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.