Blog
The brands pulling ahead aren’t optimizing brand, customer, and employee experience in isolation — they’re aligning them into a system that drives measurable growth. Forrester’s 2026 global Total Experience Score and research show that when promise, delivery, and the people behind both move in sync, companies build strong, sustainable momentum.
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Even in today’s environment of rock-bottom consumer sentiment, there remains a clear opportunity to grow with a premium product, with a vast middle willing to pay a premium for something sufficiently differentiated to justify the privilege.
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Many organizations treat complaints as routine service issues — yet they often reveal something far more pernicious. Learn a more strategic and productive way for handling complaints at Forrester’s CX Summit EMEA on June 8–10.
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For many B2B leaders, volatility no longer feels like an interruption to “normal.” It is now the standard operating environment. Economic uncertainty, geopolitical shocks, AI-driven disruption, and shifting buyer behavior are colliding, exposing weaknesses in traditional go-to-market models and leadership assumptions. The good news? Volatility can benefit those who adapt faster, focus harder, and lead […]
What does customer obsession mean?
Customer obsession is an orientation in which an organization centers its strategy, leadership, and operations on the customer. It goes beyond customer focus or satisfaction and implies proactively anticipating wants and pain points. The goal is to foster loyalty, retention, and brand advocacy.
Why is customer obsession important today?
In a hyper-competitive market, differentiated product or service features are often easy to replicate. By being
customer-obsessed, companies build deeper emotional connections and insights that are harder for competitors to copy. This leads to better retention, stronger growth, and more resilient customer relationships.
How can companies build customer obsession into their culture?
They begin by aligning leadership around customer priorities, embedding customer metrics into every department,
and empowering teams to make customer-centric decisions. Listening channels — such as feedback loops, journey mapping, and customer interviews — help bring the voice of the customer into daily work. Continuous learning and
iteration ensure that the obsession evolves with changing needs.
What metrics should organizations track to measure customer obsession?
Measure outcomes that reflect customer experience and loyalty, such as Net Promoter Score, retention rate, or
customer lifetime value. Also monitor process metrics, such as resolution times, to see how effectively you act on
insights. These metrics together show whether the organization is actually delivering on its customer obsession
ambition.
How does Forrester support organizations in achieving customer obsession?
Forrester delivers research, frameworks, and advisory services grounded in customer insight and market evidence.
We help leaders identify gaps, prioritize actions, and benchmark progress. Organizations rely on Forrester to guide
their journey from customer focus to true customer obsession.
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AI represents a once-in-a-generation opportunity to redefine customer value and establish durable differentiation. Experimentation had its moment — what’s required now is committed leadership, sharper customer focus, and a clear sense of purpose.
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Cross-functional alignment has never been more important for B2B companies than it is right now. Get a preview of our ROI Honors winners and the alignment success stories they will share at B2B Summit in Phoenix.
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AI took center stage at Reltio DataDriven 2026, where global data and AI leaders aligned on one urgent priority: turning trusted, real-time, contextual data into scalable AI and measurable business impact. Reltio made a clear strategic bet: The next enterprise AI bottleneck isn’t model choice or orchestration but shared context — rebranding its platform around […]
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Amid quickly changing policy, the takeaway lesson for executive leaders is this: If you aren’t leveraging a robust scenario planning discipline, now is the time to get started in earnest.
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Have you ever found yourself at an international airport where the announcements are in an unfamiliar language and gate changes feel constant? Even when the announcement system works properly, communication can feel ineffective. What if that unfamiliarity appeared at your home airport? You’re in the right place but can’t make sense of the setting. Marketing […]
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The 2025 results of Forrester’s Government Trust Imperative Metric revealed that Australians are growing more cautious in how much confidence they place in their government as economic and geopolitical pressures intensify. This shift reflects a public reassessing not only what government delivers but how consistently and empathetically it responds to rising uncertainty.
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CMOs who prioritize alignment with product leaders more effectively drive growth initiatives and improve efficiency. Find out which best practices these CMOs consistently apply in this preview of a new report.
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Whether intentional or not, coercive and deceptive design frustrates customers and erodes trust in the brand. Instead, deliver a great customer experience, and sales (and ensuing trust and loyalty) will follow.
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Retailers: Jump into the 2025 holiday season with Forrester’s holiday planning insights and key takeaways in this blog.
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A new report, “Amplify Customer Voices To Support Buying Decisions,” helps organizations understand their customers’ influence on B2B buying decisions and provides guidance on nurturing knowledgeable customers to share their experiences with buyers.
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Brendan Witcher
September 18, 2025
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
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On the anniversary of Brian Niccol taking the reins, we look at the foundation he has laid for the future.
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Dane Anderson
July 29, 2025
AIA Group has won Forrester’s 2025 APAC Customer Obsession Award, recognized for putting customers at the heart of its strategy, operations, and leadership. The company stood out among strong contenders across the region.
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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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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.
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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.
