Best Practice Report

The Cost Of Not Being Customer Obsessed

Don’t Lose Millions By Scaling Back Customer Initiatives

 and  three contributors
Jun 08, 2023

Summary

Don’t stop spending to become more customer obsessed no matter how tight your budgets are. Forrester’s calculations show that cutting funding for efforts critical to customer obsession — like setting up a customer insights function, trialing emerging technology, building a voice-of-the-customer (VoC) program, and coaching teams — can cost up to $862 million depending on your customer and company type. Use this research to calculate the risk associated with defunding customer obsession.

Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
  • Stay ahead of changing market and customer dynamics with the latest insights.
  • Partner with expert analysts to make progress on your top initiatives.
  • Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).