Data Overview Report

The State Of Customer Obsession In Financial Services, 2022

Learn From The Habits Of More Mature Companies

December 28th, 2022
Peter Wannemacher, Principal Analyst
Peter Wannemacher Principal Analyst
With contributors:
Rick Parrish , David Hoffman , Aaron Suiter , Jen Barton

Forrester surveyed business leaders to gauge the state of customer obsession in financial services. While most believe that their products, services, and customer experiences provide value to their customers, few companies qualify as customer obsessed. On average, financial services firms are in adequate (but not excellent) shape when it comes to customer obsession, making differentiation and growth difficult. This report outlines strategies for financial providers at each level of maturity: Customer-aware firms must start now; customer-engaged firms must strengthen collaboration; customer-committed firms must move faster; and firms that are already customer-obsessed should ensure their future fitness.

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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.