2024年調整數字接觸點戰略：為2050年做好準備.pdf

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1、Adapting Your Digital Touchpoint Strategy in 2024:Get Ready For 2050Fiona SwerdlowVP,Research DirectorJanuary 17,2024 Forrester Research,Inc.All rights reserved.AgendaWhat is the future of consumer digital experiences?1What is the state of immersive interfaces?2What challenges do enterprises face?45

2、How can you start to prepare for the future today?What is the state of invisible experiences(IX)?32 Forrester Research,Inc.All rights reserved.2Lets look at the future we can see today 3 Forrester Research,Inc.All rights reserved.3Future experiences will be simultaneously more immersive and invisibl

3、e.Forrester Research,Inc.All rights reserved.Future experiences will be simultaneously more invisible and more immersiveTodayFutureFuture+10 yearsINVISIBLEIMMERSIVE+10 years“Glass”Forrester Research,Inc.All rights reserved.TodayFutureFuture+10 yearsINVISIBLEIMMERSIVE+10 years“Glass”ACTIONSUGGESTIONI

4、NFORMATIONSIMPLICITYThe best brands will understand their customers well enough to anticipate some of their needs and engage them proactivelyANTICIPATORYCONSUMERPULL Forrester Research,Inc.All rights reserved.TodayFutureFuture+10 yearsIMMERSIVE+10 years“Glass”HUMAN&REALISTICCONVERSATIONALXRCHATVOICE

5、AR/VRMETAVERSEINVISIBLEMachines will mimic and enhance humans and the world around us and ultimately offer us virtual alternatives Forrester Research,Inc.All rights reserved.All the elements are visible today just less sophisticated and in smaller proportionsTodayFutureFuture+10 yearsIMMERSIVE+10 ye

6、arsHUMAN&REALISTICINVISIBLEANTICIPATORYXRVoiceChatGUIRemove stepsTake actionMakesuggestionsSendinformation“Glass”8Keep in mind:There are no big leaps forward!Well see a gradual evolution as technology improves and brands have more of the right data(context)to deliver increasingly immersive and invis

7、ible experiences.This is an“AND”and not an“OR.”We will still make phone calls,receive direct mail,struggle with exasperating IVRs or virtual assistants via chat,etc.We wont do everything or even most things in the mythical metaverse.These new experiences opportunities will be exciting once we start

8、doing new things rather than old things in new ways.9 Forrester Research,Inc.All rights reserved.Forrester thinks of a consumer journey or experience as a set of moments.The future is uncertain,but the path isnt Forrester Research,Inc.All rights reserved.Each moment has four components10What(content

9、)Where(channel)When(trigger)Who(consumer)ContextConstruction Forrester Research,Inc.All rights reserved.Imagine all the moments a consumer has each day11It Is 2050:Your Website Is DesertedWebsiteMobile AppConversation(VA)OutboundExtended Reality/MetaverseOther Forrester Research,Inc.All rights reser

10、ved.Web and mobile touchpoints dominate 12It Is 2050:Your Website Is DesertedWebsiteMobile AppConversation(VA)OutboundExtended Reality/MetaverseOther2020 Forrester Research,Inc.All rights reserved.Conversational interfaces and invisible experiences are growing13It Is 2050:Your Website Is DesertedWeb

11、siteMobile AppConversation(VA)OutboundExtended Reality/MetaverseOther2030 Forrester Research,Inc.All rights reserved.Your website and mobile app will be less relevant14It Is 2050:Your Website Is DesertedWebsiteMobile AppConversation(VA)OutboundExtended Reality/MetaverseOther2050 Forrester Research,I

12、nc.All rights reserved.AgendaWhat is the future of consumer digital experiences?1What is the state of immersive interfaces?2What challenges to enterprises face?45How can you start to prepare for the future today?What is the state of invisible experiences(IX)?3 Forrester Research,Inc.All rights reser

13、ved.16Consumers want convenience not conversations.Conversations are not convenient today.Emerging tech will improve conversational interfaces.Consumers have embraced chat as an interface.Forrester Research,Inc.All rights reserved.17Apples Vision Prowill renew energy inImmersive ExperiencesImage sou

14、rce:Apple Forrester Research,Inc.All rights reserved.AgendaWhat is the future of consumer digital experiences?1What is the state of immersive interfaces?2What challenges do enterprises face?45How can you prepare for the future today?What is the state of invisible experiences(IX)?3 Forrester Research

15、,Inc.All rights reserved.Invisible experiences are nascent but evolving constantly.The future is uncertain,but the path isnt Forrester Research,Inc.All rights reserved.State of invisible experiences(IX)Everyone wants it.No one has it.Its hard to do.Forrester Research,Inc.All rights reserved.Invisibl

16、e experiences occur in three stagesAchieve ResultsInvisible experiences=Anticipate needAnticipation demands well-understood customer journeys or the ability to watch consumers in real time.Act on the informationActing on this information requires brands to use real-time context or insights to choose

17、 consumers,channels,content/services,or triggers quickly.+Forrester Research,Inc.All rights reserved.Brands lack the capabilities todayAchieve resultsLess engagement on web or app properties14%of those interviewed agreed.“We are so effective at serving our customers proactively that the use of our a

18、pp or website is decreasing.”Anticipate needAnticipation demands well-understood customer journeys or the ability to watch consumers in real time.28%of interviewed executives agreed.“We can anticipate the needs of our consumers.”Act on the informationActing on this information requires brands to use

19、 real-time context or insights to choose consumers,channels,content/services,or triggers quickly.“Do you use notifications to serve your customers proactively?”54%of those interviewed said“yes.”+=23 Forrester Research,Inc.All rights reserved.Three conditions set up successful IX opportunitiesThe fut

20、ure is uncertain,but the path isnt Forrester Research,Inc.All rights reserved.1.Consumers have needs.Wellness:“Stick to prescribed treatment.”Shopping:“Find great stylish boots for winter.”Financial:“Save for retirement.”Insurance:“Get a good deal.”Forrester Research,Inc.All rights reserved.1.Consum

21、ers have needs.Get peace of mind:“Package delivered.”Complete a task:“Pay a bill.”Achieve a goal:“Maintain blood sugar levels.”2.Consumers value convenience.Forrester Research,Inc.All rights reserved.1.Consumers have needs.Build Trust:“Patient feels better.”Patientshares information:“I exercise 7 da

22、ys each week,but my energy is low.”MDeliver value:“Vitamin B will help your energy.”2.Consumers value convenience.3.Consumers trust the brand.Forrester Research,Inc.All rights reserved.Good invisible experiences today offer smart suggestionsWellnessTransportationUtilities Forrester Research,Inc.All

23、rights reserved.AgendaWhat is the future of consumer digital experiences?1What is the state of immersive interfaces?2What challenges do companies face?45How can you start to prepare for the future today?What is the state of invisible experiences(IX)?329 Forrester Research,Inc.All rights reserved.Cha

24、llenges are far-ranging.Forrester Research,Inc.All rights reserved.Enterprises will face challenges Too little funding:Delivering invisible experiences isnt a high enough strategic priority.Insufficient technology:Executives lack data,automation,and integration into existing solutions.Not enough of

25、the right data:Enterprises lack the data and analytics capabilities needed to build insights.Lack a sophisticated data strategy:Real-time context depends on a sophisticated data strategy,but enterprises fail to collect,clean,and distribute data.Too little automation.30 Forrester Research,Inc.All rig

26、hts reserved.AgendaWhat is the future of consumer digital experiences?1What is the state of immersive interfaces?2What challenges do enterprises face?45How can you start to prepare for the future today?What is the state of invisible experiences(IX)?3 Forrester Research,Inc.All rights reserved.Forres

27、ter is building an Invisible Experiences(IX)playbook:Evolving enterprise-wide competencies to deliver invisible experiences is complicated and crosses roles.Forresters internal cross-functional effort involves more than two dozen analysts.Conducting research to help enterprises understand what conte

28、xt(i.e.,data and insights)they will need as well as how they must build the trust to obtain data from customers.Access to data and customer trust has never been more essential.Building an IX Playbook:Weve identified more than 60 competencies that enterprises will need to deliver these experiences.Fo

29、r each competency,weve put together a map that tells executives how to start and identifies the steps forward(i.e.,how to evolve your sophistication).Weve built the first 25 maps.Each competency map includes examples of what each step forward will allow you to deliver.It also includes example strate

30、gies as well as the talent,processes,metrics,and technology you will need to execute.Each map will include links to Forrester reports that offer more“how to”depth.32 Forrester Research,Inc.All rights reserved.Top 25 competencies fall into 6 categories;data is the common theme33PersonalizationRTIM Re

31、commendation EngineIdentityIdentity ResolutionAudience SelectionMaster Data ManagementPreference CentersConsentConsent ManagementData StrategyData GovernanceData OperationsData EnablementData TechnologyData Sharing EcosystemData DomainCustomer DataCustomer Data StrategyCustomer AnalyticsExplainable

32、AIResponsible AIMachine LearningGenerative AISpeech&Text AnalyticsMaster Content Creation,Selection,And Delivery To Serve Customers In Their Moments123Build Customer Understanding With Strong Identity Resolution ToolsObtain Customer Consent To Collect And Use Data And Permission To Serve Them456Data

33、 Is The Raw Material To Enable And Fuel Anticipatory ExperiencesCollect And Analyze Customer Data To Understand And Serve Your Customers WellUnleash The Power Of Insights Using AI And ML Forrester Research,Inc.All rights reserved.Example of a competency map:Identity Resolution34BEGINNERINTERMEDIATEA

34、DVANCEDASPIRATIONAL Maturity Channel-level identificationKnown and pseudonymous Referential identification across channels Proprietary identity graph ExampleEmail uses email address.SMS uses cell phone number.Use personally identifiable information(PII)when consumer has consented to allow the enterp

35、rise to use their data.Company uses a single cookie within the browser.Brand now has a persistent referential identifier for everyone where they can find one.Referential systems do not guess.Now brands begin to form their own opinions about how data should be matched and used.Strategy Execution-orie

36、nted and have the goal of cross-selling productsEvolving how data matching is done,with the goal of brands recognizing customersBuilding an ongoing relationship with customersAchieving competitive advantageTalentLine-level managers+Developers and IT staff+More sophisticated developersData scientists

37、 ProcessOutbound communication channel owner curatesaudiences.The customer will be defined at the phone number-or email address-level.Collect,match,and store customer data based on level of identification and identity signals.Inbound data and identity signals are matched to a third-party master refe

38、rence database and across different identities,and a standard identifier is returned.Develop an in-house reference database containing identification signals and rules/models to establish connections across IDs.MetricsAddressable universe Match rate and accuracy Scale and persistence Marketing perfo

39、rmance Technology Application tools for emailTools across channels(i.e.,CDP and data storage)Enterprise architecture Bespoke solutions 35 Forrester Research,Inc.All rights reserved.How you start today.The future is uncertain,but the path isnt Forrester Research,Inc.All rights reserved.1.Make smart u

40、se case choices36Complete Tasks Quick Simple Context-sensitiveSeek Entertainment Joyful Communal EmotionalEducate Themselves Discovery Fulfillment Self-efficacyPursue Goals Accomplishment Satisfaction EmpowermentWe regard a task as an activity that must be completed within a time constraint,with spe

41、ed and efficiency,in service of a larger purpose.There is a chore-like quality to tasks something consumers do because they have to.We pursue entertainment in search of amusement,enjoyment,and even distraction.Technology has played a significant role in entertainment,and it can be transformative,Acq

42、uiring knowledge and skill is vital to a human beings ability to adapt and influence their environment.People educate themselves to acquire the right tools and resources to achieve their goals confidently A goal represents an end state or a finish line the consumer wants to attain,one that they work

43、 through multiple steps to arrive at.We differentiate completing a task from achieving a goal based on the meaningfulness of the activity.CHARACTERISTICS Forrester Research,Inc.All rights reserved.Consumers will value IX when they need tasks,goals,and peace of mind37Complete Tasks Quick Simple Conte

44、xt-sensitiveSeek Entertainment Joyful Communal EmotionalEducate Themselves Discovery Fulfillment Self-efficacyPursue Goals Accomplishment Satisfaction EmpowermentWe regard a task as an activity that must be completed within a time constraint,with speed and efficiency,in service of a larger purpose.T

45、here is a chore-like quality to tasks something consumers do because they have to.We pursue entertainment in search of amusement,enjoyment,and even distraction.Technology has played a significant role in entertainment,and it can be transformative,Acquiring knowledge and skill is vital to a human bei

46、ngs ability to adapt and influence their environment.People educate themselves to acquire the right tools and resources to achieve their goals confidently A goal represents an end state or a finish line the consumer wants to attain,one that they work through multiple steps to arrive at.We differenti

47、ate completing a task from achieving a goal based on the meaningfulness of the activity.CHARACTERISTICS Forrester Research,Inc.All rights reserved.2132.Evolve your strategy as you can and as your customers tolerateStart by designing or guiding customers along well understood journeys.38Using streami

48、ng data or analytics,watch and listen to customers who trust you.Use context to build insights to anticipate customers needs and act on those insights quickly.These customers must trust you enough to share a breadth of data assembled from multiple sources.Forrester Research,Inc.All rights reserved.3

49、.Imagine your experiences or journeys as a sum of moments39 Forrester Research,Inc.All rights reserved.4.Modernize your data strategy40Build a comprehensive data strategy.Create a strategy to collect zero-party data.Generate insights in real time by closely watching and listening to your customers a

50、s well as using ML/AI to anticipate their needs.Ensure that your use of AI is ethical and explainable.Abide by customer privacy regulations and evolve this competency into a differentiator.Forrester Research,Inc.All rights reserved.5.Context drives the assembly of moments41What(content)Where(channel

51、)When(trigger)Who(consumer)ContextConstructionIn the future,moments will be created dynamically Forrester Research,Inc.All rights reserved.6.Customers will give you more data over time as you deliver value and as they learn to trust you.Failing on trust has severe consequences.42ValueBrands generate

52、 morevalue for customers andultimately their business.TrustBrand builds more trust with the customer.DataCustomer sharesmore data.Forrester Research,Inc.All rights reserved.7.Align metrics with your use case 43MarketingAcquisitionConversionsRevenueBrand PerceptionInvisibleExperiences TasksSpeed(fast

53、)Engagement(less)Easy(perception)MarketingNBXExamples:help,assistance,peace of mindExamples:promotions,advertisement,salesGoalsOutcomesConfidencePeace ofMindEffectivenessSatisfactionLoyaltyCLV Forrester Research,Inc.All rights reserved.Forrester Research,Inc.All rights reserved.1.Make smart use case

54、 choices(e.g.,tasks,goals,peace of mind).2.Advance your invisible use cases as fast as you and your customers can tolerate.3.Imagine your experiences or customer journeys as the sum of many moments.4.Develop a strategy to modernize and evolve your data and customer analytics competencies.5.Evolve your process to assemble moments from static to dynamic.6.Build customer trust over time as you deliver value.7.Align metrics to your use cases.Invisible Experiences:SummaryThank You.Forrester Research,Inc.All rights reserved.Fiona SwerdlowVP,Research Director