Case Study

Shift Your Obsession From Technology To The Customer

Thai Banks' Digital Initiatives Must Start With Customers, Not Technology

July 11th, 2017
Frederic Giron, VP, Senior Research Director
Frederic Giron VP, Senior Research Director
With contributors:
Dane Anderson , Zhi-Ying Barry , Tom Mouhsian , Diane Deng , Bill Nagel

Summary

In the wake of government plans to create a digital economy, Thai banks have swiftly pushed digital initiatives. But Thai customers are largely absent from these plans — which will inevitably put some initiatives at risk of tepid customer adoption. Thailand's banks must embrace a customer-obsessed operating model and let customers drive their digital transformation. Failing this, they will quickly lose relevance and market share. Digital strategy executives in Thailand can use this report to understand the four design principles that must frame their digital transformation.

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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.