The State Of Customer Obsession In B2B Organizations, 2022

Customer-obsessed B2B organizations outdo their less mature counterparts in almost every business metric that matters: They earn more revenue, see higher revenue retention, are better able to recruit talent, offer better products, and have more confidence in their brand. Forrester surveyed executives at B2B organizations to understand the state of customer obsession and to identify areas in which less mature organizations can make concrete changes. Take our customer obsession assessment to determine your level of maturity; then use our advice to guide improvements. In this report, we define five strategies that B2B organizations at every maturity level must use to improve customer obsession.