Trends Report

The Age Of The Customer Redefines Technology Management Archetypes

The CIO's Dual Agenda — Both BT And IT — Requires Customer Understanding And Responsiveness

April 1st, 2014
Bobby Cameron, Vice President, Principal Analyst
Bobby Cameron Vice President, Principal Analyst
With contributors:
Khalid Kark , Peter Burris , Nate Fleming

Summary

CIOs now face a dual agenda — BT and IT. This is the age of the customer: a 20-year business cycle in which the most successful companies will reinvent themselves to systematically understand and serve increasingly powerful customers. CIOs must focus on business technology (BT): the technology, systems, and processes to win, serve, and retain customers. But the IT agenda — focused on a company's internal operations — will continue to require significant CIO attention. To help CIOs understand both the new world of BT and how BT redefines and builds on their traditional IT roles, this report updates Forrester's technology management archetypes to reflect the age of the customer. We explain what's new and how it applies differently to various business processes and industry sectors.

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