Vision Report

The Customer-Obsessed Leader, 2023

Lead People (Employees) To Obsess About People (Customers)

June 12th, 2023
With contributors:
Rick Parrish , Camille Floyd , Christine Turley


Only a minority of company leaders demonstrate customer obsession in how they develop employees, take responsibility for customer obsession, and provide resources for workers to consistently meet customer needs. But those leaders do more for customers and employees alike. They foster adaptive and creative cultures, and more of their employees are proud to work for them. Customer-obsessed leaders start by committing to employee experience (EX) initiatives and exemplifying customer obsession in five key ways in their personal actions. Though it may look like more work, committing to customer obsession engages workers to deliver increasing value for customers.

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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.