Trends Report

Ditch Data Dogma To Achieve Differentiation

Use The 6C Strategy For Customer Data That Powers Unique Experiences

June 7th, 2023


To successfully create differentiated customer experiences, organizations must pursue differentiated data. Why? With the same data as the competition, ubiquitously similar experiences become the norm. As a companion document to Forrester’s “Conditional Love: What It Really Takes To Keep Customers Faithful” report, this report shows digital business professionals how to rethink what it means to have a customer data strategy, redefine the parameters for actionable customer data, and repurpose digital asserts to collect data. This report also guides companies on how to tap the customer’s digital path to purchase to acquire the core data elements found in Forrester’s 6C strategy to understand 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.