If you’ve been reading analyst reports lately, you may have noticed that the discussion around business transformation is becoming more urgent. For example, we used to talk about “customer-focused” organizations, which gave way to those that are “customer-centric,” and today, we’re talking about companies that are “customer obsessed.”
What’s next? Customer stalkers?
Forrester has long championed this decade as “the age of the customer” and it’s doubling down with digital business automation as a solution to realize customer obsession in a good way.