Infrastructure and operations (I&O) teams have a broader charter in the age of the customer. I&O pros must optimize their infrastructure people, processes, and technology in pursuit of customer obsession. This report provides insight into how I&O pros can apply Maslow's hierarchy of needs and Deming's plan-do-check-act cycle to drive business growth. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new ideas, examples, and data.