Why Read This Report
In the age of the customer, the importance of supporting customer touchpoints has shifted to the center of strategic planning. Firms that are winning the customer experience race are aiming to provide their customers with consistent, personalized, and contextually relevant interactions across all touchpoints. These firms create digitally enhanced, data-driven customer experiences that unlock new sources of customer value. And because successfully leveraging digital technology requires deep understanding of the nuances of digital marketing, eCommerce, customer experience design, and technology, traditional organization structures inside and outside of marketing are ill-equipped to optimize the business to take full advantage of digital transformation. As a result, CEOs, CMOs, and CIOs must decide who among them will lead their organization on the path to digital success, or if a dedicated role is required. Should it be the chief marketing officer, the chief information officer, the chief customer officer, or perhaps a new chief digital officer? For CMOs, the answer to this question will have a material impact on their role in coming years.
Get Access
Already a Client?
Log in to read this document.
Become a Forrester Client
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.
Want to know what will happen in 2020? Visit Forrester's Predictions 2020 Hub, where you can read what's coming next in marketing, customer experience, technology, innovation, and more.
Purchase Report
This report is available for individual purchase ($499 USD).
Purchase