Vision Report

The B2C Customer-Obsessed Growth Engine

Align Marketing, CX, And Digital To Create Value For Consumers — And Revenue For You

February 9th, 2023
Julie Ask, null
Julie Ask
With contributors:
Fiona Swerdlow , Melissa Parrish , Gabrielle Raymond , Ian McPherson


To thrive in the future, your company needs a customer-obsessed growth engine. In recent years, you conditioned your customers to expect more from you, so you need to speed up your pace of digital innovation. How? Start by aligning digital, marketing, and CX to power your growth engine — then add tech and insights to turbo-charge it. Change will be hard: think the collapse of the customer lifecycle, rising customer acquisition costs, and switching to intuitive — not intrusive — marketing. This report shows how, when done right, your turbo-charged growth engine will let you offer more value to customers, increasing profitability, brand equity, and trust.

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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.