Trends Report

Brief: Organizing For Customer Insights — And What Matters More

March 28th, 2016
Cinny Little, null
Cinny Little
With contributors:
Mary Pilecki , Christian Austin , Tyler Thurston


Forrester frequently hears this question from customer insights (CI) pros: "Where should CI report into?" In this brief, we show how CI teams are organized today — who they report to and trends in centralized versus decentralized organizations. But reporting structure alone doesn't drive CI pros' success in driving insights to business outcomes in today's age of the customer. In this report, we identify the four problems CI teams struggle with most and provide three approaches to solve them.

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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.