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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Insights

Blog

The Quantum Physics Of Future-Ready B2B Content

Phyllis Davidson September 9, 2022
Advances in AI, automation, and analytics paired with growing expectations from buyers will fundamentally change the way we think about content and how it’s used.
Blog

B2B Buyers And Digital Selling (Part 2): Buyer Enablement And Buying Signals

Rick Bradberry September 2, 2022
Sell something to a prospect, and you might earn a valuable commission. Help a prospect buy, and you might earn a valuable customer. This practice — helping prospects buy — is buyer enablement. And it requires a deeper understanding of purchasing preferences and the buying process itself, particularly with self-service. In this area, B2B teams […]
Blog

In Customer Success We Trust

Shari Srebnick July 14, 2022
Customer Success is a critical business function and plays an essential role in building trust with customers as a strategy for retention.
Blog

B2B Firms: Adopt A Bespoke Approach When Collecting Feedback From Large, Complex Clients

Maxie Schmidt-Subramanian June 28, 2022
B2B firms work hard to build relationships with their clients. Yet the way they collect feedback and measure CX can undermine that work.
Blog

B2B Companies Take Action — To A Point — In Response To The War In Ukraine

Ian Bruce June 2, 2022
A recent survey of B2B organizations shed light on what they have been willing to do in response to the war and what has driven those decisions.
Blog

Customer Success: Broaden Your Conference Horizons

Shari Srebnick June 1, 2022
Attending conferences with other functional leaders can pave the way for change by broadening horizons and expanding perspectives. Our opening keynote demonstrated how anyone, with the proper approach, can create the conditions necessary for change.
Podcast

The Business Case For Inclusive Design

What It Means May 12, 2022
Why has inclusive design become so important? On this episode of What It Means, Principal Analyst Gina Bhawalkar and UX Researcher Senem Biyikli delve into the multi-faceted benefits of inclusive design.

Got The Right Chatbot Personality For Your Brand?

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Podcast

Marketing And The Metaverse

What It Means May 5, 2022
Is the metaverse your ticket to marketing innovation or a quagmire into which marketing dollars will sink, never to be seen again? What is the metaverse, anyway? Join VP, Research Director Mike Proulx and VP, Principal Analyst Julie Ask as they explore what the metaverse means for marketers.
Blog

Doing, Selling, And Being Headless Commerce

Joe Cicman May 3, 2022
Different roles have different relationships to headless commerce. Yet the concept is easier explained when you can settle on a frame of reference.
Blog

Six Things B2B Leaders Can Do To Create A Customer-Obsessed Culture

Jennifer Ross May 2, 2022
Customer-centered B2B organizations outperform their peers in nearly all the metrics that matter. Leaders set the tone in shaping a culture focused on the customer.
Blog

Why Headless Commerce Is A Pain In The Neck

Joe Cicman April 29, 2022
It’s not your fault you don’t understand “headless commerce.” Great products have great names that express what they are and why they’re good. Like “doghouse” or “sugar-free gum.” But headless commerce … that’s confusing, and it’s poorly messaged. Let’s run two tests to illustrate this. (Full disclosure: This is a roast of headless commerce.) Round […]
Blog

The Top Three Solutions For B2B Commerce In 2022

Joe Cicman April 28, 2022
The Forrester Wave™: B2B Commerce Solutions, Q2 2022 surfaced a significant shift in the market, which we predicted but did not expect to see so quickly or so clearly. So What Did The Results Reveal About The Market? Three solutions scored higher than more broadly adopted solutions. In all three cases, these solutions take a […]

Get Stakeholders Excited About CX

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Blog

Take A Pragmatic Approach To B2B Conversation Design To Avoid Dystopian Dialogue

Jessie Johnson April 26, 2022
From their interactions as consumers, B2B buyers and customers are already accustomed to receiving relevant information curated by algorithms and delivered at the right time in dynamic and digestible formats. Across channels, devices, and interfaces, these audiences ask for what they want. They’re also aware of how their behavior drives the algorithmic co-creation of interest-based […]
Podcast

How B2B Firms Are Redefining Purpose

What It Means April 14, 2022
Following the lead of their B2C counterparts, B2B firms are embracing brand values and a broader notion of purpose. What’s at stake, and where do companies’ intentions fall short? On this week’s episode, Vice Presidents Nancy Maluso and Jennifer Ross weigh in and give a preview of their keynote session at Forrester’s B2B Summit North America.
Blog

How Does B2B CX Quality Impact Loyalty? — A Forrester B2B Summit 2022 Session Preview

Laura Ramos April 11, 2022
Assessing the CX of B2B companies is trickier than in the B2C space. At Forrester's B2B Summit North America, we'll unveil the first B2B CX Index™ and reveal which aspects of CX matter most for two popular solution types.
Podcast

The High Cost Of Skipping User Research

What It Means March 17, 2022
What's the biggest mistake CX orgs make? Listening to their gut. If you want to design experiences that strengthen customer loyalty, listen to this episode about user research featuring Senior Analyst AJ Joplin.
Blog

Who Are The B2B “Early Deciders”?

Ian Bruce February 14, 2022
Buyers' motivations are often complex. Digging into our data yields clues about those who make decisions early in the buying process.
Blog

Simplicity Underpins Future Payment Fabric And The Future Of Payments

Jacob Morgan February 2, 2022
The future of payments will see firms shift focus from consumers toward businesses, embedding payment technology (not payments), and programmable payments in a quest to mitigate complexity.
Blog

The Future Of CRM: A Forrester Perspective

Kate Leggett January 25, 2022
Learn three key drivers that are expanding CRM’s remit and transforming the technology.
Podcast

Predictions 2022: How CX Can Shine In A Year Of Shortages

What It Means November 11, 2021
“Shortage” will be the name of the game in 2022. CX leaders will have to help their organizations contend with out-of-stock products, understaffing, and unhappy customers. Senior Analyst Judy Weader and Researcher Sam Karpinski explain how CX leaders can shine during a difficult year.
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