All business leaders agree that, without customers, there is no business. But agreement alone isn’t enough. Operationalizing customer obsession — shifting mindsets, pivoting work tasks, recalibrating performance, and finding funding — is a massive undertaking.
Let’s be clear: Customer obsession doesn’t replace sound business fundamentals such as functional products, accessible channels, or a way to make money. But putting the customer at the center of your leadership, strategy, and operations enables your company to sense and respond to dynamic market conditions, powering long-term growth, especially in a shaky economic environment.
Achieving customer obsession requires alignment, relentless determination, and a keen eye for customer understanding. This year, Forrester launched its inaugural Customer Obsession Awards to honor enterprises and leaders that achieved customer obsession. We’re elated to announce the first-ever winners:
Customer-Obsessed Enterprise, APAC — Dialog Axiata PLC
Dialog Axiata PLC has cornered more than half of Sri Lanka’s mobile market, and for good reason. The company constantly invests in products and services that will improve its customer experience — including becoming the first company to introduce a 5G network in Sri Lanka.
Customer-Obsessed Enterprise, EMEA — Majid Al Futtaim (MAF)
Dubai has become world-renowned for its leisure and recreation opportunities, a reputation due in no small part to MAF’s innovative shopping malls, hotels, supermarkets, and more. MAF operates signature properties across the Middle East and North Africa, including the famous indoor ski park, Ski Dubai.
Customer-Obsessed Enterprise, North America — Best Buy
Once on the brink of bankruptcy, Best Buy has achieved a stunning turnaround thanks to its customer-obsessed strategy. From the executive team on down, Best Buy demonstrates best-in-class alignment, which is the “secret sauce” that turns customer obsession from good idea to executed strategy.
Customer-Obsessed Leadership Awards, North America
We awarded three leadership awards this year. All three winners impressed us with how they inspired and empowered their organization to infuse customer obsession into every aspect of the business. The winners are:
- Elizabeth Killinger, EVP, NRG, and president, NRG Home and Reliant, at NRG Energy.
- Aarthi Murali, chief customer experience officer at M&T Bank.
- Amy Summy, executive vice president, chief marketing officer, and consumer lead at Labcorp.
We’re inspired by the customer obsession journeys of these enterprises and leaders, as well as those of everyone who submitted their stories. Many of the winners and nominees will join us at our CX Forums to share insights into their winning strategies. Join us at CX EMEA May 10–11, CX APAC May 25–26, or CX North America June 13–15.
