Data Snapshot

Customer Obsession Boosts Brand And Product Performance

A Double Click Into Customer-Obsessed Companies In North America And Europe

March 1st, 2024
With contributors:
Rick Parrish , Michael Kearney , Emanuella Santos , Shayna Neuburg

Customer obsession’s benefits go beyond revenue, profit, and customer retention. Compared to all North American and European respondents, a greater percentage of customer-obsessed North American and European respondents said being more customer focused improved their products, brand awareness and reputation, and relationship with regulators. Customer-obsessed European respondents also said they saw better internal alignment and the ability to enter new markets, but only a few reported improved employee churn. Customer obsession doesn’t improve everything to the same extent. This data snapshot shows the myriad benefits of becoming more customer obsessed.

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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.