Best Practice Report

Customer: High Performance Starts With Understanding Your Customer

Use Your Knowledge Of The Customer To Design Your IT Operating Model

August 2nd, 2021
Gordon Barnett, Principal Analyst
Gordon Barnett Principal Analyst
With contributors:
Matthew Guarini , Rick Parrish , Jeff Lash , TJ Keitt , Audrey Hecht , Emily Stutzman

Summary

Choosing the market to serve has always been the primary focus of a business strategy. This focus has driven many tech executives to adopt best-practice human-centric design principles within the architecture and design functions of their IT organization. Unfortunately, not all tech execs have applied the same principles when transforming their IT operating model. High-performing tech execs are different. They focus on the why (or purpose) of IT — meeting or exceeding the expectations of their and their firm’s customers to deliver better results. Forrester’s IT operating model framework guides tech execs to focus on their dual markets: internal stakeholders and external customers.

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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.