Episode 10  |  40:16 min  |  05.21.2021

How to Build a Customer Obsessed Strategy with Shar VanBoskirk, Forrester

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This is a podcast episode titled, How to Build a Customer Obsessed Strategy with Shar VanBoskirk, Forrester. The summary for this episode is: <p>There are brands that customers obsess over. There are no substitutions, no replacements, and the hype is real.</p><p><br></p><p>How do you begin to explain it? What makes a brand worth of customer devotion? In this Signals session, you’ll hear from Forrester Principal Analyst and customer obsession expert Shar VanBoskirk, who explores the meaning of customer obsession, why it’s a good idea, and how to think about it. You’ll also learn the mechanics of putting it into practice — and how data and the value exchange are essential to the strategy. Take a journey with us down the path to customer obsession.</p>
Takeaway 1 | 02:06 MIN
Businesses like Purple, King Arthur, and more pivoted quickly during the pandemic
Takeaway 2 | 01:11 MIN
How Forrester defines "customer obsession"
Takeaway 3 | 02:32 MIN
How Draper James failed at being customer obsessed
Takeaway 4 | 02:51 MIN
4 characteristics of a customer-obsessed company
Takeaway 5 | 00:26 MIN
How customer obsession actually drives loyalty
Takeaway 6 | 01:22 MIN
Why companies fail at being customer obsessed
Takeaway 7 | 04:59 MIN
Step 1 of customer obsession: find your expression of customer obsession
Takeaway 8 | 01:15 MIN
Step 2 of customer obsession: figure out what customer obsession is worth
Takeaway 9 | 01:29 MIN
Step 3 of customer obsession: align customer obsession with your firm goals
Takeaway 10 | 01:04 MIN
An exercise in manifestation of customer obsession
Takeaway 11 | 01:27 MIN
How email plays an essential role in customer obsession
Takeaway 12 | 01:07 MIN
The customer touchpoints that are now more important than ever
Takeaway 13 | 01:18 MIN
How marketers can use data to show empathy
Takeaway 14 | 01:33 MIN
How data and technology can help with a fast, but not perfect approach
Takeaway 15 | 03:05 MIN
How to break down silos when it comes to customer obsession
Takeaway 16 | 02:38 MIN
Where should priorities lie in customer obsession

There are brands that customers obsess over. There are no substitutions, no replacements, and the hype is real.


How do you begin to explain it? What makes a brand worth of customer devotion? In this Signals session, you’ll hear from Forrester Principal Analyst and customer obsession expert Shar VanBoskirk, who explores the meaning of customer obsession, why it’s a good idea, and how to think about it. You’ll also learn the mechanics of putting it into practice — and how data and the value exchange are essential to the strategy. Take a journey with us down the path to customer obsession.

Guest Thumbnail
Shar VanBoskirk
VP & Principal Analyst, Forrester
Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession.
Shar VanBoskirk - Forrester

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