Best Practice Report

Educate And Encourage: Two Keys To Culture Transformation

Conduct Culture Work That Realizes Your Company’s Expression Of Customer Obsession

May 4th, 2021
With contributors:
Rick Parrish , Alex Sobchuk , Lewis Nottonson , Diane Lynch


Customer-obsessed cultures don’t happen accidentally. They form when employees behave in accordance with a company’s strategy and target expression of customer obsession. This report explains how to create and sustain a culture that supports customer obsession by educating employees on what it is and how to achieve it, encouraging the right behaviors through recognition and rewards, and giving everyone a role.

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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.