Deanna Laufer and I are collaborating on a new report on how to make the case for customer experience in B2B. And we'd love your inputs.
How will clients benefit from this report?
With longer sales cycles, fewer customer accounts, and an abundance of client roles and influencers, B2B companies are challenged in making the link between improving customer experience (CX) and financial results. But without this link, B2B companies will struggle to get adequate funding to sustain their CX programs over the long term. To help CX professionals at B2B companies overcome challenges to justifying their CX programs, this report will explore:
- What do customer and business data CX pros need to collect to support their business cases?
- Which are the right metrics for modeling the relationship between customer experience quality and business success?
- How can CX pros apply their models to proactively improve business outcomes?
Please contribute to the research.
If you have experiences in making the business case for CX with B2B clients — whether as part of a CX team or other stakeholder groups in a company with B2B clients or as a consultant/vendor — Forrester would like to invite you to participate in our research on how B2B companies can make the case for customer experience. We would like to arrange a 45-minute to 60-minute phone conversation with you to discuss this topic. This interview will inform our report, but we will respect any request for confidentiality. Key questions for research include:
- Is there a standardized way of making a business case at your company and what are the hot buttons for decision-makers?
- What are your primary challenges in making the business case?
- How do you make the case for CX at your company? Has this changed over time?
- Do you make the CX business case at the program level or for individual projects? And do you make the case for all customers or by segment, and if so, how?
- What quantitative and nonquantitative justifications does your CX business case rely on?
- Do you model the relationship between customer experience metrics and financial outcomes? Which metrics do you monitor to validate your CX business case over time?