Vision Report

Make Customer Value Technology’s North Star

Customer Value Must Drive Tech Planning, Delivery, And Communication

May 17th, 2021
With contributors:
Matthew Guarini , Lewis Nottonson


Customer-obsessed organizations know the link between business success and improved customer products, services, and experiences. Traditional tech executives have been masters of cost management and doing more with less, but that’s not enough for customer obsession. While financial responsibility does not go away, tech executives must develop a future fit technology strategy with new narratives and metrics hardwired to customer outcomes that fuel their company’s growth agenda. This report and related ones help tech executives understand how they can use customer value as the North Star for their future fit technology strategy and build consensus across the firm to finance it.

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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.