Trends Report

The State Of Customer Obsession, 2021

Learn From The Habits Of More Mature Companies

June 11th, 2021
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Rick Parrish , Keith Johnston , Alex Sobchuk , Lexie Lawhon

Summary

Understanding your current maturity will tell you where to start your journey to customer obsession; it will also compare you with more advanced examples, so you know what best practices to adopt. Customer-aware firms must adopt new habits. Customer-engaged ones should embed customer obsession in their company DNA. Customer-committed companies need to build customer goodwill. And if you are already at a customer-obsessed firm, don’t stop now: Become future fit. This report includes Forrester's 2021 assessment and examples. See also our most recent study of companies' customer obsession maturity.

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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.