Why Read This
Forrester's research shows that firms that seek to place the customer at the core of their operations closely align their market insights and customer intelligence functions and in time have them report into a strategic leader. Companies that are aligning their intelligence departments drive business success through accurate, timely, business-relevant, and actionable customer knowledge. To gauge how far along firms are on the road to the intelligent enterprise, we created a self-test. To get the most out of this diagnostic tool, market insights professionals should take the test, share the results, discuss the implementations with all relevant parties, and look for collaboration opportunities. At the same time, organizations should use the results of the self-test to create a road map that will evolve their customer knowledge practices over time.