Decision Tool

The Forrester Customer Obsession Risk Calculator

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


A clear business case makes it easier to justify spend on an enterprisewide transformation like customer obsession. With this in mind, we built a traditional ROI model — but with a twist. We calculated the losses that businesses will incur when they stop funding customer obsession and forecasted the gains expected from continued investment. Cutting funding for efforts critical to customer obsession can cost your business up to $862 million, depending on your customer and company type. Use this tool to calculate your company’s unique 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.