Forrester

Why Read This Report

Identifying and tapping customer influence remains a popular topic for Customer Intelligence professionals. But with all of the interest, most see influence as a nebulous concept. Some of the interest comes from the growth in social media, but social data is only one part of the customer influence picture. Customer Intelligence (CI) professionals seeking to uncover customer influence will find best results by working with third parties for assistance. Today, social listening tools, agencies, and database marketing service providers each address the influence market with their own view of customer influence. CI professionals looking for help must first determine their influence strategies, review their customer bases, and evaluate their internal resources.