Trends Report

Technology Management In The Age Of The Customer

Only Customer-Obsessed Enterprises Can Survive Disruption

October 10th, 2013
George F. Colony, null
George F. Colony
Peter Burris, null
Peter Burris
With contributors:
Kyle McNabb , Andrew Smith


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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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.