The State Of Customer Obsession In Financial Services, 2023

Forrester conducted our annual survey of business leaders to quantify the state of customer obsession in financial services and found that just 4% of financial providers qualify as customer obsessed. Most financial services firms fall into the customer-engaged segment (the middle tier of our five maturity levels) for customer obsession. That’s good, but not good enough to drive sustained growth for most firms. This report outlines strategies for financial providers at each level of maturity. Use it alongside the assessment to determine your current level, how you compare to other financial providers, and how to advance by modeling the behaviors of more advanced firms.