Forrester analyst Amanda LeClair (guest speaker) shares strategies for brands to thrive on change

Digital experience is customer experience`, says Forrester analyst Amanda LeClair. To succeed in the digital era, brands must be resilient, adaptive and creative, making smart decisions about platforms, practices and partnerships to reconfigure business structures and capabilities. Brands should focus on getting to know their customers, understanding their needs and expectations, and delivering more information, videos, AR/VR content, and lifestyle content. The biggest problem brands face is struggling to understand who their customers are, how they behave, and what they want, often due to disparate systems and data silos. To overcome this, LeClair recommends aiming for small advantages and quick wins, tapping into existing datasets through APIs, and building agility by connecting siloed systems. Forrester's four principles for digital transformation are API-first, cloud-first deployment, enabling practitioner self-service, and automation to do this at scale. Ultimately, digital transformation is a continuous journey about building skill sets, processes, and adopting technology to support adaptive, creative, and resilient business models.

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