Trends Report

Ditch Data Dogma To Achieve Differentiation

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

June 7th, 2023
Brendan Witcher, VP, Principal Analyst
Brendan Witcher VP, Principal Analyst
With contributors:
Fiona Swerdlow , Aaron Katz , Brandon Purcell , Joe Stanhope , Rusty Warner , Jessica Liu , Stephanie Liu , Michele Goetz , Julie Ask , Taylor Hansen

Summary

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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