Trends Report

Brief: Understand The Disruptions That Affect Your Firm's Customers

Add Customer-Centric PEST Analysis To Your Strategy Toolbox

June 24th, 2016
With contributors:
Alex Cullen , Alex Kramer , Diane Lynch


Businesses must look beyond tactical customer experience (CX) improvements toward long-term, customer-driven strategies. Traditional strategy analysis techniques fall short for this; they focus on the firm or product rather than on experience, value, and the customer. Business strategists and strategy-focused enterprise architecture (EA) professionals must enhance their market analysis techniques to include disruptions that affect their firms' customers. This report describes the use of customer-focused PEST (political, economic, social, and technology) analysis to capture and analyze a business environment and customer ecosystem, which leads to customer-driven strategies.

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