Best Practice Report

Customer-Led: A Foundational Principle Of Customer Obsession

October 14th, 2022
With contributors:
Rick Parrish , James DeNeill , Bruna Venicio , Christine Turley


Becoming customer-led is a pivotal step in an enterprise’s journey to customer obsession. Companies that are customer-led boast higher revenue growth, increased employee engagement, and greater customer retention. Too many companies today are overly optimistic in thinking they are customer-led, and they face leadership, strategic, and operational barriers to embracing customer needs as a primary driver of business decisions. Use this report to understand the anatomy of a customer-led organization and kickstart your efforts to become one.

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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.