nasscom ilf 2017: how to solve the digital dilemma - nigel fenwick, forrester
TRANSCRIPT
![Page 1: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/1.jpg)
![Page 2: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/2.jpg)
![Page 3: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/3.jpg)
@NigelFenwick
How To Solve The Digital DilemmaNigel Fenwick, Vice President, Principal Analyst
@NigelFenwickFebruary, 2017
![Page 4: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/4.jpg)
@NigelFenwick
4© 2017 Forrester Research, Inc. Reproduction Prohibited
Source: Birds Wallpapers
Predator?
![Page 5: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/5.jpg)
@NigelFenwick
5© 2017 Forrester Research, Inc. Reproduction Prohibited
Or Prey?
Source: Birds Wallpapers
© 2017 Forrester Research, Inc. Reproduction Prohibited
![Page 6: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/6.jpg)
@NigelFenwick
Source: Starwood Hotels & Resorts
New experiences change our expectations and impact our future value perceptions
© 2017 Forrester Research, Inc. Reproduction Prohibited
![Page 7: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/7.jpg)
@NigelFenwick
7© 2017 Forrester Research, Inc. Reproduction Prohibited
ExperiencesShape expectations
Experiences must deliver desired outcomes to create value
![Page 8: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/8.jpg)
@NigelFenwick
8© 2017 Forrester Research, Inc. Reproduction Prohibited
Experiences continuously evolve …
… causing expectations to rise
![Page 9: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/9.jpg)
@NigelFenwick
9© 2017 Forrester Research, Inc. Reproduction Prohibited
Source: Forrester Research @NigelFenwick
Experience Expectation Perceived Value
The Digital Dilemma
As expectations rise, without changes in experience, perceived value decreases.
![Page 10: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/10.jpg)
@NigelFenwick
10© 2017 Forrester Research, Inc. Reproduction Prohibited
2014 2015 2016 2017 2018 2019 20200%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Predators
Transformers
Dinosaurs
Base: 435 respondents
% of Business Influenced By Digital
Source: The 2016 Guide To Digital Predators, Transformers, And Dinosaurs
![Page 11: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/11.jpg)
@NigelFenwick
11© 2017 Forrester Research, Inc. Reproduction Prohibited
Are Digital Predators Different?
![Page 12: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/12.jpg)
@NigelFenwick
12© 2017 Forrester Research, Inc. Reproduction Prohibited
“Does your firmhave a digital business strategy?”
PredatorTransformerDinosaur
We have a full strategy in place thatdefines how our business will createcustomer value as a digital business
66%24%23%
We have a limited strategy in placethat adds digital elements tothe existing business model
27%53%
57%
No, but we are developinga strategy
2%18%
9%
No, we have no plans todevelop a strategy
4%5%
8%
Base: 435 respondents
Source: Forrester/Odgers Berndtson Q3 2015 Global Digital Business Online Survey &
Predators Create Customer Value With Digital
Predators
Predators
Transformers
Transformers
Dino’s
Dino’s
Source: The 2016 Guide To Digital Predators, Transformers, And Dinosaurs
![Page 13: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/13.jpg)
@NigelFenwick
13© 2017 Forrester Research, Inc. Reproduction Prohibited
Today’s business
![Page 14: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/14.jpg)
@NigelFenwick
14© 2017 Forrester Research, Inc. Reproduction Prohibited
Digital
Today’s business
![Page 15: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/15.jpg)
@NigelFenwick
15© 2017 Forrester Research, Inc. Reproduction Prohibited Image source: CarAndDriver.com
![Page 16: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/16.jpg)
@NigelFenwick
16© 2017 Forrester Research, Inc. Reproduction Prohibited
![Page 17: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/17.jpg)
@NigelFenwick
17© 2017 Forrester Research, Inc. Reproduction Prohibited
https://commons.wikimedia.org/wiki/File:Poser.JPG
![Page 18: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/18.jpg)
@NigelFenwick
18© 2017 Forrester Research, Inc. Reproduction Prohibited
Digital
Bolt-on is nota winning strategy.
![Page 19: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/19.jpg)
@NigelFenwick
© 2017 Forrester Research, Inc. Reproduction Prohibited 19
Six Steps To Solve The Digital Dilemma
![Page 20: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/20.jpg)
@NigelFenwick
20© 2017 Forrester Research, Inc. Reproduction Prohibited
Needs Desires
Design Thinking
![Page 21: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/21.jpg)
@NigelFenwick
21© 2017 Forrester Research, Inc. Reproduction Prohibited
We need to design new digital experiences to satisfy desires
Old:inside-out
Newoutside-in
Digital prey Digital predator
Design
Deliver
Satisfy
![Page 22: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/22.jpg)
@NigelFenwick
22© 2017 Forrester Research, Inc. Reproduction Prohibited
The new digital business model extends beyond customer experience
MobileWebAR/VR
AnalyticsAI/MLSensors
CRMIOTDM
IOTAR/VRMobile
![Page 23: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/23.jpg)
@NigelFenwick
23© 2017 Forrester Research, Inc. Reproduction Prohibited
Shape A NewCustomer-Obsessed Culture 1
![Page 24: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/24.jpg)
@NigelFenwick
24© 2017 Forrester Research, Inc. Reproduction Prohibited
The #1 Success Factors Of Predators
New sources of customer value
World class customer experiences
Cus
tom
erO
bses
sed
Source: The 2016 Guide To Digital Predators, Transformers, And Dinosaurs
![Page 25: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/25.jpg)
@NigelFenwick
25© 2016 Forrester Research, Inc. Reproduction Prohibited
Empowered customers expect great experiences along the entire customer journey
![Page 26: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/26.jpg)
@NigelFenwick
26© 2017 Forrester Research, Inc. Reproduction Prohibited
It’s easy to uncover gaps that create sub-standard experiences and outcomes
Journey Experience touch points
Discover
Get Support
Buy
Use
Evaluate
Dig
ital /
Pho
ne /
In p
erso
n
Sys
tem
s of
eng
agem
ent
Mid
dlew
are
Sys
tem
s of
reco
rd
Supporting Technology Stack
![Page 27: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/27.jpg)
@NigelFenwick
27© 2017 Forrester Research, Inc. Reproduction Prohibited
Solving the digital dilemma demands a fundamental shift
in how a firm delivers value & drives revenue
![Page 28: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/28.jpg)
@NigelFenwick
28© 2017 Forrester Research, Inc. Reproduction Prohibited
Source: DuPont Pioneer
![Page 29: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/29.jpg)
@NigelFenwick
Customer desires evolve
0 16 804021 30 6555
AngstCollege
FamilyCrisis
GandchildrenFreedom
http://orig14.deviantart.net/4fc8/f/2009/220/9/6/the_one_ring_by_todd587.jpg
Image source: todd587.deviantart.com
![Page 30: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/30.jpg)
@NigelFenwick
30© 2017 Forrester Research, Inc. Reproduction Prohibited
Image source: cerzus69.deviantart.com
›Outcomes: What are the best outcomes that will satisfy my customer’s desires?
Identify The Outcomes That Satisfy Desires
![Page 31: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/31.jpg)
@NigelFenwick
31© 2017 Forrester Research, Inc. Reproduction Prohibited
Become Insights Driven
2
![Page 32: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/32.jpg)
@NigelFenwick
32© 2017 Forrester Research, Inc. Reproduction Prohibited
Sensors ↳Data ↳Analytics ↳AI / ML↳Insights ↳Outcomes ↳Perceived $↳Revenue
Emerging Digital Tech Allows Better Outcome Delivery
![Page 33: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/33.jpg)
@NigelFenwick
Out of 500,000 units, only 2 cars are the same
![Page 34: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/34.jpg)
@NigelFenwick
Drivers configure services to satisfy their personal desires
![Page 35: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/35.jpg)
@NigelFenwick
© 2017 Forrester Research, Inc. Reproduction Prohibited 35
Scale experiences with AI/ML
Real-time analytics and machine learning directed at helping customers satisfy desired outcomes
![Page 36: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/36.jpg)
@NigelFenwick
36© 2017 Forrester Research, Inc. Reproduction Prohibited
Invest In Creating Business Agility 3
![Page 37: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/37.jpg)
@NigelFenwick
37© 2017 Forrester Research, Inc. Reproduction Prohibited
Source: Rebekka Minkoff
Rapid experimentation with high value experiences
Demands a business model engineered to
constantly evolve and plug & play tech
architecture
![Page 38: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/38.jpg)
@NigelFenwick
38© 2017 Forrester Research, Inc. Reproduction Prohibited
Source: The December 2, 2015 “Unleash Your Digital Predator”
Digital businesses shift from linear value chains . . .
. . . to value ecosystems
![Page 39: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/39.jpg)
@NigelFenwick
39© 2017 Forrester Research, Inc. Reproduction Prohibited
CX demands adaptive, secure& scalable infrastructure
Perform
ance monitoring at
every level becomes
essential
Quality (or lack of quality) propagates upward, impacting the customer’s experience.
![Page 40: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/40.jpg)
@NigelFenwick
40© 2017 Forrester Research, Inc. Reproduction Prohibited
Simplify, Simplify, Simplify›10% of business capabilities differentiate*
›90% of business capabilities are common across the industry*
* Approximation based on client engagements. Results vary by company and industry.
![Page 41: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/41.jpg)
@NigelFenwick
41© 2017 Forrester Research, Inc. Reproduction Prohibited
Redesign The Organization From Siloed To Connected 4
![Page 42: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/42.jpg)
@NigelFenwick
42© 2017 Forrester Research, Inc. Reproduction Prohibited
Old siloed business models are too slow and uncoordinated...
...and new senior management roles can only act as temporary change agents
![Page 43: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/43.jpg)
@NigelFenwick
43© 2016 Forrester Research, Inc. Reproduction Prohibited
Digital leaders are business strategists with an extra dose of digital savvy
![Page 44: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/44.jpg)
@NigelFenwick
44© 2017 Forrester Research, Inc. Reproduction Prohibited
Most important skill sets
Entrepreneurial thinking (70%)
Leadership (76%)
Strategic Thinking (79%)1
2
3
![Page 45: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/45.jpg)
@NigelFenwick
45© 2017 Forrester Research, Inc. Reproduction Prohibited
Replace old business silos with dynamic teams
Acc
ount
m
gmt
Des
ign/
CX
Con
sulti
ng
App
dev
& S
I
Infra
stru
ctur
eSiloed model: too slow and uncoordinated
Spe
cial
ized
se
rvic
es
Customers’ want outcomes regardless of silos
Customer segments/
desires
Persona model: clusters of experts focus on outcome delivery
![Page 46: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/46.jpg)
@NigelFenwick
46© 2017 Forrester Research, Inc. Reproduction Prohibited
To change culture, change how people are measured
Source: “The Key Success Factors Of Digital Business Strategy, 2016” Forrester Report
![Page 47: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/47.jpg)
@NigelFenwick
47© 2017 Forrester Research, Inc. Reproduction Prohibited
To change behavior, change how people are measured
Source: “The Key Success Factors Of Digital Business Strategy, 2016” Forrester Report
![Page 48: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/48.jpg)
@NigelFenwick
48© 2017 Forrester Research, Inc. Reproduction Prohibited Source: “The Key Success Factors Of Digital Business Strategy, 2016” Forrester Report
![Page 49: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/49.jpg)
@NigelFenwick
49© 2017 Forrester Research, Inc. Reproduction Prohibited
Fuel Customer-Led Innovation
5
![Page 50: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/50.jpg)
@NigelFenwick
50© 2017 Forrester Research, Inc. Reproduction Prohibited
Source: Microsoft
Incubate
Keeping up with customer expectations will be a
major driver of tech investment
![Page 51: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/51.jpg)
@NigelFenwick
51© 2017 Forrester Research, Inc. Reproduction Prohibited Image source: Apple
Personal Value Ecosystem
What other experiences does the customer have today in their journey to satisfy their desires?
Can we partner / replace?
Design Inside An Experience Ecosystem
![Page 52: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/52.jpg)
@NigelFenwick
52© 2017 Forrester Research, Inc. Reproduction Prohibited
Innovate New Product Experiences Around The Customer Ecosystem
Integrated with customer’s digital life
Updates like a smartphone
Customized inside customer’s app
![Page 53: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/53.jpg)
@NigelFenwick
53© 2017 Forrester Research, Inc. Reproduction Prohibited
Engineer Adaptive Experiences
Integrated with your digital life
Updates like a smartphone Customized
inside your app
![Page 54: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/54.jpg)
@NigelFenwick
54© 2017 Forrester Research, Inc. Reproduction Prohibited
Avoid The Pit Of Doom(deliver outcomes) 6
![Page 55: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/55.jpg)
@NigelFenwick
55© 2017 Forrester Research, Inc. Reproduction Prohibited Image source: petugee.deviantart.com
›Do the new experiences deliver these outcomes easier, faster?
›Do existing business operations support the smooth delivery of the outcomes?
Design Experiences To Deliver The Outcomes Your Customers Value
![Page 56: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/56.jpg)
@NigelFenwick
Source: Starwood Hotels & Resorts
Beware of setting expectations beyond operational capabilities
© 2017 Forrester Research, Inc. Reproduction Prohibited
![Page 57: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/57.jpg)
@NigelFenwick
57© 2017 Forrester Research, Inc. Reproduction Prohibited
From Silos to Connected Fuel InnovationDeliverOutcomes
1 23 4
56
![Page 58: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/58.jpg)
@NigelFenwick
58© 2017 Forrester Research, Inc. Reproduction Prohibited
Build the digital DNA to Design experiences
to Deliver outcomes that Satisfy desires.
![Page 59: NASSCOM ILF 2017: How to solve the digital dilemma - Nigel Fenwick, Forrester](https://reader035.vdocuments.net/reader035/viewer/2022062820/58a6074e1a28abf6198b6b91/html5/thumbnails/59.jpg)
@NigelFenwick
forrester.com
Thank you
Nigel FenwickTwitter: @NigelFenwickhttp://bit.ly/nigelblog