Forrester Research recently published a report authored by Kyle McNabb and Josh Bernoff and entitled, “The eBusiness Professional’s Blueprint for Strategy in the Age of the Customer” (September 2014). The premise of the report is how companies are redefining customer engagement and are putting customer obsession at the center of their corporate strategies. Forrester defines a customer-obsessed enterprise as one that “focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers.” One of the main drivers of this shift to customer-centricity is technology. Having once favored companies, technology now empowers customers who can learn all about your products, services, pricing and reputation with just a few clicks. Customers are now in the driver’s seat – they can buy anything instantly and have it delivered anywhere. And as Forrester points out, technology will be the important factor that enables organizations to create the company-wide transformation needed to meet the needs of today’s customer. While there are many ways to approach customer centricity, we do know one thing for certain: brands across all industries are obsessed with understanding and catering to their customers. From Chico’s to the Bank of Montreal to restaurants such In-N-Out and T.G.I. Friday’s, brands in every vertical are working hard to ensure customers are at the core of their corporate strategy. For brands looking to achieve customer-centricity, Forrester offers a four-part blueprint, which advises companies to:

1) transform the customer experience with a systematic, measurable approach;

2) accelerate your digital business future for greater agility and customer value;

3) embrace the mobile mind shift to serve customers in their moments of need; and

4) turn big data into business insights to continuously improve your efforts.

Forrester recognizes this is a tall order, which is why it will take the combined efforts of an organization’s most senior leaders. The firm advises these leaders to center on technologies that support the customer lifecycle, place a premium on software skills, and embrace modern approaches to application and solution delivery. According to the report, “Modern delivery approaches will be the de facto expectation when delivering customer-obsessed solutions.” Is your organization prepared for the “Age of the Customer”? To obtain a copy of Forrester’s recommended blueprint, download it from the Newgistics website.