Vision Report

Operating A Customer-Obsessed Enterprise

Know What To Pivot At Your Firm

May 26th, 2021
Rick Parrish, Vice President, Research Director
Rick Parrish Vice President, Research Director
With contributors:
Keith Johnston , Shar VanBoskirk , Alex Sobchuk , Emily Stutzman

Summary

To operate in customer-obsessed ways, leaders must align six interrelated, enterprisewide levers of operations to their strategies for customer obsession: culture, structure, people, process, technology, and metrics. There’s no simple formula for operating in a customer-obsessed way, as companies with dissimilar strategies must express customer obsession in their operations differently. This report shows how you can start transforming your operations to boost customer obsession by assessing how well each operational lever contributes to your strategy for customer obsession and prioritizing changes that offer high-value quick wins.

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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.