In a world overloaded with noise from competitor campaigns and industry hype, it’s easy for brands to get distracted by chasing the next shiny thing. But what if the real game changer isn’t out there in the market? What if it’s quietly waiting in plain sight—in your customers?

The truth is, when customers buy products, they place trust in that brand. Winning that trust is more than a marketing stunt or a flashy campaign. It’s a relentless, unapologetic obsession with understanding who the customers are, what they truly need, and how to earn their loyalty every single day. This is the only strategy proven to build lasting growth and relevance.

At AT&T, we’ve learned that customer obsession is the North Star guiding every decision, every innovation, every interaction. This commitment has reshaped how we think, operate, and grow—not overnight, but over years of listening and learning.

Customer obsession and trust drives sales

Why does customer obsession work? McKinsey found that companies excelling in customer experience achieved more than double the revenue growth of those that continually miss the mark.

It also fosters trust, and consumers spend more at companies they trust. A 2024 PwC survey found that 46% of consumers purchased more from companies they trust, and 28% said they paid a premium.

Customer obsession drives retention, deepens relevance, and ignites advocacy, the kind of loyalty that no campaign can buy. Being customer-obsessed requires durable insights and full company alignment—from legal to finance, field technicians to operations. It means balancing the cold, “thin data,” the metrics and KPIs, with “thick data,” the rich, contextual insights that reveal the human story behind the numbers. Put simply, it’s mixing IQ with emotional intelligence to truly understand your customers.

Obsessing over customers also means owning your mistakes quickly, and proactively making them right before being asked. That transparency and accountability builds customer trust. As we all know, no company is perfect. The difference is in how a brand responds when it falls short of customers’ expectations.

A long-term mindset

I’ll be honest: This is a multi-year journey, not a quick fix. It demands patience, resilience, and a long-term mindset. Some organizations resist, fearing customer-centric investments will cut into bottom lines. Others mistakenly believe they’re already there. Customer obsession isn’t a choice between people and profit—it’s what creates the momentum that sustains both.

Here’s an example of what it can look like in practice. This year, we launched the AT&T Guarantee—a first-of-its-kind promise to deliver the connectivity our customers depend on, the deals they want, and the prompt service they deserve. If we don’t get it right, we proactively fix it. Not with apologies, but with action. The AT&T Guarantee is a reflection of the culture we’re building, one where frontline teams are empowered, executives are accountable, and customer trust is earned every day.

This didn’t happen overnight. We took the time to understand our customers’ needs and then invested millions of dollars to build and fine-tune the capabilities to make this possible. Since launching it, we’ve seen measurable improvements in satisfaction and loyalty. It’s proof that obsessing over customers isn’t just the right thing to do, it’s also good for business.

A sustainable advantage

My challenge to leaders is this: Listen carefully to your customers and go deep into the “why” questions. Be willing to disrupt your own status quo to meet their evolving needs. Obsession means culture change. It means aligning your entire organization around your customers, and holding yourself accountable when they say you don’t get it right.

When everything changes at lightning speed, customer obsession is the only sustainable advantage. Because your customers aren’t just buyers; they’re your partners, your advocates, and ultimately, your future.

Kellyn Smith Kenny is chief marketing and growth officer at AT&T.

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