Trends Report

Empower Customers By Transforming Business Processes

A Roundtable Discussion With Forrester Analysts

August 4th, 2011
Craig Le Clair, Vice President, Principal Analyst
Craig Le Clair Vice President, Principal Analyst
William Band, null
William Band
Connie Moore, null
Connie Moore
With contributors:
Kate Leggett , Mike Gilpin , Paul Hagen , Emily Fowler-Cornfeld , Rob Karel , Derek Miers

Summary

Customers have more power today than ever before. They have tremendous influence and reach through social media, more options and choices of whom to buy from, and high expectations about customer service. Instead of hunkering down and wishing this trend would go away, or trying to change but with a penny-pinching eye on costs only, enterprises must embrace this new reality. To thrive in this new era of the customer, companies must 1) embrace customer empowerment by focusing on business process transformation from the outside in, 2) make the customer experience a high priority, 3) use change management to move the organization to a culture of customer centricity, 4) elevate social media to the status of a standard communication channel, and 5) focus on data quality to deliver a single view of the customer.

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