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Dots 2016 - VP Principal Analyst at Forrester Research
1.
@MartinJohnGill Martin Gill, Research
Director Let Customers Lead Your Digital Strategy
2.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 2
3.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 3
4.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 4 Source: $64 million 53%
5.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 5
6.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 6 $247 million 93%
7.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 7 Source: $247 million 93%
8.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 8 $247 million 93%
9.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 9 Do you know what your customers want?
10.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 10 Do you know why they want it?
11.
› Image: http://www.boots-uk.com/
12.
› http://fortune.com/2015/11/15/john-deere-software-services-agriculture-data/
13.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 13 Source:
14.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 14 Source: Just knowing what your customers do doesn’t make you customer led.
15.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 15 Collaborate to serve customers Understand customers’ WHYs
16.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 16 Collaborate to serve customers Understand customers’ WHYs
17.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 17 Customer-led firms understand WHY Customer Led: Ethnography Customer Aware: Surveys
18.
› http://www.imore.com/easyjet-app-update-brings-mobile-boarding-passes-and-passbook-support
19.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 19 Customer-led firms understand WHY Customer Led: Unstructured data Customer Aware: Structured data
20.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 20 Source: https://www.youtube.com/watch?v=n4BlZH6s6MI
21.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 21 Customer-led firms understand WHY Customer Led: Co-creation Customer Aware: Market research
22.
› https://www.lenovo.com
23.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 23 Customer-led firms understand WHY Customer Led: Predictive analytics Customer Aware: Descriptive analytics
24.
© 2016 Forrester
Research, Inc. Reproduction Prohibited 24
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© 2016 Forrester
Research, Inc. Reproduction Prohibited 25 Customer-led firms understand WHY CUSTOMER AWARE CUSTOMER LED EthnographySurveys Unstructured dataStructured data Co-creationMarket research Predictive analyticsDescriptive analytics
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Research, Inc. Reproduction Prohibited 26 Collaborate to serve customers Understand customers’ WHYs
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Research, Inc. Reproduction Prohibited 27 Marketing Technology Insights DesignOperations Service Sales Content Customers
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Research, Inc. Reproduction Prohibited 28 Source: Forrester/Odgers Berndtson Q3 2015 Global Digital Business Online Survey. 68%
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Research, Inc. Reproduction Prohibited 29 Base: 412 US companies Source: Forrester’s Business Technographics™ Global Marketing Survey, 2015 18%
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Research, Inc. Reproduction Prohibited 30 Customer journey mapsCustomer journey maps??
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Research, Inc. Reproduction Prohibited 31 Collaborative journey maps
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© 2016 Forrester
Research, Inc. Reproduction Prohibited 33 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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© 2016 Forrester
Research, Inc. Reproduction Prohibited 35 Visualize and share Monitor and optimize Link and reveal
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Research, Inc. Reproduction Prohibited 36 Collaborate to serve customers Understand customers’ WHYs
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Research, Inc. Reproduction Prohibited 39 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/
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› 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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Research, Inc. Reproduction Prohibited 41 https://www.net-a-porter.com/alfresco/nap/webAssets/webPage/advertise-with-us/desktop/common/NAP_Media_Kit.pdf
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Research, Inc. Reproduction Prohibited 42 www.net-a-porter.com
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© 2016 Forrester
Research, Inc. Reproduction Prohibited 43 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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© 2016 Forrester
Research, Inc. Reproduction Prohibited 44 Getting started…
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Research, Inc. Reproduction Prohibited 45 Bridge digital and the physical worlds. Prioritize high-impact interactions. Work across functional boundaries.
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