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Posted by Ted Schadler on October 11, 2013
Serendipitously, IBM this week released its global study of 4,183 CxOs from around the world. The title? The Customer-activated Enterprise. The study carries irrefutable evidence that we already live in the age of the customer, which we define as "a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers." Here's my analysis of IBM's data:
At Forrester, we have been analyzing the role of customers in marketing (harnessng the Groundswell of social media), product development (co-creation), and employee productivity (Empowered employees, BYOD, and consumerization) for over 10 years. But in the age of the customer, we are all just getting started to even know that we need new business disciplines for customer-obsession and for business technology. At least we won't be bored. We will all learn to live in the interesting times of ever-rising customer expectations.
Figure 1 CEOs Rank Technology Factors First Among External Forces Shaping The Company
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