Trends Report

Brief: Forrester's Empowered Customer Segmentation Applies Across Industries

North American Consumer Technographics®

September 21st, 2016
Anjali Lai, null
Anjali Lai
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell


The pursuit of novel and emotionally satisfying experiences combined with a growing number of devices, digital services, and information sources is giving customers a sense of empowerment that brands everywhere must contend with. While these aspects of customer evolution impact every industry, the ways in which they influence behavior differ by vertical. This report leverages Forrester's Empowered Customer Segmentation to show how the most rapidly evolving US customers behave across industries like retail, media, travel, finance, and insurance.

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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.