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For CMO Professionals

Winning In The Age Of The Customer

Embrace Four Imperatives To Transform Your Company For Customer Obsession

April 6, 2015

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  • By Michael E. Gazala
  • with Josh Bernoff,
  • Cliff Condon,
  • Kyle McNabb,
  • Elizabeth Ryckewaert,
  • Ryan Trafton

Why Read This Report

The age of the customer is here. To prove this, we analyzed recent economic and survey data and reviewed the practices of over a dozen companies that have made customer-focused transformations. We found that customers are now more mobile, consume more reviews, and buy more online than ever before. Companies must respond by becoming customer-obsessed and adopting four mutually reinforcing market imperatives: 1) Get a quick start by embracing the mobile mind shift, 2) attain maximum customer intelligence by turning big data into business insights, 3) seek a broad impact by transforming their customer experience, and 4) become more effective by accelerating their digital business. This transformation happens locally, from the bottom up, and globally, with the backing of the CEO, CIO, and CMO. (Note: This report is a successor to the report "Competitive Strategy In The Age Of The Customer" published on October 10, 2013.)

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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.

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Table of Contents

  • We Have Accelerated Into The Age Of The Customer
  • Now Is The Time To Become Customer-Obsessed
  • Change Happens Both Top-Down And Bottom-Up

  • Customer Obsession Will Create Unexpected Consequences
  • Supplemental Material
  • Related Research Documents