2. Ted Schadler, Vice President, Principal Analyst
WEBINAR Your Digital Experience Technology Strategy Starts With A Customer Journey Map
Ted Schadler, Vice President, Principal Analyst
March 18, Call in at 12:55 p.m. Eastern time

4. Digital leads the experience improvement list
“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?”
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

5. Everybody owns digital customer experience budgets
Business, 34%
IT, 36%
Marketing, 30%
Base: 100 to 135 digital experience delivery decision-makers Source: Forrester’s Q Digital Experience Delivery Online Survey

6. Christophe Blassiau, CX domain reports to the CIO
Shawn Burns
Sr VP Web & Digital Marketing
Office: / Mobile:

7. The customer urgency is high. So is the organizational complexity
and the technical debt.
So how do you get things done?

8. Agenda
How does a customer journey map shape your technology strategy?
How can you build the business case for different interaction priorities?
What’s the best way to achieve quick wins while building for the future?

9. Your technology road map starts with a customer journey map
Strategy
Business impact
Road map
Start with a customer journey map highlighting digital interactions.
Prioritize capabilities for customer benefit and business value.
Take two paths: quick- win extensions and platform investments.

10. Separate strategy from road map to link business and technology
Business impact
Road map
Start with a customer journey map highlighting digital interactions.
Prioritize capabilities for customer benefit and business value.
Take two paths: quick- win extensions and platform investments.

11. A few thoughts on strategy
It’s a digital experience program, not a bunch of projects.
Customer journey maps bring coherence and priorities.
Customer benefit
Business value
Four technology inevitabilities shape your approach.
Mobile, cloud, insights, and microservices
New capabilities are urgent.
A digital experience platform is important.

12. Customer journey mapping is the key to digital transformation
“Documents that visually illustrate customers’ processes, needs, and perceptions throughout their relationships with a company.”
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.

13. Customer journey maps illuminate needs

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

15. Assess the business impact to prioritize investments and focus attention
Strategy
Business impact
Road map
Start with a customer journey map highlighting digital interactions.
Prioritize capabilities for customer benefit and business value.
Take two paths: quick- win extensions and platform investments.

16. These initiatives will pay off the most
These initiatives will pay off the most. The impact is both revenue and profit.
Reach customers along every step of their journeys.
Serve customers in their mobile moments.
Give practitioners the tools to manage experiences.

17. 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.

18. Prioritize digital interactions on customers’ benefit and business value
Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report

19. A simple calculator brings people together
Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report

20. Evaluate the technology of the most important digital interactions
Technical solutions
Customer personalization
Marketing personalization
Extension
Technical cost
Platform
Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report
Time to deliver

21. Personalization: quick win and platform
Quick-win extension: marketing personalization
Improve targeting and behavior-based experiences to improve conversion and dwell time.
Solution: Use a cloud-based personalization point solution to augment an existing marketing or commerce-centric experience.
Digital experience platform: customer personalization
Deliver great experiences for customers based on all your data across the spectrum of engagement: from unknown to loyal.
Solution: Plan to dramatically improve personalization using location, transaction, and profile data with a new platform.

22. Sequence your investments with a practical technology road map
Strategy
Business impact
Road map
Start with a customer journey map highlighting digital interactions.
Prioritize capabilities for customer benefit and business value.
Take two paths: quick- win extensions and platform investments.

23. A few thoughts on technology road map
Feed technology reality back into the strategy.
The link between interactions and technology will help.
Don’t kid yourself: Quick-wins are big wins. Ride them.
But simultaneously fund your new experience architecture.

24. Plot investments on two timelines: quick-win extensions and platform investments

25. Platforms take time but yield many more capabilities
Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report

26. Digital experience platforms defined
Software to manage, deliver, and optimize experiences consistently across every digital touchpoint

27. A digital experience platform bridges silos
Analytics + insights
Touchpoints
Contextual delivery at “the glass”
Marketing
Commerce
Service
Extensions + custom code
Other services
Customer data
Content

28. Evaluating the digital experience platforms
Source: “The Forrester Wave™: Digital Experience Platforms, Q4 2015” Forrester report

29. No vendor covers all the bases
Source: “The Forrester Wave™: Digital Experience Platforms, Q4 2015” Forrester report

30. What does this analysis tell us?
No vendor has everything you need today . . .
. . . but all are playing to own your digital presence.
Integrating the building blocks is your demon . . .
. . . so plan to use the cloud and RESTful integration.
You’ll have to make bigger platform bets . . .
. . . while steadily improving experiences today.

31. We have three reports to help you plan
Strategy
Business impact
Road map

32. Ted Schadler
blogs.forrester.com/ted_schadler

33. DIGITAL TRANSFORMATION 2016
May 10–11, 2016 • JW Marriott Orlando Grande Lakes • Orlando
Your customers, your products, your business operations, and your competitors are fundamentally digital. Both business leaders and technology innovators must transform to a thoroughly digital business or face becoming digital prey.
New this year: DIGITAL TRANSFORMATION brings these groups together to help you collaborate and successfully transform your organization. Attendees will learn how the newest digital platforms and emerging ecosystems can accelerate their journey, and we'll identify best practices, ideas, and behaviors.