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Table Of Contents
2 Firms Must Grow Their Digital Experience
Delivery Expertise
2 The Four Dimensions Of Digital Experience
Delivery Maturity
7 Evaluate Your Digital Experience Delivery
Maturity
What It Means
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Points
Organizational structure
Culture
Collaboration
Partners
Internal talent
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Points
Leadership
A shared mandate exists between the CIO, CMO, COO, and other
senior leaders within the business and within technology
management. Executive ownership is clearly defined at the
beginning of new digital experience initiatives.
Road map
Priorities
Channel strategy
Success metrics
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Points
Governance
Business process
Change management
Agile development
processes
Design
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Points
Technology portfolio
strategy
Cloud-ready strategy
Business self-service
Customer data
management strategy
Customer analytics
Technology total
2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
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2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
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Rookies
Sophomores
Seasoned
veterans
Coaches
Characteristics: Digital experience capabilities are down pat, and these firms
have started innovating above and beyond best practices. These firms must
treat the assessment as a continuous loop of improvement.
What It Means
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Take it. Complete the self-assessment to develop your personal view of your groups current
capability to deliver digital experiences to customers via current AD&D practices.
Compare it. Teams should share their individual results and identify any major differences. Why is
this valuable? Because if you dont identify these differences of opinion early in the process, they
will exacerbate alignment challenges down the road and cause various groups to dig their heels in
to maintain their position.9
Discuss it. Use the results both similarities and differences as the basis for active
discussions about priorities. Where should your AD&D group focus its efforts and why? Identify
areas that need improvement and create goals and objectives.
Improve it. Use the results of this assessment to create a shared digital experience delivery road
map.10 A mistake firms often make is trying to attack all goals at once. Instead, prioritize your goals
based on what will have the greatest impact on your business outcomes as well as the greatest
value to your customers.11 Validate the goals by creating a business case for the road map and
instilling governance to get it off the ground.
Measure it. After you use the assessment to prioritize initiatives, measure the impact of these
initiatives in your organization. Successful firms we spoke with keep an evolving, iterative road map
to ensure they are advancing in maturity. For example, a B2B high-tech firm stopped trying to get
everything right at once and instead built digital experience successes one iteration at a time.
Analyst Advisory
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Supplemental Material
Online Resource
The online version of Figure 1 is an interactive tool to assess your digital experience delivery.
Endnotes
We define prioritization as being a high or critical priority over the next 12 months. Source: Forresters Global Business
Technographics Priorities And Journey Survey, 2016.
To help define the strategy, AD&D professionals should follow the lead of customer experience teams: 1) Start with
a customer journey map; 2) apply cloud-hosted, mobile-first, and insights-driven thinking; and 3) implement a digital
experience platform to serve customers along every step of their journey. See the Your Digital Experience Technology
Strategy Starts With A Customer Journey Map Forrester report.
In a customer-first world where the benefits and risks of customer engagement for web and mobile experiences have
reached unprecedented levels, AD&D pros must move to bridge the gap between design and development. Creative
technologists can help solve this. Who are they? Why are they important? How do they help bridge the design and
development role? This report outlines three types of creative technologists and their roles within organizations. See
the Brief: The Creative Technologist A Hybrid Role To Help Bridge Design And Development Forrester report.
As firms like Rewe Group and Schneider Electric have learned, digital experience strategy shapes the technology
you need an investment that can take five years and cost between $20 million and $200 million. To help define the
strategy, AD&D professionals should follow the lead of customer experience teams: 1) Start with a customer journey
map; 2) apply cloud-hosted, mobile-first, and insights-driven thinking; and 3) implement a digital experience platform
to serve customers along every step of their journey. See the Your Digital Experience Technology Strategy Starts With
A Customer Journey Map Forrester report.
In todays competitive environment, investing in business technologies is central to companies ability to win, serve,
and retain customers. Business execs know this, but they dont think that their CIO is positioned to help. CIOs must
turn this around by crafting a business technology agenda, distinct from their IT agenda, that keeps both B2B and
B2C customers at the center of technology decisions and provides a shared vision for the whole organization to rally
around. See the Top Technologies For Your BT Agenda Forrester report.
AD&D professionals need an array of software to create and manage the digital experience. They must evaluate,
implement, integrate, and build front-end experiences from a fragmented product landscape. Tech vendors try to help
by bringing more complete digital experience portfolios to the market. In this report, we define the components of a
digital experience platform, explore the vendors delivering these solutions, and provide insight into the approaches
they take to enable the delivery of digital experiences. See the Vendor Landscape: Digital Experience Platforms
Forrester report.
Forrester has a new digital user experience review. Like its predecessors, this heuristic evaluation relies on trained
experts performing key customer scenarios. This report outlines why we created the new review, what it tests, and
how customer experience professionals can take advantage of this technique. See the Introducing Forresters New
Digital User Experience Review Forrester report.
For more information, see the Your Digital Experience Technology Strategy Starts With A Customer Journey Map
Forrester report.
10
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10
Armed with the methods in this report, AD&D professionals can help their companies link digital experience strategy
to the technology road map. First, assess how digital interactions benefit customers and deliver value to the firm
using metrics of profitable growth like increased basket value, percentage of service delivered digitally, and mobile
onboarding. Then prioritize investments based on the total technology cost and time to deliver. Is it an extension or a
new platform investment?
11
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11
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