Top Takeaways: ·        Many companies think that they are customer-obsessed while unaware of the customer-focused gaps within their organization. These gaps can be felt by the customers through their digital channels, interactions with people, and a variety of things in their organization. ·        Gaps in being a customer-obsessed organization happen when companies do not deliver their brand promise. ·        The brand promise falls into three categories: 1. ‘Unlike the others’ - Being different, quirky, or unusual. 2. ‘At your service’ - Differentiating the experience through amazing customer service. 3. ‘On your side, by your side’ - Being the customer's advocate. ·        A customer-obsessed organization listens to their clients and takes actions based on the information that they receive. ·        In 2017, it would have taken 17 interactions with a brand to close a typical B2B transaction. Now, it takes 27 with 4 or more people involved before customers can make a buying decision. ·        Throughout the pandemic, the racial tensions that we are in, and the environmental issues that we are facing, customers are taking a closer look at the brands that they want to trust and do business with. ·        What happens inside an organization is felt on the outside by the customers. ·        Many companies underestimate the importance of how employees feel about how service is delivered to their customers. ·        Alignment in business is knowing who your customer is, how you want them to feel, and shaping your product around customer obsession. ·        Aligned organizations have 19% faster growth and 15% higher profitability. Quote:  "Lead with the customer first. Keep the customer in mind with every decision that your company makes."  About: Shirley Macbeth is the Chief Marketing Officer at Forrester. Macbeth has 25+ years of experience as a marketing executive with a proven track record in increasing revenues and building brand awareness for global B2B companies. Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio. Learn more about your ad choices. Visit megaphone.fm/adchoices