The digital disruption is here, and Forrester is here to help! But how can a business actively defend against such dastardly disturbances? Forrester’s Steven Peltzman proposes five steps that will protect against this wicked villain without entirely destroying the budget.
The Steps to Managing Disruption
- Be close to the customer
- Keep innovation quick
- Analyze the tools being utilized
- Create “lab” testing for new innovations
- Partner with companies
The first step is to look to the customers and understand their needs. What are the difficulties in their experience with the business? What are inventive ways to combat this? Actively follow up with customers and keep a “customer journey map.” Remain involved and actively working towards improvement. If the business cannot easily innovate, then a digital disruption is a severe threat, maybe even by direct competitors. Major problems should be able to be remedied in a short period of time, not months down the line.
Look into investing in better tools. It is inexpensive to churn out new content with servers such as Amazon, but really, something like WordPress or Wix might be more practical for building a new, non-critical website fast. Do not neglect the convenience and possibilities offered by crowdsourcing either, especially when things like Topcoder exist.
Change is imminent and will always occur. Innovation has a better chance for success if it is integrated into a mandated, established program. Create a sort of “lab” to test out new ideas and see how they not only work for the business, but also for the customer. Finally, partnering with companies is not just a tool for start-up businesses. Having partners gives a company a competitive edge because they are constantly in the loop about competition, as well as the next big idea. They also have multiple sources for integral information that may serve a company’s interests.
You can read the original post here: http://blogs.forrester.com/steven_peltzman/15-10-07-cios_5_steps_to_take_digital_disruption_from_theory_to_reality