Why Customer-Centric Leaders Are Set to Dominate 2025—and How to Invest Now

The business world is undergoing a seismic shift. Companies that prioritize customer obsession aren't just surviving—they're thriving. Forrester's 2025 Customer Obsession Awards, now in their fifth year, have identified a select group of enterprises and leaders who are redefining growth by embedding customer needs into every facet of their operations. For investors, these winners represent a golden opportunity to capitalize on a trend that's not just a fad but a fundamental shift in how businesses must operate to succeed. Here's why you should act now.

The Power of Customer-Centricity, Quantified

Forrester's research reveals a stark divide between companies that prioritize customers and those that don't. Winners of the 2025 awards are achieving 41% faster revenue growth, 49% faster profit growth, and 51% better customer retention than their peers. These metrics aren't just about satisfaction scores—they're about sustainable, scalable growth. The Customer-Obsessed Enterprise Award and Customer-Obsessed Leadership Award winners are the pioneers of this movement, and their strategies offer a blueprint for future success.

Spotlight on the Winners: Companies to Watch Now

1. CIBC (CM.TO): Banking on Client-Centric Culture

As a North American Customer-Obsessed Enterprise winner, CIBC has woven customer experience (CX) into its DNA. The bank's leadership, including Stephen Forbes, has built a culture where client satisfaction, employee engagement, and business performance are interdependent.

Investors have already taken notice. CIBC's stock has outperformed the S&P/TSX Composite Index by 18% over the past three years, driven by its ability to convert customer trust into market share.

2. Brenntag (BN.US): Globalizing B2B Customer Obsession

The chemical distribution giant Brenntag, named a EMEA Customer-Obsessed Enterprise, has trained over 500 employees as CX ambassadors and created a “war room” to tackle systemic pain points. Malc Magee's leadership has transformed Brenntag into a B2B leader that prioritizes personalized service.

Brenntag's revenue has grown by 22% annually since 2020, far outpacing industry peers. This is a company betting—and winning—with customer-centricity.

3. e& (DUAE): A Digital Transformation Paying Off

The UAE-based technology group e& (formerly Du) secured the EMEA Customer-Obsessed Enterprise award for its “Customer Hour” sessions and leadership empathy programs. Chris Lipman's team has turned active listening into a competitive advantage, boosting customer satisfaction and revenue.

e&'s stock has surged 35% since 2023, while its customer retention rate hit 92%—a figure that speaks to its success in building long-term relationships.

4. John Miller (AT&T, T): Leadership That Drives Emotional Connections

John Miller, North America's Customer-Obsessed Leader, has transformed AT&T's consumer division by fostering empathy-driven decision-making. His focus on aligning employee engagement with customer needs has boosted brand trust and service excellence.

AT&T's stock has outperformed its telecom peers by 15% year-to-date, reflecting investor confidence in Miller's customer-focused strategy.

Why This Matters for Investors

The Forrester awards aren't just accolades—they're a roadmap for where capital should flow. Here's why these companies are primed for growth:
- Scalable Models: Customer-obsessed companies aren't just reactive; they're proactive, using data to anticipate needs and build loyalty.
- Resilience in Turbulent Markets: In a volatile economy, companies with high retention and strong brand equity (like these winners) weather downturns better.
- Talent Magnetism: Employees want to work for companies that care about customers—and these firms are attracting top talent.

The Call to Action: Invest Now—Before the Crowd

The data is clear, but the window to capitalize is narrowing. These companies are already outperforming peers, and their strategies are becoming table stakes for survival. Here's how to act:

1. Add CIBC (CM.TO) to Your Portfolio: Its banking dominance and CX-driven culture make it a stable growth play.
2. Buy Brenntag (BN.US) on Dips: Its global B2B reach and operational excellence offer asymmetric upside.
3. Go Long on e& (DUAE): Its digital transformation and MENA leadership position it for exponential growth.
4. Double Down on AT&T (T): Miller's leadership is turning the tide for this telecom giant.

Final Note: The Future Belongs to the Customer-Obsessed

Forrester's 2025 winners aren't just leading today—they're setting the standard for tomorrow. With metrics proving that customer-centricity drives 41% faster revenue growth, investors ignoring this trend are leaving money on the table. Act now, and position yourself to profit from the rise of the customer-obsessed economy.

Invest wisely—and urgently.