Customer Engagement

In a hypercompetitive climate, customer engagement is a key differentiator. Read our insights to nurture and strengthen customer relationships, improve retention, and demonstrate the business value of the customer engagement function.

Discover how Forrester supports customer experience leaders.

Insights

Blog

Scaling Customer Success Through Digital Can Double Your ROI

Laura Ramos 5 days ago
Customer success (CS) teams continue to improve as important business functions. As B2B firms dedicate more resources to CS, leadership wants reassurance that this investment delivers solid returns. Proving this becomes challenging when scaling customer success happens primarily through headcount and by teams segmenting coverage into low-touch and high-touch models. As the costs grow, so […]
Blog

Every Revenue Process Transformation Will Be Unique — Just Get Started

Amy Hawthorne 6 days ago
A revenue process transformation isn’t a project or single workshop initiative. It’s an ongoing, collaborative effort that requires organizations to meet their buyers at every stage of their journey. Learn what it takes to get started.

Align Marketing And Sales Teams On Customer Value

Want to maximize revenue by prioritizing customer value? Discover how the Forrester Opportunity Lifecycle keeps teams engaged with customers at every stage of their journey.

Blog

Q&A With Keith Fletcher, International Customer Experience Manager At E.ON

Martin Gill July 4, 2024
Following his recent appearance on stage at Forrester’s CX Summit EMEA, Keith Fletcher, international customer experience manager at E.ON, answers more audience questions on using customer journeys to fuel sustainable growth.
Webinar

How To Frame Your Customer Journey Mapping With A Clear Purpose

Learn how to uplevel your journey mapping by targeting key moments, interactions, and areas of improvement so that you can better align your efforts with customer needs and expectations.
Blog

It’s Time For A Revenue Process Transformation

Amy Hawthorne June 20, 2024
Buyers are in control of the revenue process — and B2B marketing, sales, and customer success teams need to align their approaches with that reality. Discover the Forrester Opportunity Lifecycle and how it can drive durable, long-term revenue growth.
Podcast

What Makes Journey-Centric Companies Different

What It Means May 23, 2024
Journey centricity can help companies boost their revenue, reduce costs, and build better experiences for customers and employees. What defines a journey-centric company, and what does it take to become one? Vice President and Principal Analyst Joana de Quintanilha explains on this week’s episode of What It Means.
Blog

A Match Made In Plastic? Capital One’s Quest To Acquire Discover

Peter Wannemacher May 20, 2024
Capital One’s plan to acquire Discover will change the shape of the financial services landscape (though not the fundamental forces that drive growth and success — but more on that later). To help you understand the implications of the proposed merger, Forrester took a deep dive into our research and data (full report for clients […]
Blog

Buying Signals Help B2B Organizations Reignite Revenue Interactions

Jessie Johnson April 30, 2024
Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and Gen Zers comprising more than half of the modern workforce. From their consumer interactions, digitally savvy B2B buyers are aware that they’re signaling their interests through their behavior, content consumption, and social interactions. In […]
Blog

Embracing The Fusion Of Humans + AI: Win With Boundless Experiences

Riccardo Pasto April 23, 2024
Don’t miss the CX Summit APAC 2024, which promises to be riveting as industry speakers and Forrester analysts share their insights on CX, digital, and marketing, and how AI is making an impact. Join us in Sydney, Australia, or as a digital experience on May 28 to hear from Forrester analysts and industry experts.
Blog

Announcing Forrester’s B2B Program Of The Year Award Winners For North America

Cristina De Martini April 4, 2024
Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.
Blog

Call For Entries: B2B Summit EMEA Awards

Paul Ferron April 2, 2024
EMEA B2B companies: If you have a cross-functional alignment success story or have achieved exceptional results within a single function, we want to hear from you. Learn more about Forrester’s B2B Summit EMEA Awards.
Blog

Investing In Customer Success Delivers 107% ROI Within Three Years

Laura Ramos March 27, 2024
Explore the benefits of dedicating a team to customer success management, outfitting them with purpose-built technology, and enabling them to drive consistent experiences that lead to retention and growth.

Harness The Power Of A NEW Customer-Centric Revenue Framework

Watch our webinar replay to unlock the potential of Forrester's NEW Opportunity Lifecycle Framework. Revolutionize your revenue process by breaking down barriers that neglect customers, fail buyers, and distort focus.

Blog

Can AI Improve Your Loyalty Program?

Mary Pilecki March 26, 2024
Learn about the potential of predictive AI — and, now, generative AI — in enhancing loyalty programs and strategies.
Blog

The Forrester Wave™: Customer Service Solutions, Q1 2024 — Key Learnings

Kate Leggett March 13, 2024
Great customer service sets companies apart, and you leave money on the table if you don’t meet your customers’ expectations of engagement. Business and IT leaders understand the economics of great customer service, and Forrester data shows that over 70% of enterprises invest in modern solutions. They enable organizations to serve and retain customers and […]
Blog

Push Forward To Become An Intelligent Enterprise That Delivers Real Business Value

Kate Leggett March 13, 2024
Learn the four biggest challenges enterprise business applications can mitigate to fast-path your intelligent enterprise technology strategy.
Blog

Customer Success Platform Consolidation Reflects Market Dynamism

Shari Srebnick February 28, 2024
Customer success platform vendors Totango and Catalyst have announced plans to merge. Is this the start of an acquisition trend in the space? Find out more in this analysis.
Blog

Invisible Experiences: Anticipate Customer Needs With Real-Time Interaction Management

Rusty Warner February 16, 2024
Imagine having a butler who anticipates and serves your needs. Just as Alfred faithfully supports Batman, your personal assistant earns your trust through silent understanding. Now think of this relationship in terms of your experiences with brands. Do those experiences feel invisible and immersive? In Gotham City, Alfred ensures that Batman’s utility belt is always […]

Join Us In Singapore To Supercharge Your B2B Success

Register for B2B Summit APAC, coming to Singapore on October 1. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.

Blog

Customer- Versus Business-Focused Mapping Tools: Cut Through The Confusion And Connect The Dots

Michelle Beeson February 7, 2024
Organizations have various tools for mapping processes, systems, and experiences. However, many of these tools focus on the internal business, neglecting the customer perspective. Customer experience (CX) mapping tools are valuable resources for organizations striving for customer centricity (or in Forrester terms, customer obsession) and aligning business outcomes with customer outcomes. The foundation of CX […]
Blog

Health Plans: Unlock Success In Member Engagement

Shannon Germain Farraher February 6, 2024
Amid a competitive healthcare landscape and younger generations’ increasing skepticism toward health insurers, health plans must reimagine their engagement approach to foster loyalty, trust, and connection with their members.
Blog

Marketers Must Embrace AI To Maximize B2B Event Success

Conrad Mills February 2, 2024
Current adoption of AI for B2B events is low, but there is enormous untapped potential.
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