Forrester-2018年度市场趋势预测（英文）-2017.11-16页-5mb

报告摘要

2018 Predictions: A Year of Reckoning

核心内容

2018 is described as a pivotal year for businesses, marked by increasing market pressures and the need for decisive action. The document outlines 12 key predictions, emphasizing the transformation required to survive in a rapidly evolving digital landscape. The focus is on customer experience (CX), digital transformation, talent acquisition, intelligent agents, and regulatory challenges like GDPR.

主要观点

Market Dynamics: The overall market appears healthy, but individual companies face significant uncertainty due to changing customer expectations, disintermediation risks, and the failure of traditional business models.
CX Plateauing: Customer experience initiatives have reached a point of diminishing returns, with many companies unable to keep up with customer expectations. 30% of companies will see a decline in CX quality, leading to a loss of growth.
Digital Transformation: It is no longer optional; digital transformation is a critical business strategy. 20% of CEOs will fail to act, putting their firms at risk of being acquired or failing.
Talent Shortage: While there is a sufficient supply of general technical talent, specialized roles like data scientists and experience designers are in high demand. Laggards will need to pay up to 20% more to attract talent.
Empowered Customers: Customers are gaining more control over their experiences, and intelligent agents will increasingly influence purchase decisions. 10% of decisions will be guided by these agents.
Algorithmic Influence: Brands must understand and influence platform algorithms to remain competitive. 25% of CMOs will fail to do so, leading to brand obsolescence.
GDPR Compliance: Most firms will not fully comply with GDPR, leading to potential legal and reputational risks. The regulation's "right to be forgotten" clause may be used by consumer advocates to pressure companies.
Open Banking: Banks are losing their data monopoly, and over 50% will fail to leverage open banking, risking their status as unintentional utilities.
Retail Challenges: Traditional retailers will struggle to integrate intelligent agents into their operations. 67% are unprepared, highlighting the need for a unified retail experience.
AI Projects: Many early AI initiatives will underwhelm due to operational oversights, leading to a reset in AI investment strategies.
Blockchain Progress: Blockchain will continue to face skepticism and overhype. Only 30% of proofs of concept will create real value, as most are not grounded in operational realities.
Security for Profit: Security investments can enhance customer experience and drive growth. 10% of firms will successfully integrate security and privacy strategies with CX and marketing.