B2B companies that reach the highest level of customer obsession do so by consistently choosing to put the customer at the center of leadership, strategy, and operations. The emphasis is on “consistently” — customer obsession for these companies is an ongoing effort with potential for near- and longer-term wins in which the customer and the company reap the benefits. In this report, we show how companies stay focused on consistent behavior that speaks to customer obsession, connecting investments to outcomes, using the customer experience (CX) toolkit to its full extent, accepting change as a constant, leading with courage and humility, and avoiding silos.