'BBVA customers can complete a wide range of tasks through the app, which also offers a range of next-generation features such as BBVA Valora,” the report pointed out. In its assessment, Forrester declared that BBVA’s application stands out for a “superb balance” between a wide range of “useful functionality” and excellent user experience. In 2018, for the second consecutive year Forrester singled out BBVA Spain’s mobile banking app as the best in the world. It is Forrester’s opinion that “championing and leading disruption in the existing operations” is the only way to achieve real gains in customer experience. Customer experience continues to be a challengeįorrester reports that 20 percent of brands will abandon their customer experience initiatives in 2019, and will opt for more traditional strategies, like price reductions, in order to achieve short-term objectives.Ģ018’s poor results in this area and turning to traditional approaches are, according to Forrester, due to the fact that many companies have chosen models that steer clear of true disruptive change, consequently, they fail to impress the customer.To help business leaders identify concrete areas of focus to successfully fulfill this pragmatic vision, Forrester outlines what it believes to be the fourteen key trends that can make or break a company’s strategy in 2019. If business leaders can overcome these obstacles this year, they will be able to create a 'more durable and powerful foundation' to succeed in the digital context.Īccording to Forrester, a year of pragmatism can create positive momentum, especially if the outcome is a decisive, goal-oriented, far-ranging strategy for 2020. A pragmatic approach will allow companies to address 'fundamental challenges” such as technical debt, data governance, and aging brands. Looking forward, Forrester believes that 2019 will be the year that transformation “goes pragmatic'. Other reasons Forrester cites for companies failing to harness the potential of digital transformation include focusing exclusively on back-office technologies, a lack of executive buy-in for the strategy, and wariness about introducing change that could jeopardize quarterly results.

What was behind this floundering? Forrester indicates that many businesses were simply not prepared, some due to poor data management, and others because they simply 'underestimated' the work required to address their technological deficiencies. In fact, Forrester maintains that the output of user experience strategies remained flat, and more than 50 percent of digital transformation endeavors floundered in 2018. Such initiatives demand significant effort, and even more importantly, “challenge the way leaders run their businesses.” This is why, although many companies successfully achieved their objectives, many others failed to bring about the behavioral changes their strategies needed.

In some cases, however, these dreams ran counter to the reality that a true commitment to large-scale strategies such as digital transformation and user experience requires. As a result, in order to respond to the external demands of 2018 and to adapt to the rate of change – “the hyper pace of digital” as the consulting firm calls it – companies were able to 'dream big.' Their aspirations: to take advantage of new digital technologies to drive efficiency, enter new markets, and create new revenue streams. Reflections on the past yearįorrester claims that over the course of 2018 it was able to validate that business leaders fully understand the 'scope and magnitude' of the challenges they face. After reviewing last year’s landscape, the overarching conclusion is that 2019 will be a year of “pragmatism”. Forrester has just published its unique perspective regarding what we can expect from 2019 in terms of digital transformation.

January is the time of the year when analysts and experts make predictions about the coming trends that will have the most impact over the next 12 months.

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