Since 2010, you've heard Forrester beating our customer obsessed drum. It is our idea that in The Age of the Customer, your relationship with your customers are your primary competitive differentiator. We've written a lot about how to put the customer at the center of your total operating model. But a total customer-obsessed transformation can be daunting because of the completeness it requires. So many companies we talk to get overwhelmed at the idea of having to change every single part of their business, so they do nothing instead. How could we offer a wedge into the customer obsessed transformation? Could companies start toward customer obsession more easily if they understood where they are starting from?
We believed yes. So we created The Customer Obsession Assessment, a large quantitiative survey, which included myriad statements related to customer service, customer experience, customer relationships, supporting technologies and sent it out to just over 1000 global executives. Then we applied factor analysis and regression analysis to determine which statements most closely correlated with customer obsession. From this effort we created: 1) An assessment that companies could take to determine their customer obsession maturity; 2) A segmentation of the execs who took our study so that we could identify best practices and pitfalls common at each stage in maturity.
A few findings from the research:
*Most companies are still immature. Overall, our sample distributed into a bell curve, with 62% landing in the bottom least mature segments.Read more