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.