customer obsession
Customer obsession means putting the customer at the center of your leadership, strategy, and operations. Discover how to infuse customer obsession into your organization with insights from Forrester.
Learn more about how customer obsession can benefit your firm in this complimentary podcast.
Insights
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Capitalize On A CRM Strategy That Leverages Top Emerging Technologies
Close to 70% of organizations plan to increase their CRM investments over the next year. Learn more about the the impact emerging technologies are having on CRM performance and adoption across three benefit horizons.
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The Automation Paradox Strikes Again: Lessons From Woolworths “Amazon Era” Productivity Play
Recent worker strikes at Woolworths’ distribution centers in Australia have reignited concerns over the use of AI-powered productivity systems in the workplace.
Watch Our B2C Marketing & CX Predictions Webinar Replay!
See what you missed! Watch our on-demand webinar to explore the impact of our 2025 predictions on your B2C marketing and CX strategy — from customer growth and privacy to loyalty and tech stacks.
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Customer Marketers: Be Ambitious But Not Careless
A whopping 86% of customer marketers say their team has too many competing priorities. Get three tips on how to prioritize without creating unnecessary friction with other functions.
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CX Isn’t A “Project”: Lessons from Forrester’s 2024 Customer Obsession Awards EMEA
Projects end, but placing customers at the center of your business' strategy, operations, and leadership requires continuous commitment. The winners of this year's Customer Obsession Awards for EMEA provide some valuable takeaways.
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Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy
An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]
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Learn How To Master Buying Mayhem At B2B Summit North America
B2B buying continues to evolve at warp speed — but marketers, sellers, and product professionals can take control. Learn what’s on tap for Forrester’s most experiential B2B Summit yet.
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Izola Turns One — And It’s Just Getting Started
We launched our genAI tool, Izola, one year ago today with the goal of helping clients accelerate progress on their top initiatives. To celebrate Izola’s birthday, we’re thrilled to share a few of the ways that our clients are deriving value.
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B2B Firms Win By Putting Customer-Obsession Vision Into Action
Forrester’s State Of Customer Obsession Survey, 2024, shows a common thread among B2B companies that reach the highest level of customer obsession: They commit to putting the vision into action and never stop.
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The Secret To High Growth: Cocreate A Customer-Obsessed Strategy
Customer-obsessed B2B companies achieve stronger revenue growth and profitability growth than their peers. So how do you achieve customer obsession? Break it down into actionable steps.
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The Future Of Banking: By 2030, Banking Will Be Invisible, Connected, Insights-Driven, And Purposeful
In the rapidly evolving financial landscape, banks are facing challenges that require them to adapt and innovate. But amidst all these changes, the importance of trust remains constant. Trust is the foundation upon which successful banking relationships are built, and it will continue to be a crucial factor in shaping the future of the industry. […]
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Reshaping Banking In The Age Of AI: Embracing Trust, Innovation, And Customer Obsession
Once again, the banking industry is on the cusp of transformative changes. AI and generative AI (genAI) technologies have the potential to enhance customer relationships, deliver personalized digital experiences, augment customer service, and combat fraud. But they also have the potential to shift the mindset of banking from a product-centric to a relationship-centric approach and […]
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Look Around: You’re Missing A Big Benefit Of Customer Obsession
When successful customers share their experience with your company, they support your brand, reach, and reputation. To ensure that those successful customers are ready, willing, and able to provide references and success stories to support your brand, invest in strategic customer advocacy.
Revive Your CX Outcomes With Strategic 2025 Budget Planning
Watch our 2025 budget planning webinar to learn where to prioritize your budget allocations to reverse CX declines and bolster core competencies.
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Fairy-Tale Data: The Comforting Fiction That Undercuts Your CX Efforts
Chances are that your organization is lying to itself about the quality of the customer experience (CX) it provides. It's time to stop paying heed to data that enables this.
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Leverage Synergy To Stretch Your 2025 B2B Marketing Budget
Today, Forrester released our 2025 Budget Planning Guides. It’s always an exciting time when we gather survey data and insights from our client conversations to produce a set of collective recommendations that B2B marketing executives should consider for the year ahead. Read below for this year’s key planning guide highlights. Benchmark your current spending While […]
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Customer Experience Leaders Are In Dire Straits — Invest To Overhaul Core CX Competencies
Getting customer experience back on track will require doubling down on what matters most to customers. Explore a few of our recommendations for 2025.
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Not-So-Open Skies: Southwest Makes Historic Change
As Southwest navigates financial turbulence, there are lessons from companies on aligning brand experience with business realities.
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Can Your Customer Success Strategy Withstand The Heat?
Summer is officially here — and we know this not simply because the calendar says so but also because the scorching temperatures outside are testing every thermometer’s limits (and ours, too). The intense heat forces us to adapt our plans and navigate unpredictable summer storms, leaving us pivoting quickly to find alternative activities. Solving our […]
Get More From Your 2025 B2B Marketing Budget
Synergy and collaboration will be key to making marketing investments go further. Download our 2025 B2B marketing Planning Guide to learn more.
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Every Revenue Process Transformation Will Be Unique — Just Get Started
A revenue process transformation isn’t a project or single workshop initiative. It’s an ongoing, collaborative effort that requires organizations to meet their buyers at every stage of their journey. Learn what it takes to get started.
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That’s A Wrap For CX Summit North America: Now, The Hard Work Begins
CX Summit North America left us with much to think about — and much to put into motion at our organizations. Here are a few parting thoughts from Nashville.
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It’s Time For A Revenue Process Transformation
Buyers are in control of the revenue process — and B2B marketing, sales, and customer success teams need to align their approaches with that reality. Discover the Forrester Opportunity Lifecycle and how it can drive durable, long-term revenue growth.
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