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For CMO Professionals

Chart Your Course To Customer Obsession

November 1, 2016

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Why Read This Report

Customer obsession requires harnessing every employee, every customer data point, and every policy in the organization. Eventually, companies will have to assess and address six key operational levers — technology, structure, culture, talent, metrics, and processes — derived from the four principles of customer obsession: customer-led, insights-drive, fast, and connected. In this report, we reveal the results of a survey of 1,024 executives in three countries that helps companies identify how and when to increase customer obsession.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Firms Have Slowly Concluded That The Customer Is Really In Charge
  • How To Know When To Make The Total Shift To Customer Obsession
  • Recommendations

  • Make Your Choices: Chart Your Course To Customer Obsession Now
  • Supplemental Material
  • Related Research Documents

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