Customer Segmentation

Customer segmentation is more complex than it once was. To win and keep today’s empowered customers, organizations need to understand their technology preferences, appetite for innovation, and, increasingly, their preferences around data privacy. Read Forrester’s insights on the evolving practice of customer segmentation.

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Insights

Blog

Does The Pursuit Of Customer 360 Have You Running In Circles?

Zeid Khater November 7, 2022
No doubt, you’ve heard of it. It’s called by many names: the golden record; the single source of truth. However, it is most often referred to as customer 360. What all these terms are referring to is a holistic view of a customer’s data, covering every single touchpoint and interaction with your company as well […]
Blog

Picking An Agency To Maximize The Value Of Your First-Party Data

Stephanie Liu June 27, 2022
For B2C marketers, first-party data is a lot like “Zoolander’s” Hansel: “so hot right now.” Facing massive headwinds amid data deprecation, marketers want to capture zero- and first-party data from customers and build direct relationships. In Forrester’s Q1 B2C Marketing CMO Pulse Survey, 2022, a whopping 76% of B2C marketing respondents said that they are […]

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Podcast

What’s Next For Customer Loyalty?

What It Means April 7, 2022
Customer loyalty is not a new concept, but a confluence of trends has increased the emphasis that brands are placing on it. In this episode, VP and Principal Analyst Mary Pilecki dives into these trends and provides a sneak preview of new research that will be unveiled at CX North America.
Blog

Privacy Isn’t Binary: The 2021 US Privacy Segmentation

Stephanie Liu April 1, 2022
Data deprecation is here, forcing marketers to stop hoovering up consumer data for opaque use cases. Consumers’ privacy-protecting behaviors are one of the four forces shaping this new marketing reality, but not every consumer has the same expectations, preferences, or concerns around information sharing. To quote Ted Lasso, “Different people are … different.” Our new […]
Blog

Track The Generational And Behavioral Shifts In Europe’s Investors

Ryan Skinner January 14, 2022
European investors are changing. Understand their investment research behaviors to better serve and support them.
Blog

Make Data Strategy Your New Year’s Resolution

Stephanie Liu January 11, 2022
Start 2022 with renewed marketing opportunity by assessing your data strategy and finding opportunities to round out your understanding of customers and prospects. Last year, we saw third-party cookie deprecation heat up, Apple enact its App Tracking Transparency framework, and growing consumer privacy awareness — for example, 84% of US online adults use at least […]
Blog

Demand Planning: Five Steps To Determine The Right Marketing-Approach Mix

Conrad Mills August 24, 2021
The marketing annual planning process often starts with a lack of alignment with sales. Learn how to gain that alignment from the outset.

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Blog

Emotionally Charged Consumers Are Ready For New Experiences

Anjali Lai July 1, 2021
A reemerging sense of community has rekindled consumers' enthusiasm. Brands should match that enthusiasm to maintain strong momentum.
Blog

Building A Private Bank For The Next Generation

Vijay Raghavan April 22, 2021
Significant gaps continue to exist in private banking, forcing firms to rethink pricing and organizational models. As a result, high-net-worth clients are not fully benefiting from some of the digital innovations that are changing how customers interact with their private banks. To identify the top “Global Private Banking Trends In 2021,” we interviewed senior executives […]
Blog

Financial Services Firms Need A More Relevant Customer Segmentation Model: Introducing Forrester’s Financial Well-Being Segmentation

Aurelie L'Hostis April 19, 2021
Even before the onset of the COVID-19 pandemic, consumers were already facing multiple financial challenges, and many were worried about their financial situation. The pandemic has impacted consumers’ finances further, with many lacking financial resilience and confidence in their financial future. Financial Services Firms Need A Framework To Better Understand Their Customers’ Financial Mindset And […]
Blog

Understand Today’s Investors In Metro China, Hong Kong, And Singapore

Tom Mouhsian February 24, 2021
Why You Need A New Segmentation Approach To Understand Today’s Investors Wealth management firms commonly segment their clients by investable assets. But this is not enough to help firms decide on new products and services or optimize customer engagement models. Self-directedness is a crucial dimension that reliably predicts many investor attitudes and behaviors (see Figure […]
Blog

Consumers Are On Social Media, But That Doesn’t Mean They Want To Hear From You

Jessica Liu January 29, 2021
Brand marketers shouldn’t be asking if their consumers are on social media, but rather, “Do they want to hear from my brand?” Discover the segments of social customers and their preferences.

Explore B2B Marketing Shifts For 2023

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Blog

In Times Of Crisis, Empathy Fuels Loyalty

Martin Gill December 18, 2020
We've identified four risk profiles to help understand global consumers' sensitivity to health and financial risks in relation to the COVID-19 pandemic.
Blog

Predictions 2021: Divided Consumers Will Wrestle With Escalating Individual, Community, And Global Tensions

Anjali Lai October 16, 2020
Escalating tensions will influence consumer behavior in 2021 as we move beyond crisis mode and see the new patterns forged from the current crisis. Read our consumer predictions for 2021.
Blog

Straight From The Source: Collecting Zero-Party Data From Customers

Stephanie Liu July 30, 2020
Marketers are building out experiences to ask customers about volunteer zero-party data that they can’t infer, buy, or collect elsewhere.
Blog

Microsegmentation: The Missing Piece In Your Customer-Obsession Puzzle

Lori Wizdo July 19, 2020
It's time for B2B marketers to rethink segmentation. Learn how refining your approach can help you engage and drive more revenue from your customer base.
Blog

The Effect Of COVID-19 On Canadians’ Financial Well-Being

Peter Wannemacher May 18, 2020
Even before the COVID-19 outbreak, our research showed that Canadian consumers were facing multiple financial challenges and were worried about their financial situation. To see how the pandemic was impacting consumer finances and behaviors, we surveyed 1,119 Canadian online adults in April 10–15, 2020 and found that Canadians: Are already feeling the impact of COVID-19 […]

Drive Engagement With Your Digital Experiences

A five-step breakdown of how to get customers to embrace new digital experiences.

Blog

Healthcare CRMs Are The Key To Unlocking The Digital Front Door: Takeaways From The Forrester Wave™

Arielle Trzcinski March 12, 2020
Healthcare organizations (HCOs) should look to healthcare customer relationship management systems (CRMs) to enable their “digital front door” strategy and meet the growing demands of their customers for a great experience — both digitally and beyond. The recently published report, “The Forrester Wave™: Healthcare CRM Providers, Q1 2020,” identified the seven most significant players in […]
Blog

Q&A On CX Measurement And ROI

Maxie Schmidt-Subramanian February 26, 2020
Have questions about CX measurement, business cases, and ROI? Get answers in this Q&A.
Blog

It’s The Most Wonderful Time Of The Year For Segmentation

Brandon Purcell December 16, 2019
Well, sort of. It actually depends on what type of segmentation you’re interested in, which of course depends on what you plan to do with your segmentation. (Segmentation is not an end in itself but a possible means to an end.) My new report, “The Best Of Times And The Worst Of Times For Segmentation,” […]
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