Vision Report

The Future Of Customer Insights Will Power Next Best Experiences

Come Together (Right Now) To Drive The Right Insights To The Right Experiences

March 15th, 2023
Brandon Purcell, VP, Principal Analyst
Brandon Purcell VP, Principal Analyst
With contributors:
Aaron Katz , Maxie Schmidt , Joana de Quintanilha , Rusty Warner , Aldila Yunus , Jen Barton

Summary

We’re living in the age of the customer, so it’s understandable that many companies are striving — and claiming — to be customer obsessed. Yet many still fall short of creating superior customer experiences, even with sophisticated customer analytics in place, because of marketing myopia and internal misalignment. The solution lies in a new customer insights paradigm: the next best experience (NBX). This report guides business leaders working with customer insights to reevaluate their marketing-focused current analytics practices and embrace the NBX model to become truly customer obsessed and CX led.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.