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We help business and IT leaders make better decisions in a world where technology is radically changing your customers. Forrester understands how customers are changing . . . 42 0,000 global consumer surveys 6 0,000 business surveys 35,000 client inquiries 6,000 technology briefings.

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We help business and IT leaders make better decisions in a world where technology is radically changing your customers
forrester understands how customers are changing
Forrester understands how customers are changing . . .

420,000 global consumer surveys

60,000 business surveys

35,000 client inquiries

6,000 technology briefings

forresters four market imperatives
Forresters four market imperatives

Transform the customer experience

Embrace the mobile mind shift

Age of the Customer

Turn big data into business insights

Become a digital disruptor

social mobile and advertising

Social, Mobile and Advertising

Anthony Mullen

Senior Analyst

September 26, 2013


shorten the distance
Shorten the distance . . .

What they actually get

What your customers need

. . . through utility-based experiences

the customer lifecycle
The customer lifecycle

How Brands are using social and mobile for advertising and marketing





targetted offers driven by mobile sensor data
Targetted offers driven by mobile sensor data

Combining environmental context and connected intelligence. T3 built a system that turns real-time mobile sensor data into context to deliver ultra-relevant experiences.

new york life helps its agents build a facebook presence
New York Life helps its agents build a Facebook presence
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  • No “Like” or “Share” (because they could be construed as endorsements.)

What should you do right now?

shorten the distance1
Shorten the distance . . .

What they actually get

What your customers need

. . . through utility-based experiences



Switch to a customer needs centric approach

Deliver benefits to meet those needs across the customer lifecycle

Shorten the distance between what customers need and what they get – Innovate!


Leverage mobiles unique sensor data in advertising

Provide utility centric services on mobile

Track mobile users across online and offline channels.


Use social on your own web properties to provide depth and support conversion

Anthony Mullen

Senior Analyst

+44 (0) 20 7323 7733

[email protected]

Twitter: @ant_mull

how we help
How we help


social marketing playbook
Social Marketing Playbook

marketing leadership professionals


Social Marketing Spending in 2011

Continuous Improvement: Train Your Team For Social Marketing Success

Performance Management:

Social Media Metrics That Matter

Best Practices:

It's Time To Make Facebook Marketing Work

Tools And Technology

How To Choose The Partners For Social Media Marketing


Build A Push And Pull Social Marketing Process

Strategic Plan: Objectives Are The Key To Social Strategy

Stakeholder Map:

Coordinate Your Social Marketing Stakeholders And Resources


Accelerate Your Social Maturity


Global Social Media Adoption

Business Case: The ROI of Social Marketing


Power Your Brand Ecosystem With Social Media

Executive Overview: Master The Next Wave Of Social

social intelligence playbook
Social Intelligence Playbook

Customer insights professionals


The State Of Social Intelligence, 2012

Continuous Improvement: How To Make Social Data Actionable

Performance Management:

Listening Metrics That Matter

Best Practices: The Keys To A Social Intelligence Command Center

Tools And Technology: The Enterprise Listening Platform Landscape


Organize For Social Intelligence

Strategic Plan: The Road Map To Integrating Social And Customer Data

Stakeholder Map: Roles And Responsibilities For Social Intelligence


Evaluate And Evolve Social Intelligence

Landscape: The Social Intelligence Market Is Immature

Business Case:

The Total Cost Of Listening

Vision: Defining Social Intelligence

Executive Overview: Establish Social Intelligence

experience driven organization playbook
Experience-Driven Organization Playbook

Customer experience professionals


The Customer Experience Index, 2012

Continuous Improvement:

Manage The Customer Experience Project Portfolio

Performance Management:

How Four Firms Measure Customer Experience

Best Practices:

How Companies Improved Their Customer Experience Index Scores, 2011

Tools & Technology:

Enterprise Customer Experience Transformation Consultants


Three Organizational Models For Chief Customer Officers

Strategic Plan: Innovative Customer Experience Strategies

Stakeholder Map: People Who Transform An Experience-Driven Organization

Assessment: Customer Experience Maturity Assessment

Landscape: The State Of Customer Experience, 2012

Business Case: The Business Impact of Customer Experience, 2012


Customer Experience Maturity Defined

Executive Overview: Transform To An Experience-Driven Organization

mobile marketing playbook
Mobile Marketing Playbook

Marketing LEADERSHIP Professionals

Benchmarks: Establish A Baseline For Mobile KPIs

Continous Improvement: Enhance Your In-Market Mobile Programs

Performance Management: Measure Your Mobile Marketing Results

Processes: Understand Immediacy, Simplicity, And Context

Tools And Technology: Get To Know Mobile Tactics

Organization: Organize For Mobile Marketing Success

Strategic Plan: Craft A Maturity-Based Mobile Strategy

Road Map: Advance Through The Stages Of Mobile Maturity

Assessment: Score Your Mobile Marketing Maturity

Landscape: Navigate The Mobile Opportunity With Strategic Partnerships

Business Case: Secure Executive Support For Mobile Marketing

Vision: The Always Addressable Customer

Executive Overview: The Path To Mobile Marketing Mastery

mobile ebusiness playbook
Mobile eBusiness Playbook

ebusiness & channel strategy professionals


Mobile Commerce Key Performance Measurements

Continuous Improvement :Optimize Your Mobile Commerce

Performance Management:

Mobile Measurement Is An eBusiness Imperative

Best Practices:

Executing End-To-End Mobile Services

Tools And Technology:

Mobile Technologies That Drive Sales


Strategic Staffing For Mobile Commerce

Strategic Plan:

A Systematic Approach To Mobile Strategy

Stakeholder Map: The Mobile eBusiness Ecosystem


Forrester's Mobile Maturity Model


2012 Mobile Trends For eBusiness Professionals

Business Case:

Mobile Mandate For eBusiness Professionals


The Future Of Mobile Commerce Is Context

Executive Overview: Boost Customer Relationships Through Mobile Services

21st century brand marketing playbook
21st Century Brand Marketing Playbook


Benchmarks: Benchmark Your Brand Performance

Continuous Improvement: Measure And Manage Brand Health

Performance Management: Manage The Digitization Of Agency Services

Processes: How To Deliver A New Brand Experience

Tools And Technology: Establish New Agency Partnerships

Organization: CMOs Must Lead The Brand Experience

Strategic Plan: Chart A New Course For Your Brand

Road Map: Four Steps To Build Your Brand Experience

Assessments: Evaluate Your Brand Building Capabilities

Landscape: Consumers Demand More From 21St Century Brands

Business Case: Invest In The Brand Building Experience

Vision: Brands Must Adapt To Customers' Higher Standards

Executive Overview: The Post-Digital Rules Of Brand Building