Trends Report

How Customer Obsession Is Remaking The AD&D Landscape

July 29th, 2014
John Rymer
With contributors:
Christopher Mines , Phil Murphy , Dominique Whittaker


The central role of software in customer-facing business activities has begun to redraw the map of application development and delivery (AD&D) teams and processes. Why? Customer engagement software has attributes — fast time-to-market, building only distinctive value (and buying business-as-usual functions), and digital innovation — that reverse decades of practice for AD&D teams and the vendors that support them. Firms whose AD&D groups transform quickly will succeed; those that don't will be at great competitive risk. This report draws a map of AD&D in the age of the customer to guide leaders' thinking and help them gain the support of business leaders.

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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.