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  • Customer-obsessed operating model
  • Customer Engagement
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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report Marketing Through An Experience Lens

    Executive Overview: The Experience-Led Marketing Playbook

    In marketers' quest to embrace customer-centricity, they've focused too much on what they can do and not enough on what they should do. It's time for marketers to embrace an experience-led approach...

  • Report The State Of Customer Obsession

    Learn From The Habits Of More Mature Companies
    June 11, 2021 | Shar VanBoskirk

    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....

  • Report The Intelligent Approach To Growth

    Customer Obsession Sustains Growth Strategies
    May 20, 2021 | Shar VanBoskirk, Sharyn Leaver

    Growth strategies that are customer led, insights driven, fast, and connected will be more sustainable than any short-term growth hacks. Forrester calls this pursuit of business expansion...

  • Report Research Overview: Emotion

    A Guide To Our Emotion-Related Research
    January 11, 2021 | Jim Nail, Sarah Dawson

    Emotion is the foundation of consumer decisions, but organizations often prioritize hard data over the challenge of understanding emotions. New scientific insights as well as new measuring tools...

  • Report Predictions 2020: The Customer In 2020

    Consumer Pressure To Put Idealistic Values Into Action Forces Brands To Evolve Their Purpose
    October 28, 2019 | James McQuivey, PhD, Anjali Lai

    CMOs have been racing to invent content and experiences that are novel, delightful, hyper-personalized, memorable (if not viral), and delivered at the perfect moment to consumers' ever-shrinking...

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