Model Overview Report

Successful Symmetry: Use Metrics To Balance Value For The Customer And Business

A System Of Complementary Metrics Helps Optimize For Success And Spot Problems Early

August 2nd, 2021
Tina Moffett, null
Tina Moffett
Jim Nail, null
Jim Nail
With contributors:


Companies that pursue customer obsession don’t have a “magic” metric to support their strategies. Instead, they adopt a system of complementary metrics that track value behaviors and value outcomes. That system enables firms to balance the value for customers with the value of customers to the firm. It also lets firms optimize for long-term success and intervene early to avoid problems. This report shows how to embrace complementary metrics to drive customer obsession: Define the value your target customers seek, establish value behavior and value outcome metrics, and use the insights to balance value for and value of customers.

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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.