Focus your strategy, energy, and budget on processes that enhance customer engagement
Forrester believes that the only source of competitive advantage in the next decade will be customer obsession.
A customer-obsessed company focuses its strategy, energy, and budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers.
It’s no longer sufficient to be simply customer-centric or customer-focused.
To succeed, companies must become customer-obsessed....