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.