The Customer-Obsessed Approach
Customer-Obsessed is built around an eight-pillar approach developed by Savannah Jodie. These pillars form the foundation for all the content, insights, and resources shared on the platform, offering a customer-first framework designed to inspire and guide impactful business and marketing strategies.
Eight pillars for creating genuinely customer-obsessed work — powered by strategy, psychology, and purpose
Psychology-Led Thinking
Rooted in Savannah’s background in psychology, this pillar explores how cognitive biases, behavioural science, and emotional decision-making influence customers.
Real Insight, Not Just Data
Data is powerful, but without interpretation, it's noise. This pillar is about unearthing meaningful insights that connect business challenges to customer truths.
Customer Journey Obsession
From discovery to loyalty, every touchpoint matters. This explores how to optimise and innovate across the customer lifecycle.
Purpose-Driven Strategy
Customers care about more than product. They buy into values. This pillar champions aligning customer needs with cultural relevance and brand purpose.
Channel-Agnostic Execution
Great strategy shows up wherever your customer is. This is about how to bring customer-first thinking to email, social, CRM, in-store, push, app, OOH — wherever.
From Brief to Impact
Customer-obsessed strategy isn’t theoretical — it’s commercial. This pillar tracks how great strategy drives actual results, and how to get buy-in at every stage.
Creative as a Strategic Tool
Creative isn’t the end of the process — it’s part of it. This focuses on how creativity, insight, and customer truth can power brand storytelling that moves people.
The Human Behind The Customer
Customers aren’t just users, targets, or segments. They’re people. This pillar explores empathy, representation, accessibility, and inclusion in strategy.
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