Trends Report

The Rise Of The Empowered Customer

Consumers' Evolving Behaviors And Attitudes Set The Pace For Innovation

July 12th, 2016
With contributors:
James McQuivey, PhD , Reineke Reitsma , Kyle Steinhouse , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell


Empowered consumers fuel the age of the customer — you've likely heard this repeatedly. They now have more choices, richer resources, and higher demands than in the past. But this is more than just a catchy idea; it is a measurable trend. Here, we prove it. This report reveals how evolutions in customer behaviors and attitudes are manifesting themselves and measures how urgently brands must move toward customer obsession. CMOs: Thrive in the age of the customer by understanding how your customers are evolving and prioritizing changes to match.

Want to read the full report?

This report is available for individual purchase ($1495).

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.