Best Practice Report

The Relationship Between Customer Obsession And Customer Experience

May 19th, 2022
With contributors:
Keith Johnston , Bruna Venicio , Rachel Birrell


Customer obsession and customer experience are different, but related, concepts. Customer obsession is an approach to business that requires putting the customer at the center of leadership, strategy, and operations. In contrast, customer experience is customers’ perceptions of the quality of their interactions with an organization. Customer-obsessed organizations are able to provide better experiences — and better products and services — to customers.

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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.