Empowered customers are disrupting every industry — changing the nature of the competitive landscape for the next two decades in what Forrester calls “The Age of the Customer”. With customer experience emerging as the new battleground in the fight for the customer, successful organizations have already begun transforming how they think, how they act and how they deliver cross-channel experiences to better serve and retain ever changing customers. Product development and functional differentiation have ceded their roles as the primary growth engines for companies across nearly all industries, forcing organizations to transform their customer experience in order to thrive in this new digital age. Forrester sees that, in order to win in this age of the customer, companies must embrace four mutually reinforcing market imperatives in order to make this shift to a customer-obsessed company.
Ryan Hart, Forrester Principal Analyst – Customer Experience (APAC)