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For CIOs

Quick Take: Age Of The Customer Dynamics Upended The 2016 US Presidential Campaign

November 9, 2016

Why Read This Brief

While Forrester does not endorse any politician, we do offer advice to CMOs, CIOs, and other business leaders on how to respond to changing market and customer dynamics. The 2016 US presidential election stunned established institutions, which saw firsthand that power has shifted from institutions to individuals in the age of the customer. The role of customer emotion in particular — negative and positive — was prominent in the campaign process. While we wait for President-elect Trump to lay out his policies in the coming months, firms should deeply engage with their clients, recognize the power of emotion on business, and invest in the business technologies and partnerships that will let them win in age of the customer.

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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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