Vision Report

eBusiness Must Become Customer-Obsessed

Competitive Strategy In The Age Of The Customer

June 6th, 2011
Carrie Johnson, Chief Product Officer
Carrie Johnson Chief Product Officer

Summary

As eBusiness and channel strategy professionals know all too well, empowered consumers disrupt business models across every industry. Success in the age of the customer requires companies to go beyond customer centricity and become customer-obsessed. For eBusiness and channel strategy professionals, this means embracing the principles of agile commerce — optimizing people, processes, and technology to serve customers across all touchpoints. Specifically, eBusiness and channel strategy professionals must shift from customer acquisition to retention, from siloed channels to touchpoints, and from reactive to actionable use of customer data.

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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.