2019年市场趋势预测（英文）

Predictions 2019Transformation goes pragmaticReflecting on 2018 Forrester predicted that 2018 would be a year of reckoning: External forces would combine and compel companies to respond more aggressively or risk falling behind those successfully executing bold strategies.Over the course of 2018, in our many discussions with leaders, they told us that they intellectually understood the scope and the magnitude of the challenges at hand. Companies dreamed big in response to external pressures from evolving and escalating customer demands, the hyper pace of digital, and opportunities that exploit new technologies to drive efficiencies, enter new markets, or create new revenue streams.Many of these dreams met the reality that large-scale strategies such as customer experience (CX) and digital transformation are hard and costly and, most importantly, challenge the way leaders run their businesses. In 2018, CX performance was flat, and more than 50% of digital transformation efforts stalled. Although some progressive CIOs and CMOs drove change, most struggled to compel their organizations to see and act differently.But far too many were not ready — some due to a lack of organizational readiness; some because they underestimated the real work needed to overcome technical debt and poor data governance; some because the sound strategy was to invest in back-office technologies to drive efficiencies; some due to a lack of executive cohesion; and some due to the fear that it would interrupt or destroy quarterly performance.FORRESTER.COM/PREDICTIONSLooking forward to 2019We now turn our attention to 2019, a year in which transformation will go pragmatic.The positive outcome of this is that there are important foundational challenges to tackle: Organizational readiness, technical debt, data governance, and aging brands top the list. By pragmatically addressing these hurdles, leaders will create a more durable and potent foundation.The risk, on the other hand, is that this trend could affirm the status quo and reinforce the organizational inertia holding some firms back — essentially adding internal headwinds to the existing headwinds of an unforgiving market. On top of that, the prospect of driving change and finding growth will not be promising to businesses if the economic predictions of a slowdown or downturn prove true.Stakes remain high, and the fate of many companies is in the balance as empowered customers vote with affinity and spend. A year of pragmatism is good for traction — if it yields purpose-driven, decisive, and more far-reaching strategies in 2020.FORRESTER.COM/PREDICTIONS120% of brands will give up on strategic CX initiatives and resort to price reduction for short-term gains.Customer experience performance is flat for the third year in a row. CX results show a dangerous gap in customers’ sense of emotional engagement and loyalty. And 89% of surveyed CX professionals state that the ROI of CX is not well established in their companie