Five years into the age of the customer and it’s clear that we’re just getting started. More technology is coming — Amazon Echo, anyone? — and that doesn’t even begin to touch on the stuff that will hit closer to 2020 and beyond: virtual reality, augmented reality, self-driving cars, and robot assistants.

I’m pleased to introduce my latest report: Leadership in the Age of the Customer. This project is the result of months of work to update our view of the age of the customer, a twenty-year business cycle in which power is shifting from businesses and institutions to end consumers. Technology, information, and connectivity, are combining to instill in people a belief that they can have what they want, when, where and how they want it.

The key to emerging triumphant through all of this will be customer obsession. Organizations that put the customer at the center of their process, policies, and practices, will successfully develop and deliver the experiences that hyperadoptive customers are ready to embrace. That will mean changing the operating model of the organization to be more customer obsessed.

It will also require that executives consciously lead the organization to customer obsession.

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via Forrester Blogs James McQuivey

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