Vision Report

A Market Insights Professional's Introduction To Competitive Strategy In The Age Of The Customer

June 6th, 2011
Reineke Reitsma, null
Reineke Reitsma


Disruption is coming — is your company ready? Organizations need to realize that their customers want things faster, better, cheaper, and with a higher degree of service, and technology makes it possible for them to get what they want. We're about to enter a new era that Forrester calls the age of the customer. It's no longer sufficient to be simply "customer-centric" or "customer-focused." The only successful strategy in the age of the customer is to become customer-obsessed — to focus your strategic decisions first and foremost on customer knowledge and retention. To support organizations in this process to customer obsession, market insights professionals need to build a research framework that delivers real-time, high-quality market intelligence and translate this into actionable insights.

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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.