customer obsession
Customer obsession means putting the customer at the center of your leadership, strategy, and operations. Discover how to infuse customer obsession into your organization with insights from Forrester.
Learn more about how customer obsession can benefit your firm in this complimentary podcast.
Insights
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How Well Are You Protecting Existing Customer Revenue?
We’ve introduced expanded and upgraded versions of our customer engagement aligned approach and the foundational Forrester Customer Engagement Range Of Responsibilities Model to show you how to optimize the relationship between your company and your customers.
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Buying Networks Are Changing The Game For B2B Companies
AI and the growing role of buying influencers are rewriting the rules of engagement for marketers and sellers. Learn about today’s buying networks and how to begin adapting your strategies.
Turn Uncertainty Into Opportunity
Market volatility isn’t a roadblock — it’s your launchpad. With Forrester’s expert resources, you can optimize costs, lead with confidence, and turn challenges into growth.
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Forrester’s Customer Obsession Awards: Why Winning This Award Matters
Showcase your customer obsession journey and achievements with Forrester’s 2025 awards. Apply now for the chance to gain global recognition and exclusive perks while elevating your brand.
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From Fixed Routes To Adaptive Navigation: Introducing Forrester’s Customer-Obsessed Mission Engine
Learn how a customer-obsessed mission engine can help public sector leaders achieve success by understanding their customers better and maximizing long-term value for them.
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Unlocking Go-To-Market Momentum Through Strategic Campaign Alignment
Learn how using an integrated campaign framework delivers greater efficiency and impact. And get a preview of how Workday used the Forrester Campaign Framework to improve and accelerate business outcomes.
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Forrester’s 2025 Customer Obsession Awards: Share Your Story Of Creating The Total Experience
Our nomination period is open for our annual Customer Obsession Awards. Tell us how you centered your leadership, strategy, and operations on your customers — you may have the opportunity to share your story on stage at one of our CX Summits.
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Capitalize On A CRM Strategy That Leverages Top Emerging Technologies
Close to 70% of organizations plan to increase their CRM investments over the next year. Learn more about the the impact emerging technologies are having on CRM performance and adoption across three benefit horizons.
Prove CX ROI And Gain Executive Buy-In
Struggling to make execs see the value of CX? Download our guide and ROI calculator to craft a winning business case and secure funding for your CX initiatives.
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The Automation Paradox Strikes Again: Lessons From Woolworths “Amazon Era” Productivity Play
Recent worker strikes at Woolworths’ distribution centers in Australia have reignited concerns over the use of AI-powered productivity systems in the workplace.
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Customer Marketers: Be Ambitious But Not Careless
A whopping 86% of customer marketers say their team has too many competing priorities. Get three tips on how to prioritize without creating unnecessary friction with other functions.
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CX Isn’t A “Project”: Lessons from Forrester’s 2024 Customer Obsession Awards EMEA
Projects end, but placing customers at the center of your business' strategy, operations, and leadership requires continuous commitment. The winners of this year's Customer Obsession Awards for EMEA provide some valuable takeaways.
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Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy
An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]
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Learn How To Master Buying Mayhem At B2B Summit North America
B2B buying continues to evolve at warp speed — but marketers, sellers, and product professionals can take control. Learn what’s on tap for Forrester’s most experiential B2B Summit yet.
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Izola Turns One — And It’s Just Getting Started
We launched our genAI tool, Izola, one year ago today with the goal of helping clients accelerate progress on their top initiatives. To celebrate Izola’s birthday, we’re thrilled to share a few of the ways that our clients are deriving value.
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B2B Firms Win By Putting Customer-Obsession Vision Into Action
Forrester’s State Of Customer Obsession Survey, 2024, shows a common thread among B2B companies that reach the highest level of customer obsession: They commit to putting the vision into action and never stop.
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The Secret To High Growth: Cocreate A Customer-Obsessed Strategy
Customer-obsessed B2B companies achieve stronger revenue growth and profitability growth than their peers. So how do you achieve customer obsession? Break it down into actionable steps.
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The Future Of Banking: By 2030, Banking Will Be Invisible, Connected, Insights-Driven, And Purposeful
In the rapidly evolving financial landscape, banks are facing challenges that require them to adapt and innovate. But amidst all these changes, the importance of trust remains constant. Trust is the foundation upon which successful banking relationships are built, and it will continue to be a crucial factor in shaping the future of the industry. […]
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Reshaping Banking In The Age Of AI: Embracing Trust, Innovation, And Customer Obsession
Once again, the banking industry is on the cusp of transformative changes. AI and generative AI (genAI) technologies have the potential to enhance customer relationships, deliver personalized digital experiences, augment customer service, and combat fraud. But they also have the potential to shift the mindset of banking from a product-centric to a relationship-centric approach and […]
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Look Around: You’re Missing A Big Benefit Of Customer Obsession
When successful customers share their experience with your company, they support your brand, reach, and reputation. To ensure that those successful customers are ready, willing, and able to provide references and success stories to support your brand, invest in strategic customer advocacy.
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Fairy-Tale Data: The Comforting Fiction That Undercuts Your CX Efforts
Chances are that your organization is lying to itself about the quality of the customer experience (CX) it provides. It's time to stop paying heed to data that enables this.
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Leverage Synergy To Stretch Your 2025 B2B Marketing Budget
Today, Forrester released our 2025 Budget Planning Guides. It’s always an exciting time when we gather survey data and insights from our client conversations to produce a set of collective recommendations that B2B marketing executives should consider for the year ahead. Read below for this year’s key planning guide highlights. Benchmark your current spending While […]
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