Understanding your current maturity will tell you where to start your journey to customer obsession; it will also compare you with more advanced examples, so you know what best practices to adopt. Customer-aware firms must adopt new habits. Customer-engaged ones should embed customer obsession in their company DNA. Customer-committed companies need to build customer goodwill. And if you are already at a customer-obsessed firm, don’t stop now: Become future fit. This report includes Forrester's 2021 assessment and examples. See also our most recent study of companies' customer obsession maturity.