Forrester Eyes Major Dynamics for
November 13, 2017
Forrester identified the major dynamics that will shape 2018 – dynamics
that favor those taking aggressive action and create existential risks
for those still holding on to old ways of doing business in an
introductory piece to its predictions reports.
Companies are still trying to adapt to wildly different market dynamics
that are increasingly affecting financial performance: unmet customer
expectations are resulting in churn; the lack of digital transformation
gains is translating to loss of market share; industry lines that
protected some are crumbling; and longstanding, durable business models
"2018 will be a year of reckoning and will force many companies to take
decisive action," said Cliff Condon, chief research and product officer
at Forrester. "While the economy is still growing and employment is
healthy, the fate of companies has never been more uncertain. The window
of opportunity to take bold action is starting to close and executives
need to move past incremental approaches and make sweeping changes tuned
to a customer-led, disruptive market."
The major dynamics that will shape 2018 include:
•Performance expectations for CX.
•Success rate of digital
•How scarce talent affects the
•Intelligent agents' influence on
•How brands will fare in
understanding the lingua franca of platform algorithms.
impact of consumers cocooning themselves from "digital noise".
•The fate of traditional advertising.
•The chances firms will comply with
•How open banking will determine the
future of many banks.
•How digital platforms will impact
•The evolution and pace of artificial
•The evolution and pace of
•How security evolves to confront
threats without degrading CX.