Trends Report

Winning In The Age Of The Customer

Embrace Four Imperatives To Transform Your Company For Customer Obsession

April 6th, 2015
Michael E. Gazala, null
Michael E. Gazala
With contributors:
Cliff Condon , Kyle McNabb , Elizabeth Ryckewaert , Ryan Trafton , Josh Bernoff


The age of the customer is here. To prove this, we analyzed recent economic and survey data and reviewed the practices of over a dozen companies that have made customer-focused transformations. We found that customers are now more mobile, consume more reviews, and buy more online than ever before. Companies must respond by becoming customer-obsessed and adopting four mutually reinforcing market imperatives: 1) Get a quick start by embracing the mobile mind shift, 2) attain maximum customer intelligence by turning big data into business insights, 3) seek a broad impact by transforming their customer experience, and 4) become more effective by accelerating their digital business. This transformation happens locally, from the bottom up, and globally, with the backing of the CEO, CIO, and CMO. (Note: This report is a successor to the report "Competitive Strategy In The Age Of The Customer" published on October 10, 2013.)

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.