Best Practice Report

The Customer-Obsessed Leader, 2021

Lead People (Employees) To Obsess About People (Customers)

May 6th, 2021
With contributors:
Katy Tynan , Emily Stutzman , Rachel Birrell


A third of US workers believe their company demonstrates customer obsession in how it develops employees, takes responsibility for customer obsession, and gives workers the resources to meet customer needs consistently. Those firms do more for customers and employees alike: They foster more adaptive and creative cultures, and 90% of their employees are proud to work for them. Customer-obsessed leaders start by committing to EX initiatives and modeling customer obsession in five key ways in their actions. This report shows that while it feels like more work, committing to customer obsession engages workers to deliver greater customer value creatively and responsively.

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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.