Forrester Predictions India 2019

© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Transformation
goes pragmatic
Vikram Sehgal – VP, Research Director (Analytics)
Leslie Joseph – Principal Analyst (AD&D)
Amit Bhatia – Senior Analyst (CX)
Satish Meena – Senior Analyst (Forecast)
Hosted by:
Ashutosh Sharma – VP, Research Director (India)
© 2018 FORRESTER. REPRODUCTION PROHIBITED. 2

Main theme of Predictions 2019:
Transformation
goes pragmatic
In 2019, firms They will This solid
will pivot from prioritize foundation will
focusing on the important enable more
large-scale foundational far-reaching
strategies that challenges to strategies in
consumed 2018. build traction. 2020.

CIOs take
the reins

Predictions 2019 –
The world goes to
Zero (Trust)

IoT gets down
to business

Blockchain exposes
advertising

Forrester Predictions 2019 Agenda December 2018
08:00 – 09:00 Breakfast and registration

09:00 – 09:05 Opening remarks and introduction: Ashutosh Sharma, VP, Research
Director, Forrester
09:05 – 09:40 Customers Continue Their Rapid March To Digital
Segment #1 10 min Buying behaviors change business models
10 min Experience expectations continue to rise
09:40 – 10:15 Power Struggle In Enterprise-Customer Layer
10 min Innovative technologies not having the desired impact on CX
Segment #2 10 min Brand will become a top priority again for CMOs
10 min CX performance will degrade before improving
10 min Customer-facing systems become more intelligent
10:15 – 10:50 Innovation Comes To Back-Office
Segment #3 10 min Enterprise automation will drive the next phase of digital TX
10 min Flexible back office technology will step back into the spotlight
10:50 – 11:00 Final Thoughts and Q&A
11:00 – 12:00 Networking and Q&A
© 2018 Forrester Research, Inc. Reproduction Prohibited 8

Customers Continue Their Rapid
March To Digital

TOPIC #1:
Buying Behaviors Force Business

Models To Change
Leslie Joseph, Satish Meena

Segment #1: The March To Digital
Behaviors Change Business Models
Brands leverage user behavior to shape new habits and usage

patterns. Traditional approaches to usage-based loyalty flounder.

10% 2.7% -1.9%

Increase of First Citizen Increase in average Change in footfall
memberships (CAGR) transaction size (CAGR) (CAGR)
(‘14 to ‘18) (‘14 to ‘18) (‘14 to ‘18)

Consumer habits will be the new
Prediction:
battleground
What it means Recommendation

▪ Transactional or usage-based loyalty ▪ Approach customer loyalty as a process
is dead in the age of discount of shaping user behaviours around the
commoditization. brand’s ecosystem of value.

What is 'Long tail' in Business?

“Selling low volumes of hard-to-find items to many customers instead of only
selling large volumes of a reduced number of popular items”

17% 65%
Share of Electronics and Share of
Fashion in Total Retail Electronics and Fashion
in Total Online Retail

eCommerce battle shifts to the
Prediction:
long tail

▪ Online retailers will fight it out to ▪ Use data to bring products which can
become the default retailer for fulfil the needs of every household along
households with superior customer experience

Behaviors Change Business Models Online Grocery: Hunt for Business Model
Hyperlocal
90-minute delivery
Dark stores and inventory
Micro delivery (milk) and

subscriptions
FMCG
Online grocery GMV ~1.2 bn
Contract farming

Prediction: Pure-play online grocery is dead

▪ Pureplay online grocery is an ▪ Invest in offline channel to increase the
unsustainable business model buyer and average ticket size by habit
formation at household level

TOPIC #2:
Experience Expectations Continue

To Rise
Amit Bhatia

Rising Experience Expectations
Emotions drive
Loyalty
84% ‘delighted’ Indian bank

customers will spend more
Just 21% ‘disappointed’ Indian bank

customers will spend more

We hope they feel

<emotion>…
We know they will feel

<emotion>…

Marketers will pursue emotion
Prediction:
metrics

▪ Emotion measurement will gain ▪ Tie emotion metrics to contextual data
attention
▪ Emotion measurement vendors will
find favor with marketers

Source: See Forrester report, “Your App Evokes These Emotions, But You Don’t Know It”

Marketing and CX will join forces
Prediction:

▪ Marketing clouds will pivot to help ▪ Marketing and CX teams should align on
marketers stake their claim in the CX the basics
ecosystem, shifting away from
monolithic solutions just for marketers
to instead function in the larger
context of CX solutions.

Customers Continue Their Rapid
March To Digital
Consumer habits will be the new battleground
eCommerce battle shifts to the long tail
Pure-play online grocery is dead
Marketers will pursue emotion metrics
Marketing and CX will join forces

Power Struggle In Enterprise-
Customer Layer

TOPIC #3:
Innovative technologies not having

the desired impact on CX
Vikram Sehgal

Segment #2: Enterprise-Customer Layer Struggle
Innovative Tech do not drive CX
27% of Indian companies are investing

in Emerging Tech such as Chatbots,
VR/AR, Voice Assistants, to improve
Customer experience.

© 2018 Forrester Research, Inc. Reproduction Prohibited

29
Digital Transformation plans will
Prediction:
not yield quick wins

▪ Wide spread deployment of ▪ Temper expectations based on the
emerging technologies will take time customer segments likely to use and
to have a meaningful impact on CX integrate these with current processes.

Customer service
continues to the most
important driver of CX out
of all the category of
drivers across
all Industries meaured in
India.

Customer Service will continue to be
Prediction:
the most important in driving CX

▪ Customer Service will continue to be ▪ Build on standard processes rather than
a differentiator in driving emotion and having hero dependencies on individual
CX for brands agents.

TOPIC #1:
Marketers will sharpen their data

focus
Ashutosh Sharma

Marketers Sharpen Their Data Focus Marketing needs to matter
Customers expectation
from personalization

Marketers Sharpen Their Data Focus First/second-party data use is common
Customers willingness to
share personal information

Marketers Sharpen Their Data Focus
50% B2C firms in India will start their
Prediction:
customer data platforms journey

▪ Marketers will look to deliver better ▪ Identify use-cases that you’d like to begin
experience through improved with and start small.
personalization using data from
many sources.

Marketers will have to embrace
Prediction:
zero-party data

▪ Marketers will collect data that is ▪ Be responsible with customer data –
intentionally and proactively shared especially when you have their consent.
directly with them by the consumer. For instance: you should never resell
This is zero-party data. zero-party data.

Marketers Sharpen Their Data Focus Brands attempt to harness the outrage

Marketers will try to court
Prediction:
controversy, and most will fail

▪ Marketers will embed themselves into ▪ Look for ideas that your brand stands
political and social problems and will for else stay away. Do not sound like
take sides based on the hypocrites.
understanding of their customers.

TOPIC #2:
CX Will Remain Under Fire

Amit Bhatia

CX will remain under fire
Distribution of CX IndexTM Scores In India

2015 2016 2017 2018
75%
2x
60% 58%
53%
42% 44%
28%
24%
3% 0% 0% 0% 1% 0% 0% 9% 0% 0% 3% 0%
0 to 49 = Very Poor 50 to 59 = Poor 60 to 69 = OK 70 to 79 = Good 80+ Excellent
Source: See Forrester report, “The India Customer Experience Index, 2018”

Prediction: CX in India will plateau in 2019

▪ Stagnating CX quality will cause short, ▪ Double down on CX transformation work
destructive price wars to play the long game

© 2018 Forrester Research, Inc. Reproduction Prohibited

55%
2451
43
Most EX initiatives will fail to live
Prediction:
up to their promises

▪ Organizations risk doubting EX to be a ▪ Use the tools of CX to improve EX
passing fad while its real benefits ▪ Map your employees’ journeys to unearth
remain out of reach which teams impact their performance

TOPIC #3:
Customer Facing Systems Become

Intelligent
Leslie Joseph

Intelligence Customer Facing Systems
AI creates a conversational value chain from consumer to

product design to fulfilment.
Source: See Forrester report, “Case Study: Myntra Embraced Artificial Intelligence To Transform Its Business Model”

Prediction: Retail will be the new AI sandbox

▪ Retailers will adopt new and ▪ Beyond just marketing; understand how
transformative uses of AI/ ML. AI can disrupt product creation, supply
chain disruption and deeper consumer
engagement.

A popular brand will suffer a major
Prediction:
privacy backlash

▪ Consumer data, privacy and respect ▪ Indian marketers and technologists must
for PII will be in the crosshairs. prepare for greater regulatory and
consumer scrutiny. Protections for
personal data must be instituted by
design.

Power Struggle In Enterprise-Customer Layer
Digital Transformation plans not yielding quick wins
Customer Service will continue to drive CX
50% B2C firms will start their CDP journey
Marketers will have to embrace zero-party data
Most marketers will fail at courting controversy
CX in India will plateau in 2019
Most EX initiatives will fail
Retail will be the new AI sandbox
A popular brand will suffer a major privacy backlash

The Core Goes Digital

TOPIC #2:
Intelligent Automation Will Drive

The Next Digital Wave
Leslie Joseph

Segment #3: Innovation comes to back-office
Intelligent Automation
$1.7B 1 in 10
The RPA market in Startups with more
2019 digital workers
than human
Source: See Forrester report, “The RPA Market Will Reach $2.9 Billion By 2021”

1 in 5 service desk interactions will
Prediction:
disappear

▪ RPA and AI will join forces for more ▪ View RPA as a practical step into the
than 40% of enterprises cognitive era – AI can super charge
Automation

About half of large-scale AI projects
Prediction:
will fail

▪ Transformative AI initiatives will be ▪ Pragmatic AI can augment human
hamstrung by weak vision, suboptimal intelligence, automate decisions and
executive support and bad data. processes, and drive CX. But it requires
new ways of organization to succeed.

Firms leveraging AI will bring human
Prediction:
expertise back

▪ Firms will begin to recognize the ▪ AI Governance requires human
importance of human expertise in their reasoning capabilities – on the data side
AI initiatives and on the action side

TOPIC #2:
Digital transformation morphs into

innovation realism
Ashutosh Sharma

Digital transformation morphs Failed technology promises abound
• Tech maturity: solutions

looking for problems
• Not just tech: business
and regulatory
• Customer value is
elusive

Digital transformation morphs Failed transformation promises abound
Overhyped digital
transformation plans can
become a distraction
Old-school leaders are at war

with tech innovation
Digital transformation is long,

hard and costly

Digital transformation morphs Prediction
DCX will give way to digital operational
transformation

▪ Firms will shift their innovation focus to ▪ Identify opportunities through customer-
reducing the cost to serve customers obsessive insights, not just cost cutting
through greater operational lens.
efficiency.

Digital transformation morphs Prediction
Innovation will finally return to the
back-office

▪ Some firms overhauls their core to ▪ Transformation takes time, is far from
new cloud-based platforms, while done, and needs to get back to its roots:
others will tap APIs, data lakes and small, manageable chunks of innovation
connected devices to deal with that deliver tangible benefits.
continuous change.

The Core Goes Digital
1 in 5 service desk interactions will disappear

About half of large-scale AI projects will fail
Firms leveraging AI will bring human expertise back
DCX will give way to digital operational transformation
Innovation will finally return to the back-office

Digital goes surgical

2019 Predictions Reports
▪ Artificial intelligence ▪ Financial Services

▪ Customer Experience
▪ Automation ▪ Healthcare
▪ Customer Service & Sales
▪ B2B Marketing & Sales ▪ Internet of Things
▪ Cybersecurity
▪ B2C Marketing ▪ Media
▪ DevOps
▪ Business insights ▪ New Tech
▪ Digital Business
▪ CIO ▪ Privacy & Data Ethics
▪ Distributed Ledger
▪ CMO ▪ Retail
▪ Employee Experience
▪ Cloud computing ▪ Software

Digital Transformation and Innovations Forum
Mumbai
May 2019
▪ Enterprises are at a crossroads where a combination of new entrants,

regulations, and changing customer behaviors threaten to undermine current
business models and make established firms irrelevant to customers.
▪ Learn more through interactive analyst presentations and industry case

studies

Transformation
goes pragmatic
Ashutosh Sharma – VP, Research Director (India)
Vikram Sehgal – VP and Research Director (Analytics)
Leslie Joseph – Principal Analyst (AD&D)
Amit Bhatia – Senior Analyst (CX)
Satish Meena – Senior Analyst (Forecast)
Thank you

Forrester Predictions India 2019

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© 2018 FORRESTER. REPRODUCTION PROHIBITED.

Ashutosh Sharma – VP, Research Director (India)

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08:00 – 09:00 Breakfast and registration

10:15 – 10:50 Innovation Comes To Back-Office

© 2018 Forrester Research, Inc. Reproduction Prohibited 8

© 2018 Forrester Research, Inc. Reproduction Prohibited 9

Buying Behaviors Force Business

© 2018 Forrester Research, Inc. Reproduction Prohibited 10

Brands leverage user behavior to shape new habits and usage

© 2018 Forrester Research, Inc. Reproduction Prohibited 11

10% 2.7% -1.9%

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What it means Recommendation

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What is 'Long tail' in Business?

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What it means Recommendation

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Dark stores and inventory

Micro delivery (milk) and

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Prediction: Pure-play online grocery is dead

What it means Recommendation

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Experience Expectations Continue

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84% ‘delighted’ Indian bank

Just 21% ‘disappointed’ Indian bank

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We hope they feel

We know they will feel

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What it means Recommendation

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What it means Recommendation

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Innovative technologies not having

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27% of Indian companies are investing

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What it means Recommendation

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What it means Recommendation

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Marketers will sharpen their data

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What it means Recommendation

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What it means Recommendation

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