Trends Report

Chart Your Course To Customer Obsession

November 1st, 2016
With contributors:
Sharyn Leaver , Gina Fleming , Rachel Birrell , Anna Berman


Customer obsession requires harnessing every employee, every customer data point, and every policy in the organization. Eventually, companies will have to assess and address six key operational levers — technology, structure, culture, talent, metrics, and processes — derived from the four principles of customer obsession: customer-led, insights-drive, fast, and connected. In this report, we reveal the results of a survey of 1,024 executives in three countries that helps companies identify how and when to increase customer obsession.

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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.