Trends Report

The State Of Customer Obsession, 2021

Learn From The Habits Of More Mature Companies

June 11th, 2021
With contributors:
Rick Parrish , Keith Johnston , Alex Sobchuk , Lexie Lawhon


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.

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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.