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In a customer-centric world, designing, architecting, building, and deploying processes and applications simply based on "business" requirements no longer works. Leading organizations need to take an outside-in approach, where overall customer experience (CX) takes the front seat, and is not treated as a byproduct. But CX is a fluid environment, where organizations need to react almost instantly as customers demand prompt responses to their ever-changing inquiries and comments in social media, and competitors try to leapfrog you with better CX on a daily basis.
Older-generation, centralized customer data management (CDM) — a foundation on which CX rests — support organizations no longer work: They are too big and monolithic, too focused on the unattainable single version of the truth, and too inflexible. Additionally business workers want (rightfully so) more control over customer data, as they can no longer wait for IT to turn around customer data requests in weeks or months. In this webinar, Forrester addresses best practices for a successful CDM support organization and how AD&D Professionals responsible for CDM need to interact with all stakeholders in a truly customer-centric enterprise.
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