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

Concentrix Acquiring Webhelp: Setting The Stage For A Two-Horse Race In Contact Center Outsourcing

Christina McAllister 3 days ago
Yesterday, Concentrix announced that it is entering into negotiations to acquire Webhelp for $4.8 billion, with the transaction expected to close by end of year. This is, of course, quite the acquisition! Webhelp is a well-established player in the contact center outsourcing space (especially in EMEA) and will provide Concentrix with the global coverage they’ve […]
Blog

Companies Have Agnosia About Experiences

Carlos Casanova March 23, 2023
We found that agnosia quite nicely describes what is happening with companies’ efforts around experience. Their inability to identify you as the same individual after having repeatedly interacted with them as a customer and user and employee over a period of time, might cause you to question your sanity when interacting with them. 

CX APAC — Bold Focus

Drive success with CX and digital in 2023. Discover what to prioritize, where to invest, and what's on the cutting edge.

Blog

B2B Content: Experimentation Means Bold Bets And Cold Sweats

Phyllis Davidson March 22, 2023
Optimizing the customer experience — a top priority for B2B organizations — requires dramatic improvements to the content engine. To build for the future, organizations will make bold bets, experimenting with AI to deliver contextual, personalized experiences.
Blog

Invest In A Cross-Channel Marketing Hub To Elevate Your Campaign Strategy

Rusty Warner March 21, 2023
Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job if your martech ecosystem is overly complex or badly integrated — or both. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]
Blog

Customer Service In 2023: CX Front And Center

Christina McAllister March 20, 2023
It’s news to no one that the past few years have been tough. Having only just found some stability post-pandemic, companies are now thrust into a new economic crisis. In times like these, customer service teams are often pressured to cut costs — at all costs. While we don’t expect that to change entirely, we […]
Blog

Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content

Lisa Gately March 17, 2023
Learn how smart B2B marketers are navigating the hype around generative AI and achieving quality content at scale.
Blog

Explore The End Of The Customer Lifecycle At CX APAC 2023

Rick Parrish March 13, 2023
Death. Taxes. The customer lifecycle. Until now, business leaders could count on the inevitability of all three. But no longer. Today’s consumers thrive on novelty, embrace emerging technologies, and expect more from brands. And during the pandemic, businesses proved that they can innovate fast enough to keep up. As both consumers and businesses race forward, […]

CX EMEA — Bold Focus

Drive success with CX and digital in 2023. Discover what to prioritize, where to invest, and what's on the cutting edge.

Blog

How Are Post-Sale Customer Engagement Responsibilities Changing?

Laura Ramos March 8, 2023
How common is customer marketing as a stand-alone function? Is customer success becoming the new customer experience (CX) at B2B firms? What is the range of responsibilities commonly shared by B2B CX teams like yours? Are you interested in the answers to questions like these? Forrester’s customer engagement research group is, too! We want to […]
Blog

Customer-Led Growth Is Getting More Attention Among B2B Firms: Should You Care?

Laura Ramos February 14, 2023
You may be hearing more about customer-led growth as a counterpoint to product-led growth. Learn what it is, and what it means for you.
Blog

Order Up: Starbucks Rewards Changes Signal A Renewed Focus On Profitable Loyalty

Mary Pilecki January 31, 2023
As one of the most popular loyalty programs in the world, the stakes for the Starbucks Rewards program are high. Today, the program boasts nearly 29 million active members, and over half of Starbucks sales are driven through the program. Starbucks Rewards members collect “stars” for every purchase they make, redeemable for free drinks, food, […]
Blog

Contact Centers Are Leaving Money On The Table

Christina McAllister January 30, 2023
Empowering your front line could unlock billions. Learn how agent empowerment and accountability drives revenue growth.
Blog

B2B Organizations Are Primed For Growth When Lifecycle, Revenue, And Marketing Unite

John Arnold January 19, 2023
Frontline B2B marketing teams need a cohesive approach to drive growth and get the most value from advances in tactics, technologies, and processes. Discover how lifecycle revenue marketing helps to achieve that.

Thrive In Economic Uncertainty

Get actionable advice to navigate the 2023 downturn. Explore our resources for tech, marketing, CX, sales, and product leaders.

Blog

Lifecycle Revenue Marketing Capabilities Help B2B Triumph In A Customer-Driven World

Lisa Gately January 19, 2023
Lifecycle revenue marketing (LRM) shifts from the historic structures and specialized teams used to drive revenue to sharing capabilities and prioritizing the customer experience.
Podcast

CX Teams Face Diverging Fates In 2023

What It Means December 15, 2022
The alarm bells are sounding: CX organizations are in trouble. One in five will find themselves on the chopping block in 2023 as the economy weakens, CX performance slips, and proof of ROI remains elusive. But there’s good news, too. One in 10 CX organizations will be stronger than ever at the end of 2023, explains VP, Research Director Rick Parrish. Find out how in this episode of What It Means.
Blog

We Have Liftoff! Effective Customer Onboarding Is The Launchpad To Customer Value

Shari Srebnick December 13, 2022
Customer onboarding is critical for successful adoption, revenue retention, and growth.
Blog

Key Takeaways From Conversations With Patient Engagement Vendors

Natalie Schibell December 2, 2022
The shift to more accountable care and the high prevalence of chronic disease demand more proactive — versus reactive — care delivery models. Healthcare organizations and policymakers recognize that patient engagement improvement is a top priority to move this initiative forward. Discover key insights from conversations with patient engagement vendors.
Blog

Crucial Intel: Customer Obsession Matters

Sam Karpinski December 1, 2022
This blog was written in collaboration with Anna Synakh. Intel, a tech giant with over 121,000 employees, sets an example for organizations that are considering becoming more customer obsessed. Despite its size and complexity, Intel has made big strides in all three customer obsession competencies: leadership, strategy, and operations. In our new report, Case Study: […]

How B2B Marketing Can Thrive In An Economic Downturn

Learn what decisions will equip marketing leaders and organizations for success this year. Explore our complimentary report.

Blog

Open Banking Adoption Is On The Cusp Of Robust Growth In Europe

Jacob Morgan November 28, 2022
Over the next five years, Forrester predicts a doubling in adoption of open banking across European countries and use cases. Explore more insights from our inaugural European open banking forecast.
Blog

Unlock Loyalty Throughout The Customer Lifecycle

Mary Pilecki November 17, 2022
Loyalty marketers, the scope of your job just expanded. And before you panic, it’s a good thing. Loyalty marketers have conventionally focused their efforts on customers post-purchase: increasing customer retention, enrichment, and advocacy. But brands and customers alike have faced unprecedented challenges over the last few years, including a pandemic, supply chain issues, and social […]
Blog

DXP: “You Keep Using That Term. I Don’t Think It Means What You Think It Means.”

Joe Cicman November 10, 2022
It’s not inconceivable. Rather than single-sourcing a DXP, think about your digital experience platform as being: A system of applications (and their underlying platforms) … … brought together by various vendors and agencies … … bound by APIs and events … … connected through good data … … which provides the foundation for experiences and […]
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