Amy Bills

To be customer obsessed, your business should be connected. And connected means more than just collaboration technology or a joint task force. Connected companies build and maintain operational cultures that facilitate collaboration as the norm. Use this report to understand why and how to become a connected organization. Log in to continue reading Client log in Welcome back. Log in to your account to continue reading this research.

When new customer advocacy programs are building a library of customer success stories, the selection process goes something like this: Successful customer? Check. Willing to share results? Check. Available in the right time frame? Check. Casting a wide net is the right call when building a foundation. But higher volume doesn’t necessarily improve buyer trust. Too many similar success stories lead to content waste.

All B2B companies tout their focus on customers. But not all reflect customer obsession in their priorities, actions, and metrics. Call it “lip service” or “all hat, no cattle.” Data from Forrester’s new State of Customer Retention, Growth, and Advocacy Survey, 2026, show customer marketers see the gap. Customer value: Many say it, not all show it At first glance, the 2026 survey responses show positive signs of customer focus among B2B postsale marketers.