROI roadblock.

› Focus on TCO and delivery time instead.


Prioritize digital

interactions on customers’

benefit and business

value

Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report


A simple calculator brings people together

Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report


Sequence your investments with a practical technology road map






Evaluate the technology of the most important digital interactions

Technical cost

Technical solutions

Customer personalization

ExtensionPlatform

Marketingpersonalization

Time to deliverSource: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report


A digital experience platform bridges silos

Touchpoints

Contextual delivery at “the glass”

Marketing Commerce

Customer data ContentOther

services

Service

Extensions + custom

code

Analytics +

insights


Vendors have gone on a shopping spree


“Software to manage, deliver, and optimize experiences consistently across every digital touchpoint.”

Digital experience > basket of capabilities


Evaluating the digital

experience platforms

Source: “The Forrester Wave™: Digital Experience Platforms, Q4 2015” Forrester report

forrester.com

Thank you

Maxim Tambiev+7 903 743 [email protected]