2019 will be the year that transformation goes
pragmatic
LONDON, Nov. 12, 2018 /PRNewswire/ -- Forrester's
2019 predictions identify the major dynamics that will affect
companies in the coming year – a year where firms will shift from
strategic ambitions to pragmatic, surgical efforts.
In 2018, leaders set their sights on large-scale initiatives
such as digital transformation and customer experience (CX). But
many faced the harsh reality that these strategies are hard,
costly, and challenge the way leaders run their businesses. CX
performance was flat and more than 50% of digital transformation
efforts stalled. Brands in Europe
struggled to delight customers.
Forrester predicts that:
- CX remains under fire: Brands will give up on strategic
CX initiatives and resort to old-school methods for short-term
gains.
- Digital goes surgical: Digital transformation will move
to a pragmatic portfolio view of digital investments.
- Purpose regains meaning: Purpose will become a strategic
priority again, acting as the strategic compass for firms.
- CMOs rebrand: CMOs will bring back brand as their top
priority.
- CIOs take the reins: CIOs will expand their remit,
building a model that translates tech-led innovation into customer
value.
- Artificial intelligence (AI) builds a foundation: Firms
will put more building blocks in place to accelerate their ability
to meet AI's promise.
- The world goes to Zero (Trust): Zero Trust will become
the ad hoc standard security architecture.
- Consumer brands enter the outrage: More brands will
partake in market-baiting, but most will misjudge the mechanics and
make minimal impact.
- B2B in a squeeze: B2B marketers will shift away from
blunt outbound methods and reorient around customer outcomes.
- Employee experience (EX) takes center stage: Leaders
will reignite change management efforts, substituting targeted
initiatives for 2018's broad-based culture efforts.
- Robots reimagine talent management: Talent leaders will
use automation to address the talent scarcity squeeze.
- VC funding recalibrates: Martech and adtech investments
will dry up as investors look to put their money into specific
verticals.
- Blockchain exposes advertising: Blockchain will allow
advertisers to see where waste and abuse lie and how their money is
spent in the media-buying supply chain.
- Internet of Things (IoT) gets down to business: IoT in
the B2B space will take off while B2C incarnations still try to
find their footing.
To understand the shifts firms will face, download Forrester's
predictions 2019 guide.
About Forrester
Forrester (Nasdaq: FORR) is one
of the most influential research and advisory firms in the world.
We work with business and technology leaders to develop
customer-obsessed strategies that drive growth. Forrester's unique
insights are grounded in annual surveys of more than 675,000
consumers and business leaders worldwide, rigorous and objective
methodologies, and the shared wisdom of our most innovative
clients. Through proprietary research, data, custom consulting,
exclusive executive peer groups, and events, the Forrester
experience is about a singular and powerful purpose: to challenge
the thinking of our clients to help them lead change in their
organizations.
Contact
Chiara
Carella
Public Relations
ccarella@forrester.com
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