Summary
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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