Case Study

Case Study: Prudential’s People-Led CX Transformation

Properly Guided, Your People Can Lead You To Customer Obsession

November 27th, 2023
With contributors:
James McQuivey, PhD , Anna Synakh


Prudential Financial wanted to go beyond the all-too-common platitudes of customer obsession into standout performance in customer and client experiences. Just two years into the transformation, 92% of Prudential employees believe that the company is making progress toward industry-leading customer experiences (CX). Read this report to learn about the five pillars of Prudential’s people-led CX transformation, why they worked, and what you can do to spark customer-obsessed culture change within your organization.

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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.