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For Customer Insights Professionals

Optimize Customer Experience With A Digital Intelligence Business Case

Business Case: The Digital Intelligence Playbook

January 3, 2020


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This is the Business Case report in The Digital Intelligence Playbook For 2021.

Why Read This Report

Today's digital analytics practices are advancing the ability to take actions on insights about customers' digital behavior. But that's not enough: Customers' expectations continue to change faster than firms' ability to measure them. This report helps customer insights (CI) professionals build value-based business cases for investment. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Digital Intelligence Is Advancing, But Your Customer View Must Expand
  • Investments In New Capabilities Require An Effective Business Case
  • Build The Business Into Your Business Case's Process And Content
  • Recommendations

  • Manage Your Business Case's Risk Using These Five Success Factors
  • Supplemental Material
  • Related Research Documents

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