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  Playbook The Brand Experience Playbook For 2021

  Create A Customer-Obsessed Brand Experience

  In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

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• Report How To Build Your Company's Customer Obsession Strategy

  Audit Your Current Ops Against Your Future Vision To Know What To Change

  January 31, 2020 | Shar VanBoskirk

  Most firms aren't yet customer obsessed, but that's not because they don't understand the concept. (We've been writing about it for 10+ years!) Leaders don't know how to operationalize customer...

• Report The Employee Experience Bill Of Rights In The Era Of AI And Automation

  Guaranteeing Rights For Employees Ensures Relative Calm For Companies

  December 5, 2019 | J. P. Gownder, Samuel Stern

  The threat of automation and the consequent uncertainty of their long-term relevance have employees on edge. Rightfully so, as most companies haven't taken the necessary steps to reassure their...

• Report Brands Must Embrace Gender Evolution

  December 3, 2019 | Dipanjan Chatterjee, Nick Monroe

  Today, a majority of consumers reject what they perceive as outdated cultural constructs of gender. And where consumers go, so do brands. As society navigates the complex cultural space that is...

• Report Fix Your Culture Gaps To Speed Up Digital Transformation

  Beginner Level: Culture Practices For Digital Business

  November 25, 2019 | Alyson Clarke

  Culture is one of the biggest barriers to digital transformation. Many firms put it in the "too hard" basket, focusing on all the other aspects of digital transformation until they can't ignore it...

• Report Accelerate Your Culture Practices For Digital Transformation

  Intermediate Level: Culture Practices For Digital Business

  October 22, 2019 | Michelle Beeson, Jacob Morgan, Alyson Clarke

  Strong digital culture underpins successful digital transformations. Once the foundations are in place, digital leaders must accelerate change and entrench digital skills, processes, and technology...

• Report Apply Cultural Patterns From Leading Digital Innovators

  Advanced Level: Culture Practices For Digital Business

  October 4, 2019 | Jacob Morgan, Alyson Clarke, Michelle Beeson

  Cultural alignment is a huge enabler of change — when done well, it greases the skids; when poorly executed, it can stop transformation dead in its tracks. Digitally innovative firms are...

• Report Operating A Customer-Obsessed Enterprise

  Know What To Pivot At Your Firm

  September 12, 2019 | Shar VanBoskirk

  Eight years into the age of the customer, just 15% of enterprises are customer obsessed. Our research finds that executives agree with the idea of customer obsession — they just struggle to put it...

• Report The ROI Of EX

  Where EX Is Quantifiable And Not Just An Add-On

  September 3, 2019 | Samuel Stern, Andrew Hewitt, Adam Schlegel

  EX is becoming ever more important due to an increasingly educated workforce, incredibly low unemployment rates, pervasive AI/automation, and workplaces beset by multiple transformation...

• Report CMO-CIO Collaboration: Resolving The Paradox

  The Relationship Destined To Maximize Your Business

  August 20, 2019 | Thomas Husson

  Growing customer expectations and the accelerating pace of innovation force CMOs to work closely with their CIO counterparts. While relying on external cloud vendors and investing in shadow IT...

• Report Ignite Customer-Centric Thinking Companywide

  Advanced Level: Mindset Practices For Marketing Innovation

  July 26, 2019 | Laura Ramos, Jim Nail

  Customer-obsessed thinking must expand rapidly beyond marketing to ensure that consistent and impactful customer experiences separate your company from the competition. Advanced CMOs will promote...

• Report Four Main Players Star In The Future Of Work

  The Multiplying Force Of Automation Can Make Them All Winners

  May 14, 2019 | James McQuivey, PhD, J. P. Gownder

  Politicians, pundits, and prognosticators have pounced on the topic of the future of work, pondering who will win and who will lose. Job losses will reach 29% by 2030, and the creation of...

• Report The 2020 Leader

  You Can't Give What You Don't Have

  April 24, 2019 | James McQuivey, PhD

  Achieving customer obsession makes your company better in every way, but customer obsession doesn't happen on its own. It requires leadership that puts the customer at the center of your...

• Report Build An Adaptable Organization Structure To Accelerate Digital Business

  Intermediate Level: Structure Practices For Digital Business

  April 5, 2019 | Jacob Morgan

  Digital leaders often ask Forrester, "What's the perfect organizational structure?" There isn't one. While any organizational choice is a tradeoff of efficiency, control, localization, and speed, a...

• Report The Model For Modern Marketing

  The Vision Report In The Marketing Innovation Playbook

  March 8, 2019 | Shar VanBoskirk

  Companies need CMOs and their marketing teams to help drive customer-obsessed strategies. But even though they regularly interact with customers, most marketing functions still prioritize internal...

• Report Embrace Next-Generation Digital Organization Structures

  Advanced Level: Structure Practices For Digital Business

  February 7, 2019 | Martin Gill, Jacob Morgan

  Digital innovators embrace new organizational structures. Cross-functional working is a given, but innovators go further, democratizing trust in the outside world in return for speed, inspiration,...

• Report Kick-Start Your Digital Organization Structure

  Beginner Level: Structure Practices For Digital Business

  February 6, 2019 | Jacob Morgan, Martin Gill

  A well-organized, empowered digital business team can make or break the early stages of digital transformation. Successful digital business leaders know that building a single, central digital team...