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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Turn AI Distrust Into Customer Trust — And Win The CX Future
Consumer use of AI is growing, yet their trust in it remains low. That gives organizations a unique opportunity.
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Customer Success Enters The Agentic Era
Customer success teams have never been short of data. Health scores, product usage, sentiment signals, and relationship context exist across systems — but turning that data into insight and timely action has required human stitching, manual judgment, and constant coordination. Gainsight’s recent introduction of its Model Context Protocol (MCP) matters because it collapses that gap. The promise of MCP isn’t to just […]
Build The Experiences AI Can’t
Purchase tickets for CX Forum East or West by June 12, and get two complimentary Forrester research reports on AI, trust, and customer experience — free with your ticket.
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CS Operations: The Air Traffic Control Tower Your CS Team Needs
Customer success managers (CSMs) are like pilots. They know how to fly the plane and keep customers moving toward their destination. But not even the most capable pilots could manage every variable alone. Without an air traffic control tower, flights paths would get tangled, delays would pile up, and small issues would turn into emergencies. […]
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It’s Time To Get Your Customers Sorted — No Wizardry Required
Every first-year Hogwarts student learns quickly that the Sorting Hat doesn’t choose houses based on popularity, legacy, or who looks the part. It sees deeper, into traits, tendencies, potential, and the conditions each student needs to thrive — if only B2B organizations used the same wisdom. Too often, postsale customer segmentation still leans on surface-level […]
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Have CX Programs Lost The Plot? The Risky Game Of Survey Score Inflation
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
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 […]
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CX Cast Roundup, September 2025: Change, Mobility, And The Future Of CX Talent
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 […]
Your Ticket, Plus 2 Free Reports
Purchase tickets for CX Forum East or West by June 12 to get two free Forrester research reports on AI‑driven customer experience — practical guidance you can apply immediately.
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How UCL Is Preparing Future CX Leaders For The AI Age
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.
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Three Takeaways From HubSpot’s INBOUND 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
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.
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Why B2B Customer Service Is Now Part Of My Research Agenda
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
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.
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Ask Again Later? No Thanks — The Future Of Customer Success Is Now
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.
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Low Survey Response Rates: Are You Asking The Wrong Question?
Learn the right questions to ask and the right tactics to employ to improve customer survey response rates.
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It Takes A Postsale Team To Avoid A Messy DX
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.
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The ROI Of CX Isn’t A Fairy Tale
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.
Unlock The Missing Link Between CX Improvements And Growth
Join Forrester live to learn about the Total Experience Score — a unified view of brand and customer experience that helps you target the fixes driving ROI impact
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Five Ways A Postsale DX Reduces Risk During Volatile Times
Customer-led B2B companies make postsale digital experiences more streamlined and self-directed without much additional investment.
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(Re-)Focus On Customer Retention And Growth During Volatile Times
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
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.
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