Three years ago Forrester predicted the “age of the consumer”, an era when power falls away from companies and their brands and into the hands of a newly sophisticated, tech-enabled consumer. Today’s business models have more to fear from dissatisfied consumers than from competitors in their own industries, warns Cliff Condon, chief research and product officer at Forrester in his contribution to Forrester’s 2017 predictions. According to research conducted by the company, a third of online adults not only want to find new and engaging experiences, they’re willing to change brands to find them. A brand’s best strategy is customer obsession. In fact, Forrester predicts that this will equate to a clear link between customer experience and revenue growth.
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