Firms that put the customer at the centre of their leadership, strategy, and operations will succeed while their competitors struggle, especially in uncertain economic times. But if customer obsession was easy, every firm would be doing it. It requires grit, commitment, and (above all) cross-functional alignment.

The hard work of customer obsession deserves recognition, which is why Forrester is introducing its Customer-Obsessed Enterprise Award. We’ve enjoyed reading through submissions from EMEA firms over the past couple of weeks. We were impressed by the submitting organisations’ dedication to focussing on customer needs and their ability to show the resulting demonstrable wins for customers, employees, and the business.

After some difficult decisions, we’ve winnowed the list down to four finalists for our Customer-Obsessed Enterprise Award — EMEA. The finalists are (in alphabetical order):


Commerzbank AG is a German universal bank. For over 150 years, Commerzbank has been by the side of consumers, helping them achieve their financial goals through all phases of life. Commerzbank is devoted to getting customers the advice and services they need to achieve financial well-being, no matter what time it is or what channel a customer prefers.

Majid Al Futtaim (MAF)

Based in Dubai, MAF operates shopping malls, hotels, retail stores, supermarkets, and more throughout the Middle East and North Africa. Customer experience (CX) has been embedded in its business since the very beginning: Its namesake founder stated, “My dream is to deliver great moments for everyone, every day.”


Primark is a UK-based fashion retailer with more than 400 stores worldwide. Each brick-and-mortar location serves as a hub connected to an innovative digital ecosystem that infuses all parts of the buying process with the three key drivers of CX: effectiveness, ease, and emotion.

Zurich Insurance

With customers in more than 200 countries and territories, Zurich Insurance has a tall order meeting so many needs and contexts. The leading multiline insurer maintains a laser focus on its customers, including anticipating future needs as climate resilience becomes an imperative.

The winner will be revealed in April and will join us on the main stage at CX EMEA, where they’ll share their story. It’s not something you’ll want to miss! Save your spot now for the CX EMEA hybrid event taking place 10–11 May in London and online. Learn more about the event and check out the agenda here.