Best Practice Report

Ignite Customer-Centric Thinking Companywide

July 26th, 2019
Jim Nail, null
Jim Nail
With contributors:
Brigitte Majewski , Shar VanBoskirk , Stephanie Liu , Melissa Parrish , Caitlin Wall , Christine Turley


Customer-obsessed thinking must expand rapidly beyond marketing to ensure that consistent and impactful customer experiences separate your company from the competition. Advanced CMOs will promote Agile methods to foster customer-centric thinking, facilitate more investigative customer interactions, and reward empathetic thinking when it happens. CMOs should read this report to learn how to spark customer-centric thinking across the enterprise.

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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.