Best Practice Report

The State Of Customer Obsession In Financial Services, 2023

March 29th, 2024
With contributors:
Rick Parrish , Shar VanBoskirk , David Hoffman , Ashley Villarreal , Jen Barton


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.

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This report is available for individual purchase ($1495).

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.