Empowered customers are shaping business strategy. Simply put, customers expect consistent and high-value in-person and digital experiences. They don’t care if building these experiences is hard or requires a complex, multifunction approach from across your business. They want immediate value and will go elsewhere if you can’t provide it.
Yet getting everyone within your organization on the same page isn’t so simple. It requires common insights so that various functions see the customer, the market dynamic, and their overall response through a similar lens. Strong alignment accelerates success. Poor alignment creates confusion, delays, and competitive risk.
The risks in today’s customer-led market have shifted from responding too early to responding too late. Forrester’s age of the customer research gives business and technology leaders common insights and integrated playbooks — the fuel for complex, high-stakes customer-obsessed strategies. We provide:
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