Customer-obsessed companies have the highest median three-year growth in sales. But only 13% of firms have achieved this level of customer obsession. Why? Because it's hard. It requires remaking your company, systematically, to reorient each element toward the customer. The good news is that, done right, five key imperatives — many of which are likely already underway in your organization — can set you on the path toward customer obsession. This report outlines the why and how of these top executive-level imperatives.