St. Louis Product Manager’s Meeting Forrester Consumer 2008 Forum Jennifer Ruffino January, 2009

1. St. Louis Product Manager’s MeetingForrester Consumer 2008 ForumJennifer RuffinoJanuary, 2009

2. Overview • About Forrester’s Consumer Forum • The Psychology of Product Adoption • Web Site Readiness for the Next 10 Years • Social Computing Updates • Mobile and GPS advancements • Methodology best practices  reserved for future meeting

3. Forrester’s Consumer Forum • Leading Forrester analysts present research on how firms are responding to empowered consumers, and industry executives share their companies' experiences and best practices as they entice consumers in today's multichannel environment. • Various segments of presentations: • Consumer Market Research • Consumer Product Strategy • Customer Experience • Direct Marketing • eBusiness & Channel Strategy • Interactive Marketing • Marketing Leadership

4. The Psychology of Product Adoption

5. The Psychology of Product Adoption

6. The Psychology of Product Adoption

7. The Psychology of Product Adoption

8. The Psychology of Product Adoption

9. The Psychology of Product Adoption

10. The Psychology of Product Adoption as opposedto Maslowe’s

11. The Psychology of Product Adoption 2 examples fromthe same consumer:Brian – in college, choosing a computer vs. Brian – selecting a tie for his first job interview

12. The Psychology of Product Adoption

13. Web Site Readiness for the Next 10 Years

14. Web Site Readiness for the Next 10 Years • A transaction is defined as: • Receiving goods or services • In your home, outside of your home, at work, outside of work • Research, payments, loyalty • Retail, travel, financial services, health care, entertainment

15. Web Site Readiness for the Next 10 Years

16. Web Site Readiness for the Next 10 Years

17. Web Site Readiness for the Next 10 Years

18. Web Site Readiness for the Next 10 Years Three Traits of Transactions of the Future: Efficiency: Speeding Transactions, Driving Convenience Security: Reducing Fraud and Protecting Data Customer Service: Helping People as They Transact

19. Web Site Readiness for the Next 10 Years

20. Web Site Readiness for the Next 10 Years

21. Web Site Readiness for the Next 10 Years

22. Web Site Readiness for the Next 10 Years

23. WebSite Readiness for the Next 10 Years

24. Web Site Readiness for the Next 10 Years

25. Web Site Readiness for the Next 10 Years Three Traits of Transactions of the Future: Efficiency: Speeding Transactions, Driving Convenience Security: Reducing Fraud and Protecting Data Customer Service: Helping People as They Transact

26. Web Site Readiness for the Next 10 Years

27. Web Site Readiness for the Next 10 Years It has reduced transaction volume

28. Web Site Readiness for the Next 10 Years

29. Web Site Readiness for the Next 10 Years

30. Web Site Readiness for the Next 10 Years Three Traits of Transactions of the Future: Efficiency: Speeding Transactions, Driving Convenience Security: Reducing Fraud and Protecting Data Customer Service: Helping People as They Transact

31. Web Site Readiness for the Next 10 Years

32. Web Site Readiness for the Next 10 Years

33. Web Site Readiness for the Next 10 Years

34. Web Site Readiness for the Next 10 Years

35. Web Site Readiness for the Next 10 Years What can be done today? • If you’re a transactional business, get on the alternative payment bandwagon. • Ensure that help sections and product detail pages are comprehensive and self-explanatory. • Monitor your Web transactions and make sure that customers are not abandoning for reasons you could avoid (e.g., slow download time, low site availability). • Study up on mobile initiatives in your industry — it’s coming and it’s going to be big.

36. Social Computing Update

37. Social Computing Update

38. Social Computing Update

39. Social Computing Update Consumers by Activity on the Participation Ladder

40. Social Computing Update

41. Social Computing Update

42. Social Computing Update

43. Social Computing Update CRM is moving beyond the goal of optimizing a two-way relationship between an enterprise and a customer to include . . . . . . the simultaneous relationships that customers have among themselves! What should companies do?

44. Social Computing Update • What should companies do? • Collaborate with customers and partners in new ways. • Online social networks allow a prospective customer to facilitate human-level connection with individuals within an organization. • Collaborate within the enterprise to deliver more value. • Online networks with even basic profiles can cut problem-solving time by enabling a faster connection between a questioner and an employee who has solved similar problems in the past.

45. Social Computing Update What should companies do? • Benchmark customer and prospect social readiness. • Define your social customer objectives. • Understand the Social Computing solutions landscape. • Map out your social CRM capabilities-building plan. • Define your metrics for success.

46. Mobile and GPS Advances

47. Mobile and GPS Advances Where are we now? • The PC browser-accessed Web site is still the hub for eBusiness transactions. • Mobile devices are starting to play a more substantial role in digital interaction. • Social networks and widgets are just emerging as alternate platforms for transactions.

48. Mobile and GPS Advances

49. Mobile and GPS Advances

50. Mobile and GPS Advances