B2B CX

Customer success programs have thus far gained limited traction among B2Bs. Yet those companies that have embraced CX have seen improved customer relationships and retention. Read our best practices for strengthening B2B CX.

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Have CX Programs Lost The Plot? The Risky Game Of Survey Score Inflation

Rich Saunders 4 days ago
The Misguided Pursuit Of Metrics Customer experience (CX) programs were designed to uncover insights, drive improvements, and enhance outcomes for customers while fueling business performance. Yet many have veered off course. Instead of improving experiences, they’ve become fixated on maximizing survey scores, mistaking metrics for meaning. Survey scores are not like other business metrics. They […]
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In The Age Of AI, Reinvention Is The Future Of Customer Success

Shari Srebnick October 3, 2025
Picture it: New York City, September 2025 — NYC Customer Success Week. A room of over 700 customer success (CS) practitioners gathered around a shared belief: CS isn’t fading into irrelevance — it’s stepping into its prime. The energy was palpable, and the message throughout the day was clear: AI isn’t here to replace CS […]

The Countdown To 2026 Predictions Has Begun

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CX Cast Roundup, September 2025: Change, Mobility, And The Future Of CX Talent

Martin Gill September 30, 2025
This month on The CX Cast, we explored the realities of leading customer experience in a rapidly evolving world. From reimagining mobility to fixing change management failures and even preparing the next generation of CX leaders, as always, we provide practical advice you can apply today. Here’s what you missed and why you should catch […]
Blog

How UCL Is Preparing Future CX Leaders For The AI Age

Martin Gill September 30, 2025
AI is transforming the skills that CX professionals need to succeed. Discover how University College London prepares future CX leaders for an AI-driven world with practical skills, real projects, and lifelong learning strategies.
Blog

Three Takeaways From HubSpot’s INBOUND 2025

Shari Srebnick September 9, 2025
Last week, I attended HubSpot’s INBOUND conference in San Francisco. Many recaps will focus on the product announcements, strategy, and feature releases, but what stood out to me were the broader themes woven through CEO Yamini Rangan’s keynote.
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Your Postsale Customer Data Unwrapped

Shari Srebnick September 2, 2025
Why aren't B2B companies more like Spotify? Learn three ways marketing, sales, and customer success teams can use postsale customer data to improve retention and expansion efforts.
Webinar

How To Simplify CX Tech Buying Decisions With Function-First Thinking

Learn how Forrester’s Function-First Framework helps CX leaders simplify complex technology decisions, prioritize functionality, avoid wasted investments, and align tech with strategic business goals.

Cut Through CX Tech Noise And Buy Smarter

Stop wasting money on tools you don’t need. Learn how to use Forrester’s function-first framework to align CX tech with business goals, avoid overspending, and drive real results.

Blog

Why B2B Customer Service Is Now Part Of My Research Agenda

Laura Ramos July 17, 2025
When B2B survey respondents say that 73% of their revenue originates from current customers, retaining and growing those accounts must be a top priority, one that is well coordinated across all postsale motions, from onboarding to servicing and expanding business on the back of attained goals. Especially in volatile economic markets and geopolitical times, every […]
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Parting Lessons From CX Summit North America To Help You Deliver The Total Experience

Rick Parrish June 26, 2025
As another CX Summit North America draws to a close, it’s time to get to work. Use these takeaways to help you create your action plan for transforming the experiences you offer.
Blog

Ask Again Later? No Thanks — The Future Of Customer Success Is Now

Shari Srebnick June 25, 2025
It’s no longer about customer happiness or satisfaction — it’s about anticipating needs, enabling value, and fostering long-term growth. Learn about the smarter, more strategic approaches CS teams should embrace.
Blog

Low Survey Response Rates: Are You Asking The Wrong Question?

Pete Jacques June 11, 2025
Learn the right questions to ask and the right tactics to employ to improve customer survey response rates.
Blog

It Takes A Postsale Team To Avoid A Messy DX

Laura Ramos June 4, 2025
A postsale digital experience (PDX) helps customers succeed through self-directed activity, guides them to gain more value from current investments, and reduces churn risk.

AI, Buying Networks, Revenue Growth — Master It All

Forrester’s B2B Summits connect you with analysts and insights to help you navigate buying shifts, win with AI, accelerate growth, and transform revenue.

Blog

The ROI Of CX Isn’t A Fairy Tale

Judy Weader May 19, 2025
Yes, thoughtfully designed CX programs do have tangible revenue outcomes. Yet proving ROI can be a source of frustration for CX leaders and business executives alike.
Blog

Five Ways A Postsale DX Reduces Risk During Volatile Times

Laura Ramos May 16, 2025
Customer-led B2B companies make postsale digital experiences more streamlined and self-directed without much additional investment.
Blog

(Re-)Focus On Customer Retention And Growth During Volatile Times

Laura Ramos May 5, 2025
Earlier this month, my colleagues Matt Selheimer, Srividya Sridharan, and Katy Tynan advised B2B leaders on how to weather market volatility and navigate current economic storms (subscription required). One of six actions they recommend is using customer insights to improve understanding and empathy in communications and reduce high-friction processes. This is especially important when it […]
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Featured CX Executive: Brad Smith, Enterprise Insights & CX Leader At Securian Financial

Katy Cobian April 29, 2025
We’re four months into 2025, and there has been no shortage of volatility to challenge even the most seasoned CX executives. To stay on course, we recommend keeping a ruthless focus on customers while also balancing disciplined spending, change leadership, and risk management.
Blog

Is There More Potential For Adobe’s Agentic Roadmap In The B2B Postsale?

Laura Ramos April 14, 2025
At its recent summit, Adobe made it clear that it's serious about ensuring that its B2B customers achieve their goals and get value from Adobe investments. So why not focus some of its AI and agentic innovation on the postsale, as well?
Blog

Buying Networks Are Changing The Game For B2B Companies

Steven Casey April 1, 2025
AI and the growing role of buying influencers are rewriting the rules of engagement for marketers and sellers. Learn about today’s buying networks and how to begin adapting your strategies.
Blog

Siloed CX Metrics Are Holding You Back — Take Action At CX Summit EMEA

Martin Gill February 28, 2025
Too many companies invest in CX to improve what their customers say about their experiences, rather than to actually improve those experiences. At CX Summit EMEA 2025, learn how to create better, more meaningful experiences that foster loyalty and growth.
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How Advanced Analytics Can Transform Your CX Practice

Rich Saunders February 14, 2025
Integrating advanced quantitative analytics into their strategy can help CX pros with their two biggest challenges: improving experiences and demonstrating the business value of CX. Two new reports provide advice for doing this.
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