The quest for customer obsession is arduous, littered with obstacles that impede progress. Maturing the customer experience (CX) and improving business agility are the primary drivers for business operating model transformations focused on delivering on that goal. Those firms that have obtained the highest levels of customer obsession have done so by adopting a well-defined, high-performing IT operating model. This report shows how success comes when this model balances enterprisewide capabilities — targeting accelerated innovation and efficiency — against local business units’ capabilities that are focused on market differentiation.