Customer: High Performance Starts With Understanding Your Customer

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.