Trends Report

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

Add Customer-Centric PEST Analysis To Your Strategy Toolbox

June 24th, 2016
Gordon Barnett, Principal Analyst
Gordon Barnett Principal Analyst
Rick Parrish, Vice President, Research Director
Rick Parrish Vice President, Research Director
With contributors:
Alex Cullen , Alex Kramer , Diane Lynch

Summary

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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