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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CX Leaders: Optimize Spending And Boost Impact In Volatile Times
Budget planning this season may feel like a high-stakes expedition into uncharted territory. Learn how our 2026 Budget Planning Guide can help customer experience leaders deftly navigate this uncertain terrain.
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Parting Lessons From CX Summit North America To Help You Deliver The Total Experience
As another CX Summit North America draws to a close, it’s time to get to work. Use these takeaways to help you create your action plan for transforming the experiences you offer.
2026 CX Budgets: Spend Smarter, Lead Stronger
Join Forrester live on July 31 to plan your 2026 CX budget. Cut waste, boost AI readiness, and build a tech-savvy team that drives measurable impact.
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Step Up To Deliver The Total Experience
We’ve just wrapped up another successful CX Summit EMEA. Now it’s time to put those lessons to work — and deliver on your customers’ total experience.
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CIBC And AT&T’s John Miller Win Forrester’s North America 2025 Customer Obsession Awards
At this year’s CX Summit North America, Forrester will honor two exceptional leaders who have demonstrated a commitment to putting customers at the heart of their organizations. Learn about them and get four takeaway lessons from their achievements.
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Brenntag And e& Are Forrester’s 2025 Customer-Obsessed Enterprise Award Winners For EMEA
Our judging panel decided on two outstanding organizations for the honors this year. Learn about their different approaches to customer obsession, and join us at CX Summit EMEA to hear from them first-hand.
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Choose Your Fighter: Customer Advocacy Tech Options In A Shifting Market
How can you make your customer advocacy program more proactive, more transparent, and more motivating to customers? With technology. Higher-performing customer advocacy programs lean on technology to scale customer advocate sourcing, management, activation, and measurement.
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The Government Trust Imperative — Trust Drives Performance
While many government leaders understand the importance of trust, they often misunderstand what it is, what drives it, and what results from having earned it. That’s why Forrester developed the Government Trust Imperative Metric to measure trust at three levels of government — national/federal, provincial/state, and local/municipal.
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How Well Are You Protecting Existing Customer Revenue?
We’ve introduced expanded and upgraded versions of our customer engagement aligned approach and the foundational Forrester Customer Engagement Range Of Responsibilities Model to show you how to optimize the relationship between your company and your customers.
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Buying Networks Are Changing The Game For B2B Companies
AI and the growing role of buying influencers are rewriting the rules of engagement for marketers and sellers. Learn about today’s buying networks and how to begin adapting your strategies.
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Forrester’s Customer Obsession Awards: Why Winning This Award Matters
Showcase your customer obsession journey and achievements with Forrester’s 2025 awards. Apply now for the chance to gain global recognition and exclusive perks while elevating your brand.
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From Fixed Routes To Adaptive Navigation: Introducing Forrester’s Customer-Obsessed Mission Engine
Learn how a customer-obsessed mission engine can help public sector leaders achieve success by understanding their customers better and maximizing long-term value for them.
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Unlocking Go-To-Market Momentum Through Strategic Campaign Alignment
Learn how using an integrated campaign framework delivers greater efficiency and impact. And get a preview of how Workday used the Forrester Campaign Framework to improve and accelerate business outcomes.
New For 2026! 2026 CX Budget Planning Guide + Workbook
Stop guessing — start planning! Learn where to prioritize CX tech, partner smarter, use AI for scalable results, and prove ROI with actionable insights, benchmarks, and templates for 2026 success.
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Forrester’s 2025 Customer Obsession Awards: Share Your Story Of Creating The Total Experience
Our nomination period is open for our annual Customer Obsession Awards. Tell us how you centered your leadership, strategy, and operations on your customers — you may have the opportunity to share your story on stage at one of our CX Summits.
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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.
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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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