Charter Report

Center Your Tech Strategy On Customer Outcomes

Keep Boldly Adapting Your Strategy To Meet One Goal — Serving Customers

August 2nd, 2021
With contributors:
Frederic Giron , Kara Wilson , Madison Bakalar


Technology executives need to rethink strategic planning to drive customer and business value. Technology strategies are too often just collections of loosely related project plans that are too focused on tech project delivery milestones. The annual project cycle is too slow, too siloed, and too rigid to serve customers’ continuously changing needs and expectations. Strategies designed “by IT, for IT” fail to engage business leaders and executives because they don’t explain how tech strategy leads to better customer experiences and outcomes. This report clarifies how technology execs can create a strategic tech plan that is customer led, insights driven, fast, and connected.

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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.