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
With contributors:
Matthew Guarini , Rick Parrish , Jeff Lash , TJ Keitt , Audrey Hecht , Emily Stutzman


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.