Vision Report

Value For Customers: The Essence Of Customer Obsession

Why And How To Create Value For Your Customers Along Four Dimensions

February 25th, 2022
With contributors:
Martin Gill , Rick Parrish , Shynise McElveen , Rachel Birrell


Customer-obsessed firms create value for their customers, knowing that business value will follow. Value for customers is a perception of what B2C or B2B customers get versus what they give up across four dimensions: economic, functional, experiential, and symbolic. This report explains the four dimensions of value for customers, points out common misunderstandings, and offers advice on how to create the right value for your customers.

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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.