Trends Report

The State Of Customer Obsession In Retail, 2021

Learn From The Habits Of More Mature Companies

November 16th, 2021
With contributors:
Rick Parrish , Cole Walsh , Shynise McElveen


Forrester surveyed 999 executives, of which 119 are at retail companies, to understand the state of customer obsession across industries and to determine how companies can improve. We found that retail companies are largely on par with the average for all companies in their degree of customer obsession. We also uncovered key strategies for retailers at each level of maturity. Customer-aware firms should adopt new habits, customer-engaged ones should embed customer obsession into their DNA, customer-committed ones should build customer goodwill, and retailers that are already customer obsessed should ensure their future fitness. This report outlines the 2021 findings.

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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.