Best Practice Report

Seven Steps To Kick Off A Customer-Obsessed Insights Program

December 17th, 2019
Srividya Sridharan, VP, Group Director
Srividya Sridharan VP, Group Director
With contributors:
Mary Pilecki , Tina Moffett , Caroline Robertson , Elizabeth Hoberman , Madison Bakalar

Summary

There’s only one way to win in the age of the customer, and that’s by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become customer led, fast, connected, and insights driven. Insights mastery is inextricably linked to customer obsession because insights-driven firms win, serve, and retain customers better than their competition. This report describes how CMOs can establish and leverage an insights program to power marketing insights.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.