What Dynamics Will Shape The Future In The Age Of The Customer?

Against the backdrop of political commotion, Brexit, cyberskirmishes, and a muted economic recovery, the grinding gears of the market are moving forward, and the consequences of a customer-led, digital-centric market are becoming clearer.

Against the backdrop of political commotion, Brexit, cyberskirmishes, and a muted economic recovery, the grinding gears of the market are moving forward, and the consequences of a customer-led, digital-centric market are becoming clearer.

Virtually all competitive markets are on the move: Banks try to innovate before digital banks become formidable competitors; big-brand retailers confront the digital threat with store closings and amped-up omnichannel and mobile efforts; manufacturers get serious about their digital business; relationship-driven investment firms try to adapt to the encroachment of tech titans; and utility companies—yes, utility companies—launch customer experience (CX) initiatives to influence consumption habits and change their operations.

The customer is the fundamental driver of these changes. Adventurous, experimental, and downright fickle behavior—once thought of as “Millennials being Millennials”—has gone mainstream.

In this report, we reveal the big business and leadership, CX, and technology changes we expect in 2017. Also examined: the CMO evolution.

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