Customer Engagement

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Blog

Track-And-Trace Solutions Improve Strategic Objectives Across The Entire Value Chain

Dan Bieler March 6, 2018
Building the business case for your digital investment is hard, so you need to drill into the specifics of any given process you intend to digitize. Digital track-and-trace solutions contribute to ROI in many different ways. The main strategic reasons for using them are: More effective risk management. Many countries are putting in place regulations […]
Blog

Intent Monitoring: Investigating Buyer Behavior

Kerry Cunningham January 24, 2018
  • The interest in intent (prospect behavioral) data is surging in the B2B market
  • There are many types of behavioral data – truly understanding a prospect’s intentions may require more than one
  • Intent data is the evidence of interest, and the more evidence marketers compile, the stronger the case for following up
Blog

Luxury Retail – Invest In Digital Transformation For A Successful 2018 And Beyond

Michelle Beeson January 23, 2018
Good news for luxury brands – Luxury will see continued growth for online sales and for in-store sales that are influenced by digital touchpoints, per Forrester’s newly updated Global Luxury Retail Sales Forecast 2017 to 2022. So that’s great – but, as we saw in our research last summer, many luxury brands still have work […]
Blog

#NRF2018’s Focus On Customer-Associate Engagement

Ananda Chakravarty January 22, 2018
At the packed NRF Big Show #NRF2018 in New York last week, many retailers looked at vendors touting new tech, including AI, AR/VR, and more, all in the name of improving customer experiences. But most of those same retailers know that, before leaping into that arena, they first need to bring existing systems up to […]
Blog

Content Consistency Culprits and Their Content Capers

Phyllis Davidson January 5, 2018
  • With an ever-increasing need for more content for a growing number of audiences, maintaining brand consistency and solution details is no easy task
  • Consistency sins abound in B2B organizations – from the use of outdated product names to mix-ups in logos
  • By addressing content consistency with a cross-functional process from the context of the content lifecycle, redemption is possible 
Blog

Five Steps to an Annual Sales Force Automation Audit

Steve Silver November 27, 2017
  • Maximizing the value of your sales force automation system requires value delivery for end users and the company
  • Sales operations should conduct an annual audit of data entry requirements and mandatory fields
  • Reducing data entry time has benefits in terms of sales productivity and data quality
Blog

A Lesson from the Bruce Springsteen/Richard Thaler School of Marketing

Jim Nail October 31, 2017
What do consumers, Bruce Springsteen, and a Nobel Prize laureate have in common? They all understand the concept of fairness. And they understand that consumers reward and punish companies based on perceived fairness. Nobel Prize winner Richard Thaler found that if a company raises prices or cuts wages for the sole purpose of better profit […]
Blog

The Customer Success Function’s Role on the Path to Value for Customers

Forrester October 25, 2017
  • Delivering on value is a two-sided equation: anticipated outcomes and the customer’s success milestones
  • Validating the customer’s definition of success is an essential first step in mapping out success milestones
  • The customer success function plays a critical role in establishing these milestones and ensuring they’re monitored
Blog

Customer Experience Governance – Three Models

Lisa Nakano October 24, 2017
  • There are three models that B2B organizations can adopt to maximize the reach and accountability of customer experience efforts
  • Each governance model has unique pros and cons you should take into account when choosing the right approach
  • All three models have a common set of imperatives to understand when adopting a governance approach
Blog

CXEurope 2017: Introducing the Values Based Customer

Henry Peyret October 18, 2017
More than 5 years ago Forrester introduced the Age of Customer as a new 15 to 20 years era which saw the increasing customer empowerment in front of brands and companies. For companies, the first step in this era turned into improving the customer experience and the customer journey through an omnichannel strategy,  identifying the […]
Blog

Watch Out Translators, Google Wants Your Job!

Alex Kramer October 5, 2017
Google after second shot disrupting healthcare-and Apple-with Health 2.0 announcement  Google made several announcements Wednesday around new hardware, software, and developer tools. Capitalizing on the demand for digital healthcare solutions, Google rolled out its HealthX API platform through Apigee at Health 2.0 in Santa Clara. The platform provides endpoints for developers to build HIPAA compliant […]
Blog

Luxury Brands Must Act Or Be Digitally Disenfranchised From Savvy Luxury Consumers

Michelle Beeson September 29, 2017
Luxury consumers around the world are embracing new technology and adding these digital touchpoints – including, of course, their smartphones – into their shopping behaviors. But overall, luxury brands have been far too slow to respond to their customers’ rising digital expectations. Luxury brands, tier one through to aspirational, are now scrambling to bolster their […]
Blog

Creating a Customer Health Score in Five Steps

Forrester September 14, 2017
  • Customer health scorecards are vital tools for customer success leaders and teams
  • Use customer health scorecards to detect and respond to issues that detract from customer relationships and loyalty
  • Organizations must choose indicators that best determine the overall health of accounts
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The Data Digest: Understand Emotion To Drive Technology Engagement

Anjali Lai August 17, 2017
Thanks to the rise of empowered consumers, products and experiences that once seemed improbable, such as (literally) instant delivery, are now integral to our lives. But this era of innovation has also seen its fair share of flops: From Pokémon Go to Google Glass, technologies that looked like promising disrupters stalled quickly or generated more […]
Blog

Three Concepts for Data-Driven Adaptive Content Delivery

Jessie Johnson August 16, 2017
  • B2B buyers control the buyer’s journey, and the content experience must adapt to individual interactions
  • A data-driven approach to content and delivery mechanisms provides a personalized experience tailored to the individual buyer
  • Content assets and delivery mechanisms respond and adjust to individual profiles, previous interactions and known preferences
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AI Will Fundamentally Transform Customer Service

Kate Leggett July 27, 2017
AI improves the economics and capabilities of everything around us. Amazon and Netflix recommend products based on our history, Yahoo and Facebook tag photos, Waze and Google get us to our destination more effectively, Lyft and Uber precisely communicate arrival times of our drivers. Consumers are starting to expect intelligent experiences – personal, contextual to […]
Blog

Lessons From the 2017 Customer Engagement Programs of the Year

Forrester June 27, 2017
  • At the recent Summit, we presented three awards in the categories of channel engagement, customer marketing and customer experience
  • SAP, Kronos and Oracle took home awards in recognition of their exceptional work over the past year
  • Successful customer engagement strategies require taking a holistic look at the customer journey and what the organization must provide
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Tech Interview Spotlight: Customer Advocacy

Jessica Lillian June 21, 2017
  • Customer advocacy technologies can help organizations better manage the entire advocacy process
  • Spencer Duncan from Ceridian discusses his organization’s experience in a recent interview
  • When evaluating platforms, consider integration with existing internal systems
Blog

Customer Engagement: The Range of Responsibilities Defined

Lisa Nakano June 20, 2017
  • Customer engagement is a new function in most organizations, so executives are trying to determine which elements to include
  • Customer experience, customer marketing and customer success should have distinct responsibilities – but these often become muddled
  • It’s important to understand common missteps when implementing customer engagement to be able to avoid them
Blog

Namaste, Customer Engagement

Forrester June 14, 2017
  • Customer engagement, like yoga, must use a continually evolving approach
  • If you invest in your customers, they will become your new sales force
  • As buyers become customers, their personas change, as do their needs