Trends Report

Transform Customer Experiences With Systems Of Insight

Insights Masters Create Amazing Experiences With Digital Insight — And Point To What Enterprises Can Do

August 7th, 2015
With contributors:
Ted Schadler , Elizabeth Cullen , Leslie Owens , Gene Leganza , Michael E. Gazala , Diane Lynch


Your business wants to grow its customer base and understands that customers will come only if experiences improve. You expect that lots of data and good analytics will help deliver these improvements. They won't, at least not on their own. Forrester's research into dozens of firms over the past year uncovered the reason — big data doesn't create actions that shape your customer's experience. Firms that master turning insights to action form systems of insight to harness data, find the valuable insights, and implement them so they drive action that not only improves but also transforms customer experiences. This report describes how digital upstarts do this and how enterprise architecture (EA) professionals can leverage their advantages to fend off digital upstarts.

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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.