Best Practice Report

The Cost Of Not Being Customer Obsessed

Don’t Lose Millions By Scaling Back Customer Initiatives

June 8th, 2023
With contributors:
Rick Parrish , Ananya Suresh , Shayna Neuburg


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.

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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.