Trends Report

Start Your Technology Strategy With Customer Obsession

Deep Knowledge Of The Customer And Business Outcomes Are Critical

January 5th, 2017
Bobby Cameron, Vice President, Principal Analyst
Bobby Cameron Vice President, Principal Analyst
With contributors:
Matthew Guarini , Gordon Barnett , Margo Visitacion , Sharyn Leaver , Nigel Fenwick , Rachael Klehm , Christine Turley

Summary

Customers' wants and needs change fast, requiring a technology strategy that keeps up. The typical project-focused strategic planning doesn't work for the customer-obsessed digital pace. This report defines a planning process with annual cycles for setting strategic direction and maintaining stakeholders' requirements for effective financial management. For customer-touching work, the process adds customer-led outcome management, continuous planning, and design thinking to discover what works.

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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.