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.

Insights

Video

Predictions 2022: This Is A Year To Be Bold

Sharyn Leaver October 26, 2021

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Blog

重塑公司银行客户体验:从客户旅程地图绘制开始

Meng Liu June 24, 2021
以客户为中心已经在零售银行深入人心,零售银行的客户体验提升项目也在全球范围内遍地开花。相比于零售银行,由于B2B系统的复杂性,公司银行之前很少在客户体验领域有所建树。然而,随着银行对公司银行业务体验的要求与日俱增并期待可以达到和零售业务一致的极致体验,越来越多的公司银行部门开始把客户导向和体验提升作为自己的核心战略,随之转变业务模式。客户旅程地图绘制是提升公司银行客户体验的一个有力工具,公司银行客户体验专业人员可以通过绘制客户旅程地图获得outside-in的视角、了解客户体验不佳的根本原因以及将客户痴迷贯彻到整个组织上下。 在理解了客户旅程地图绘制的巨大价值以后,下一个问题是如何有效绘制公司银行的客户旅程地图?Forrester基于超过20年的全球客户体验研究基础以及和中国大型银行客户的咨询实操经验,在中国的公司银行及B2B客户体验领域积累了丰富的理论、工具与方法。我们总结出的绘制公司银行以及B2B行业客户旅程地图的“三部曲”和十个详细步骤: 1. 准备客户旅程绘制相关工作 选择好相关旅程 绘制客户画像 建立对客户旅程地图的相关假设 邀请正确的参与人员 决定旅程绘制执行方式及做好相关准备 2. 执行客户旅程地图绘制 绘制客户旅程地图 发现关键痛点 绘制生态系统 3.决定下一步 通脑风暴出下一步解决办法 数字化以及扩大绘制出的旅程地图的影响力 在我们最新发布的报告 中国公司银行客户旅程地图绘制 中,未来提供更多可供参考的细节,我们选取了一个最典型的公司银行旅程-企业客户开户旅程按照三部曲的步骤带大家一起重现了公司银行客户旅程地图绘制的全过程。欢迎阅读报告获取更多关于公司银行客户旅程地图绘制的相关洞见,如果您有任何问题,请随时与笔者联系,联系邮箱inquiry@forrester.com 以及china@forrester.com。
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B2B Summit North America

Join us for the year’s premier event for B2B marketing, sales, and product leaders. Get expert insights and analysis to define your vision and accelerate growth.

Blog

Building CX Influence? Choose Your Friends Carefully

Amy Bills May 11, 2021
Many CX leaders rely on matrixed teams, adjacent functions, and internal alignment to drive transformation. Being an informal “influence officer” might feel like a second job, but leaders who can connect with internal allies to further the cause of customer obsession have the greatest likelihood of success.
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Blog

Microsoft’s Acquisition Of Nuance Signals A Trend Of Industry-Specific Acquisition

Christopher Gilchrist April 14, 2021
Interest rates are low. The Fed is dovish. Strong balance sheets exist across the titans of tech. What does it all mean? Well, you are seeing the open salvos in an arms race in industry-focused tech as this combination of financial factors make the technology market prime for consolidation. A shining example is Microsoft’s announcement of its intention to acquire Nuance Communications for $19.7 billion in an all-cash transaction. Microsoft will complement its recently developed healthcare cloud […]
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Blog

A Lens On Europe: COVID-19 Makes Empathetic B2B Content Essential

Andia Tonner March 8, 2021
Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]
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Blog

What’s The ROI Of CX Transformation?

Maxie Schmidt January 28, 2021
Do the benefits of CX transformation outweigh the costs and result in a positive ROI? How can you determine that for your company? Our newly updated report “The ROI Of CX Transformation” helps you answer these questions. The report includes: New proof points about the benefits of investing in CX from our large-scale Customer Experience […]
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Blog

What I See Coming For The Channel: 2021

Jay McBain January 21, 2021
  Last year ended up being a tale of two cities for the channel. On one hand, customers and governments recognized partners as an essential service and central to their ability to rapidly respond to a worsening pandemic early in the year. With catlike reflexes, the IT channel emptied the laptop supply chain and became […]
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Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.

Blog

It’s Time Chatbots And Virtual Assistants Play A Bigger Role In The B2B Buyer Journey

Steven Casey December 11, 2020
With collective commute times down to zero and face-to-face meetings all but impossible, we’ve seen the B2B buyer journey become an almost exclusively digital experience. It’s time for B2B marketers to close the gaps in their customers’ digital experiences with the assistance of automated conversations created by chatbots and virtual assistants (VAs). These solutions are already popular in B2C and B2B markets, creating experiences that: Meet modern buyers’ expectations of immediacy. Help marketers chase the leads sellers never get to (or the ones you never get […]
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Podcast

Lessons From The Pandemic For B2B Sales And Marketing Leaders

What It Means September 17, 2020
By disrupting familiar ways of working, the pandemic has forced B2B sales and marketing leaders to reprioritize and reflect. In this discussion of key priorities for European sales and marketing leaders, Vice Presidents Isabel Montesdeoca, Phil Harrell, and Meta Karagianni explain the lessons that can be learned from this period.
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Podcast

How To Successfully Pivot To Virtual Events

What It Means September 10, 2020
The pandemic has forced companies (including Forrester) to take planned in-person events virtual. What’s needed to make virtual events a success, and are they here to stay? Vice President and Global Head of Events Lisa Riley and Principal Analyst Jessie Johnson weigh in on this week’s What It Means.
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Blog

“Roads? Where We’re Going, We Don’t Need Roads”

Mary Shea August 13, 2020
Doc Brown might have been five years off, but he was completely right. 2020 is here, and we don’t need roads or planes — all we need is a steady internet connection. The tale of the road warrior has a different ending now. There’s no going back to the future that once was — the future is here, and it’s very different from how we left it. […]
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins August 10, 2020
Mobile Advertising Comes Under Scrutiny Most data deprecation discussions center on cookies and web browsers. But two recent moves broaden the aperture to include mobile environments, too. First, Apple announced iOS 14, which will prompt users on whether they want to let an app track them or “ask app not to track.” If a user picks the latter, the app can’t […]
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European Predictions 2022

Visit our resource hub to discover the key trends impacting European businesses in 2022.

Blog

One Hand To Shake Beats One Throat To Choke

Glenn O'Donnell August 7, 2020
The days of technology buyers treating their tech providers as "vendors" are gone. Learn the mutual benefits of treating your technology providers as partners.
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Blog

Virtual Event Momentum Will Move Strategy And Tech Forward Rapidly

Laura Ramos August 4, 2020
B2B marketers are turning to virtual event solutions as an alternative to physical conferences and meetings during the coronavirus pandemic. Successful marketers start with strategy and define the customer experience they want their online events to deliver. Technology supports this but is ineffective without a solid strategy and set of customer experience goals.
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins July 27, 2020
Even If You’re Reopening Your Offices, You Need To Plan For A Remote-Work Future This week, Google extended its remote-work plans for all 200,000 full-time and contract employees through summer 2021. Alphabet Chief Executive Officer Sundar Pichai said in a company memo, “I hope this will offer the flexibility you need to balance work with taking care of yourselves […]
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins July 20, 2020
The EU-US Privacy Shield Was Just Invalidated: What To Do Now This week, the Court of Justice of the European Union handed down its ruling in the case popularly known as “Schrems II.” Why should you care about an obscure EU case? Because the ruling invalidated the EU-US Privacy Shield, the mechanism by which American companies could […]
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Blog

Does CX Matter To The Enterprise Cloud? Absolutely!

Dave Bartoletti June 23, 2020
Customer experience is just as important for internal customers as external. Learn more about the value of CX in your IT planning.
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See the future and gain a competitive advantage for 2022

Discover 12 trends our research reveals will matter most next year. Download our Predictions 2022 Guide.

Blog

Today’s Business Buyers Crave Digital Interactions And Human Connections

Mary Shea June 16, 2020
Despite a growing reliance on digital tools and routes, B2B buyers long for empathetic, highly tailored human interactions. Learn how sellers can deliver.
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Blog

Build An Effective Customer Advocacy Program By Knowing The Four Advocate Types

Laura Ramos June 11, 2020
By understanding what customer advocates value, you can invite them to participate in the ways that are most meaningful to them, and to you.
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Blog

Toward Convergence — Brand And Experience Themes At CX North America

Dipanjan Chatterjee June 7, 2020
My research theme for CX North America 2020 — the convergence of experience The peripatetic nature of analyst life, especially for someone not moored to a corporate office, means that I rarely get to see most of the folks I work with, which is why, every year, I look forward to the summer days of […]
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