Business leaders who measure how their consumers map to Forrester’s Empowered Customer Segmentation and evolve along these critical dimensions will understand and anticipate customer demands for new services and experiences. Armed with that information, business leaders can prioritize their investments in digital innovation, pinpoint the customers most likely to reward innovation with new revenue, and identify which consumers threaten to churn.
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WHY IT MATTERS: EMPOWERED is a book from Forrester which build on the idea that customer segments are important to design and operate a successful digital transformation.