Technology-fueled, Customer-led Disruptions Will Grow in China: Forrester
eCommerce giant
“As multinational and domestic companies increasingly see the potential
of
Other findings from the report:
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Ecosystems have shifted – Disrupt or be disrupted
Founded as an Internet-based software company,Baidu — likeGoogle — now competes with companies such asApple for full digital ecosystems populated by hardware, devices, and cloud-based services.Baidu's hardware offerings — smartphones and smart wearable devices — disrupt its own software-only business model to drive the use of its services. -
Companies must invest in Customer engagement
Companies leading in customer engagement are investing in real-time actionable data mining, contextualized customer experiences, sales methods tied to buyers' processes, and content-led marketing. Wanqiang Li, co-founder and vice president of Xiaomi, said that by engaging fans across different social media platforms such as Weibo and Miliao, the brand is empowered to realize and respond to customer demands instantly. -
Customer-Obsessed metrics will matter most
Investments in marketing, business technology, and customer experience will focus on success metrics like customer retention and satisfaction. Multinationals operating inChina need to be aware of the different expectations that Chinese consumers have for customer experience — expectations that go far beyond site design.
About
© 2014,
1 Forrester’s definition of the Age of the Customer: A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
Source:
For a copy of the full report, please contact:
Forrester
Research, Inc.
Deborah Ng, +65 9731 7754
Public Relations,
Asia Pacific
dng@forrester.com