Trends Report

Start Your Technology Strategy With Customer Obsession

Deep Knowledge Of The Customer And Business Outcomes Are Critical

January 5th, 2017
With contributors:
Matthew Guarini , Gordon Barnett , Margo Visitacion , Sharyn Leaver , Nigel Fenwick , Rachael Klehm , Christine Turley


Customers' wants and needs change fast, requiring a technology strategy that keeps up. The typical project-focused strategic planning doesn't work for the customer-obsessed digital pace. This report defines a planning process with annual cycles for setting strategic direction and maintaining stakeholders' requirements for effective financial management. For customer-touching work, the process adds customer-led outcome management, continuous planning, and design thinking to discover what works.

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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.