Vision Report

Connected: A Foundational Principle Of Customer Obsession

Connected Companies Enable Customer Obsession With Intentional Structures And Collaboration

April 19th, 2023
With contributors:
Rick Parrish , Matthew Guarini , Ananya Suresh , Anna Synakh , Ian McPherson


Connected is one of the four hallmarks of customer obsession. Connected organizations go beyond mere collaboration and design governance, structure, and interactions that align and empower people to deliver shared outcomes for the customer. Today, many organizations inhibit connectedness by incentivizing the wrong behaviors and overwhelming employees with excessive governance and meetings to drive alignment. Use this report to understand how connected organizations intentionally align their people to deliver 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.