Forrester Names 2016 Top 10 Success Factors

Successful businessman on the finishing line of a track
SHARE
THIS



Forrester has released its top 10 factors to determine who wins and who fails in the age of the customer.

“In 2016, the gap between customer-obsessed leaders and laggards will widen,” Forrester said in its report revealing its opinion on what sets the leaders apart from the rest.

“Leaders will take on the hard work of shifting to a customer-obsessed operating model; laggards will aimlessly push forward with flawed digital priorities and disjointed operations.”

Top 10 critical success factors in 2016:

  1. Personalisation

Leaders will understand and anticipate individual needs to deliver personal experiences, sharply increasing their lead in the market. Forrester warns that laggards struggle to unleash the power of customer intelligence.

  1. Customer Service

Leaders will execute multidiscipline customer service strategies to change internal operations to deliver high value, personalised experiences. The majority of firms, however, will continue to think small and be left behind with out-dated customer service tactics.

  1. Consumer Lead Market

In 2016 there will be an extraordinary leadership disruption as companies adapt to a consumer lead market. Leading companies will have CEOs who drive change and take on a rapidly changing market. Laggards will try to maintain old and unworkable leadership structures.

  1. Culture

Leaders will invest in culture to accelerate both the pace of changes and the speed of business. They are quickly initiating culture efforts that transform operations and gain new levels of business agility.

  1. Disruption

Leaders will fundamentally change the pace of their business, shredding cumbersome annual processes for agile ones that work at the pace of dynamic customers and disruptors. Laggards will respond poorly to market threats and witness a dangerous gap between themselves and their customers.

  1. Loyalty

Leaders will evoke loyalty programs to work with their customers, fundamentally changing the meaning and strength of affinity. They are putting in place programs that allow customers to be a part of their business while laggards are trying to optimise aged loyalty programs that have minimal impact on affinity or spend.

  1. Analytics

Cutting edge algorithms will give leaders a leg up over competitors drowning in data and using run-of-the-mill analytics. Leaders will be able to anticipate and deliver customer value. Laggards will be unable to unite data with customer operations.

  1. Digital

Innovation spend is on the rise, digital skills are in hot demand, and a new breed of digital savvy senior leaders is emerging. Leaders will master digital to drive growth and share. Laggards will become digital dinosaurs and face the risk of extinction.

  1. Privacy

Privacy will move from a niche consideration to a value to which customers will respond. Leaders are asserting and providing differentiated privacy protection. Laggards will continue to treat privacy as a niche issue, losing both wallet share and customers.

  1. Operations

Leadership teams responding to a customer-led market are asking a simple yet profound question: How do we operate to win? In 2016 leaders will put in place customer-obsessed operating models; laggards will merely market themselves as customer-obsessed.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]