Customer Obsessed CFOs Use Predictive Analytics & Drive Revenue

The Customer-Obsessed Finance Leader
in the Age of Data
WEBINAR
September 19, 2017
Michele Goetz, Principal Analyst, Forrester
RichVeldran, CFO, Dun & Bradstreet
Dustin Luther, Moderator, Dun & Bradstreet

Agenda
Introduction
Part 1: The ROI on Customer Obsession
Part 2: The Role Finance Leaders Play in the
Pursuit of Customer Obsession
Part 3: Exploring a Data-Driven Operating Model
Part 4: 7 Key Data Maturity and Competency Factors
for Customer Obsession
Part 5: Investing in Data for Actionable Insight
Q&A

3
Introduction
A global Forrester Study commissioned by Dun & Bradstreet in February 2017 of 250 finance
executives revealed that customer obsession may be a new key to profitable growth.
The Customer-Obsessed Finance Leader
Speakers
Rich Veldran
CFO, Dun & Bradstreet
@RichvDNB
Featured Speakers:
Michele Goetz
Principal Analyst, Forrester
@Mgoetz_FORR
Dustin Luther
Engagement Director, Dun & Bradstreet
@Tyr
Moderator

4© 2016 FORRESTER. REPRODUCTION PROHIBITED.
Connecting CFOs to Customers
› Does customer obsession translate into revenue and profit?
› What is the role of the CFO in the Customer Obsessed
Enterprise?
› How can CFOs invest wisely in the Customer Obsessed
Enterprise?

Part 1:
The ROI on Customer Obsession

96% of organizations are prioritizing customer-obsessed initiatives this
year or will do so next year
Source: A commissioned study conducted by Forrester Consulting on behalf of Dun & Bradstreet, April 2017
To what extent is your organization prioritizing the following business initiatives?
Base: 250 CFOs and EVPs of Finance familiar with their organization's use of data/analytics to inform decisions and strategy and strategy
62%
Improve customer experience Address rising customer expectations
Prioritizing this year Prioritizing next year
56%
27% 33%

Being truly customer obsessed is not only about intent, but also results
Customer acquisition,
Customer retention, and
Customer satisfaction
Customer-obsessed organizations are not
only making customer-focused initiatives a
priority today . . .
. . . They are also experiencing increases
across customer-focused metrics
Improve customer experience
Address rising customer
expectations
or

Customer obsession leads to greater increases in revenue, profitability,
and efficient cash flow
Base: 250 CFOs and EVPs of Finance familiar with their organization's use of data/analytics to inform decisions and strategy and strategy;
91 customer-obsession leaders and 159 followers
84%86%90%
63%
76%
60%
ProfitabiltyRevenueCash flow
Please indicate how the following metrics have changed, if comparing your most
recent fiscal year to the previous fiscal year.
[% indicating an increase]
Followers Leaders

Forrester’s Customer Experience research shows a correlation between
great CX and positive financial outcomes
Better customer experiences drive revenue across industries
Source: Forrester’s Customer Experience Index Online Survey, US Consumers 2016
Base: 122,500 US online adult customers (ages 18+) of at least one industry who interacted with that industry within the past 12 months (bases vary)

Discussion:
The ROI on Customer Obsession
The Customer-Obsessed Finance Leader in the Age of Data

Part 2:
The Role Finance Leaders Play in the

In order to ensure financial returns, CFOs need to take an active role in
leading customer obsession
53%of finance leaders are
responsible or accountable for
their organization’s customer-
focused initiatives.

78% of CFOs at
leading organizations
are extremely familiar
with their organization’s
use of data and
analytics to inform
decisions and set
strategy
vs.
just 54% of CFOs at
less mature
organizations
CFOs are uniquely positioned to drive the
transformation to a data-driven organization
Base: 250 CFOs and EVPs of Finance familiar with their organization's use of data/analytics to inform decisions
and strategy and strategy; 91 customer-obsession leaders and 159 followers
Leaders Followers
54%
78%
Percent “extremely” familiar with their organization’s use of
data and analytics to inform decisions and set strategy

Today’s CFOs are seen as strategic partners and can leverage their
expertise beyond the traditional financial and risk/compliance focus
With whom do you work most closely day to day in order
to achieve the goals and objectives of your
organization’s top business priorities?
2%
2%
6%
6%
12%
20%
52%
Chief procurement officer
Sales leadership
CMO
Chief Data Officer or
Chief Analytics Officer
CIO
COO
CEO
When meeting with [these executives], to what extent are
your discussions focused in the following areas?
(Mean average)
Other
7%
Operational
efficiency
and cost
reduction
21%
Organic
growth
22%
Corporate
risk
23%
Strategic
27%

Discussion:
The Role Finance Leaders Play in the

Part 3:
Exploring a Data-Driven Operating Model

© 2016 Forrester Research, Inc. Reproduction Prohibited 17
CFOs Need Their Own
Customer-Obsessed Data
Playbook
As with other initiatives, customer
obsession has its own set of CFO
levers across people, process, and
technology.

Silos of data and organizational tribes are top challenges for CFO insights
37% Departmental silos make it difficult to get insight from business stakeholders
35% Lack of data integration/data is siloed
32% Difficulty aggregating data from different sources
22% Disparate ways of calculating KPIs and looking at KPIs across the organization
What are the biggest obstacles to leveraging data and analytics to drive decisions and strategy?
(Select all that apply)

Discussion:
Exploring a Data-Driven
Operating Model

Part 4:
7 Key Data Maturity and Competency
Factors for Customer Obsession

CFOs will lead change through strategic alignment and by raising data
competencies
59%
46%
70%
69%
69%
85%
Engaging external services
providers or strategic business
consultants for
data/analytics/insights services
Investing in more business
friendly, self-service
visualization and analytics
Changing our management
culture to rely more on data-
driven decisions
Leaders Followers
What is – or will be – your involvement with
these data-driven initiatives?
[% Responsible or Accountable]
Lead organizational change
Invest in self-service enablement to
activate data
Create strategies to leverage
internal and external resources
In order to lead transformation, CFOs must:
Base: Variable; customer-obsession leaders and followers at organizations prioritizing data-driven initiatives this year or next year

CFOs need to support and encourage strong data management competencies
Leaders outperform across all key data management competencies by up to 20%

Discussion:
7 Key Data Maturity and Competency
Factors for Customer Obsession

Part 5:
Investing in Data for Actionable Insight

Systems of insight and engagement are critical to data-driven customer
obsession
Systems of record: Support the internal operations of the enterprise.
These applications typically include: data warehouse, customer data
mart, application database, big data lake.
Systems of insight: Support the ability to harness and consistently turn
data into action. These applications typically include: business
intelligence/analytics, predictive analytics, artificial intelligence, master
data management.
Systems of engagement: Support the acquisition, servicing, and retention
of customers. These applications typically include: CRM, ERP, financial
applications, SCM, mobile applications, commerce, POS.
Systems of automation: Technologies that intelligently manage physical
products, networks, and infrastructure. These technologies typically
include: manufacturing plant automation, trading systems, BPM, security
event processing.

11%
17%
17%
21%
33%
9%
18%
20%
25%
28%
Other
Systems of insight
Systems of
automation
Systems of
engagement
Systems of record
Being a data-driven, customer-obsessed organization means continuously
investing in customer- and data-focused systems
Base: 250 CFOs and EVPs of Finance familiar with their organization's use of data/analytics to inform decisions and strategy and strategy;
91 customer-obsession leaders and 159 followers
(Percentages do not equal 100% due to rounding)
Thinking about your capital spending over the
past two years, on average, approximately what
percentage of your IT capital budget was
allocated to the following?
[Mean percentages]
How do you expect your organization's spending in
the following areas will change in 2018 compared
with 2017?
[% Reporting an increase]
76%79%77%
86%
48%
55%58%
65%
Systems of
automation
Systems of
engagement
Systems of
record
Systems of
insight
Followers
Leaders

Discussion:
Investing in Data for Actionable Insight

28© 2016 Forrester Research, Inc. Reproduction Prohibited
Lean into the customer-obsessed conversation.
Extend financial insights to include the wider customer experience.
Invest in data to meet the demands of customer obsession.
Avoid internal bias and customer blind spots.
Transform the CFO dashboard to lead customer obsession.
Do it today…

Follow Dun & Bradstreet @dnbus
Read the Study: www.dnb.com/CustomerObsessedCFO
Thank you!

Customer Obsessed CFOs Use Predictive Analytics & Drive Revenue

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