Best Practice Report

Customer Understanding for Product Management: Business Requirements

February 28th, 2019


Organizations with a consistent customer needs program and knowledgeable product teams are more likely to have their products succeed. Understanding the business requirements for customer understanding enables leaders to meet these requirements with people, processes and technologies. Supporting technologies must be evaluated for their ability to reinforce these requirements.

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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.