Vision Report

The eBusiness Professional's Blueprint For Strategy In The Age Of The Customer

Four Imperatives To Establish New Competitive Advantage

September 12th, 2014
Kyle McNabb, null
Kyle McNabb
Josh Bernoff, null
Josh Bernoff
With contributors:
Sharyn Leaver , Carrie Johnson , Laura Koetzle , Cliff Condon , Carlton Doty , Moira Dorsey , Elizabeth Ryckewaert


Your customers, empowered by technology, can leave at any moment. To retain their loyalty, companies like Hilton Worldwide and The Home Depot plan to spend hundreds of millions of dollars to redefine customer engagement. This redefinition takes many forms in both consumer and business-to-business markets. For example, Rolls-Royce digitized its products to redefine customer value, while Macy's and USAA have transformed their marketing and product strategies to center around customers. These companies are customer-obsessed; in the age of the customer, you must be, too. CMOs, CIOs, and eBusiness professionals must work together to create this companywide-transformation. Here's a four-part blueprint on how to do it: 1) Transform the customer experience with a systematic, measurable approach; 2) accelerate your digital business future for greater agility and customer value; 3) embrace the mobile mind shift to serve customers in their moments of need; 4) turn big data into business insights to continuously improve your efforts; All of this is possible only if you shift your technology management investments toward business technology that wins, serves, and retains customers.

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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.