Trends Report

Drive Customer-Obsessed Strategies With A Formalized Business Architecture

February 23rd, 2016
With contributors:
Alex Cullen , Diane Lynch


Today's shift in power to the customer puts new pressure on your strategic business technology (BT) decision-makers. BT strategy and investment decisions are becoming more complex; in addition to the typical factors of revenue, product and service, and operations, your decision-makers must also factor in how they will win, serve, and retain customers. Successful strategy-focused enterprise architect (EA) professionals have embedded business architecture (BA) techniques in their strategic planning processes, and their decision-makers have gained greater confidence that they are making the right decisions to drive business success. This is an update of a previous report; Forrester reviews and revises it periodically for continued relevance and accuracy. We are updating it now to reflect our latest research on the evolving role of business architects in firms with maturing customer experience (CX) and business technology agendas.

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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.