Trends Report

Customer Insights 2020: New Roles, New Skills, And New Tech Boost Customer Understanding

November 22nd, 2019

Summary

Customers are still participating in surveys, but they won’t keep this up unless customer experiences improve. Consumer intelligence will become more appealing as marketers chase increasingly elusive insights. Few firms have the chops to set up their own insights systems. Data hunting will become a desirable skill, even though it goes against consumer sentiment. Firms will try to upskill workers for data literacy as insights become more important.

Want to read the full report?

This report is available for individual purchase ($1495).

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.