Trends Report

The State Of Customer Obsession In B2B, 2023

High Performers Ensure That Structure And Culture Support Customer Focus

September 25th, 2023
With contributors:
Rick Parrish , Dave Frankland , Rebecca Rose , Ananya Suresh , Shayna Neuburg


Customer-obsessed B2B companies outperform non-customer-obsessed ones in revenue growth, profit, retention, and employee engagement. It’s no wonder that B2B leaders view customer obsession as an ideal state. But the desire to be customer obsessed does not equate automatically to success. In this report, we demonstrate how companies with a strong customer focus set themselves apart from the less mature pack through deliberate decisions on goal alignment, resource allocation, innovation, and attention to the employee and intermediary experience.

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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.