Trends Report

The Rise Of The Empowered Customer

Consumers' Evolving Behaviors And Attitudes Set The Pace For Innovation

July 12th, 2016
Anjali Lai, null
Anjali Lai
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.

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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.