Trends Report

The State Of Customer Obsession In B2B, 2024

High Performers Treat Customer Obsession As An Ongoing Quest, Not A Quick Win

October 4th, 2024
With contributors:

Summary

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.

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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.