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For CIOs

Technology Management In The Age Of The Customer

Only Customer-Obsessed Enterprises Can Survive Disruption

October 10, 2013


  • By George F. Colony,
  • Peter Burris
  • with Kyle McNabb,
  • Andrew Smith

Why Read This Report

Empowered customers are disrupting every industry — and CIOs need to understand how technology management must adapt in this rapidly evolving world. This report outlines how the age of the customer will place harsh and unfamiliar demands on institutions, necessitating changes in how they develop, market, sell, and deliver products and services. CIOs and their teams will be called on to support these changes, widening their agendas beyond IT (infrastructure) to include business technology (BT) — technology, systems, and processes to win, serve, and retain customers. This report serves as a clarion call to CIOs. Specifically, it explains: 1) how to achieve the right mix of IT and BT; 2) which methods will help you build a highly effective BT portfolio; and 3) how to improve collaboration with other executives in your company who are also meeting the customer challenge — in particular, chief marketing officers (CMOs) and customer experience professionals.

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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

  • Welcome To The Age Of The Customer
  • The Response: A Wider Technology Management Agenda
  • How To Drive The BT Agenda

  • What BT Means
  • Supplemental Material
  • Related Research Documents