Trends Report

The State Of Customer Obsession, 2023

October 2nd, 2023
With contributors:
Rick Parrish , Rebecca Rose , Ananya Suresh , Shayna Neuburg


Companies must diagnose their level of customer obsession maturity for customer obsession to drive growth and not just be a catchphrase that they toss around to feel better about their old inside-out strategies. This report benchmarks global enterprises by their customer obsession maturity using a 20-statement assessment. Read it and take the assessment to determine your current level and how to advance by modeling the behaviors of more advanced firms.

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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.