Vision Report

Leadership In The Age Of The Customer

Customer-Obsessed Leaders Do Five Things Right

April 26th, 2016
With contributors:
Michelle Moorehead , Ryan Trafton , Kara Hartig


Five years into the age of the customer, power is shifting from organizations to customers exactly as we predicted, driving more digital disruption, encouraging more consumer hyperadoption, and compelling more organizations to embrace customer obsession. This report reveals the leadership qualities and habits that will help employees reach the required level of customer obsession. Having a customer-obsessed operating model is one thing, but leading the organization to execute it effectively is another. The best leaders will do both. (Note: This report is a successor to the “Winning In The Age Of The Customer” Forrester report.)

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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.