Why Read This
Disruption is coming — is your company ready? Organizations need to realize that their customers want things faster, better, cheaper, and with a higher degree of service, and technology makes it possible for them to get what they want. We're about to enter a new era that Forrester calls the age of the customer. It's no longer sufficient to be simply "customer-centric" or "customer-focused." The only successful strategy in the age of the customer is to become customer-obsessed
— to focus your strategic decisions first and foremost on customer knowledge and retention. To support organizations in this process to customer obsession, market insights professionals need to build a research framework that delivers real-time, high-quality market intelligence and translate this into actionable insights.