For decades, companies have been paying lip service to the idea of delighting customers, but at the same time, they've been disappointing them in nearly every channel. That tactic won't cut it anymore. Why not? We've entered a new era that Forrester calls the age of the customer — a time when focus on the customer matters more than any other strategic imperative.
Recent market shifts have forced companies to compete not just on product features but on the quality of customer interactions. But organizations overwhelmingly fail to see the whole picture — how the back office, trusted business partners, incentive programs, and entrenched business processes undermine the desire to improve that customer experience.
At this Event, we'll confront a new imperative: creating and nurturing a system of interdependent, self-reinforcing practices that align internal employees and external partners — and the processes, policies, and technology that enable them to do their jobs — around customers. This is not just the same old "focus on the customer" message. It requires a new way to manage companies, looking deep into every process and incentive to see whether it supports the overall goal: to deliver a great customer experience.