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
Maxie Schmidt, VP, Principal Analyst
Maxie Schmidt VP, Principal Analyst
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Martin Gill , Rick Parrish , Shynise McElveen , Rachel Birrell

Summary

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.