Trends Report

Reframe Your Aspirations For Customer Obsession

Get Out In Front Of Disruption, Competition, Customers, And Yourself

September 15th, 2022
With contributors:
Martin Gill , Stephanie Balaouras , Rick Parrish , Victoria Manes , Rachel Birrell


The customer experience (CX) profession is reaching a tipping point. The future of CX teams and leaders can either be about maintaining the status quo, such as tracking and reporting sentiment and results, or it can be about becoming a driving force for business transformation by embedding customer obsession deep into the organization’s culture, strategy, and operations. CX leaders must reevaluate their teams’ and their own ambitions for the years to come. This report shares the five most important lessons we learned from CX EMEA Forum 2022 to help CX leaders reframe their aspirations and implement, drive, scale, and measure customer obsession.

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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.