Kate Leggett

VP, Principal Analyst serving Application Development & Delivery PROFESSIONALS

Kate serves Application Development & Delivery Professionals. She is a leading expert on customer relationship management (CRM) and customer service strategies, maturity, benchmarking, governance, and ROI. She is an accomplished public speaker and frequently presents at industry events such as CRM Evolution. She has been published in The Wall Street Journal, Forbes magazine, and industry publications such as CRM Magazine, KM World, and Destination CRM.

Previous Work Experience

Kate has extensive industry experience, with more than 10 years of leadership at CRM and customer service software companies, where she held senior product marketing and product management roles. She is also a published author on customer service trends and best practices.

Education

Kate earned a Bachelor of Science from the University of Toronto and a Master of Science from the University of Pennsylvania.

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143 results in Reports

  • Marketing Methods
  • Past 18 months
  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: Scotiabank Boosts Sales With Targeted Mobile Cross-Selling

    The Bank Has Employed Mobile Messaging, Targeted Offers, And Prefilled Forms To Deepen Relationships With Customers

    Mobile is the new battleground in Canadian retail banking. In 2013, digital executives at The Bank of Nova Scotia — commonly referred to as Scotiabank — looked at the state of mobile...

    • Downloads: 249
  • For CMO Professionals

    Report:Telecom Brands Are Not Connecting

    Technographics® TRUE Brand Compass: Telecom

    Customers' dissatisfaction with telecom providers is well documented. These firms are known for frustrating customers with confusing programming bundles, poor customer service, and opaque pricing....

    • Downloads: 371
  • For B2C Marketing Professionals

    Report:Navigate The Complex Customer Loyalty Ecosystem

    Tools And Technology: The Customer Loyalty Playbook

    Are you among the many business-to-consumer (B2C) marketers who are trying to boost customer loyalty but confused by the number of vendors offering loyalty solutions? The escalating importance of...

    • Downloads: 3183
  • For B2C Marketing Professionals

    Report:Three Must-Haves For Loyalty Strategy Success

    Successful loyalty strategies boost customer retention, engagement, and the bottom line. But today, many companies fail because they haven't established the foundation they need to build basic...

    • Downloads: 1349
  • For B2C Marketing Professionals

    Report:Brief: What Marketers Should Take Away From Mobile World Congress 2015

    This year's Mobile World Congress (MWC) in Barcelona brought together 90,000 attendees, including 4,500 CEOs and a growing number of CMOs and marketing leaders. Of course, MWC isn't SXSW or ad:tech;...

    • Downloads: 216
  • For B2B Marketing Professionals

    Report:B2B Marketers Must Step Up To Message Management

    A Strategic Messaging Architecture Helps Marketing And Sales Stimulate, Sustain, And Scale Consistent Communication

    Savvy business-to-business (B2B) marketing leaders know that contextual, relevant content helps their company connect with customers through all the stages of the customer life cycle. But...

    • Downloads: 369
  • For B2C Marketing Professionals

    Report:Make Sense Of Customer Loyalty Measurement

    Performance Management: The Customer Loyalty Playbook

    Do you know how loyal your customers are? Loyalty means different things to different organizations, and effectively measuring customer loyalty remains a road less traveled by many firms. This report...

    • Downloads: 1716
  • For Customer Insights Professionals

    Report:The Forrester Wave™: Customer Loyalty Solutions For Midsize Organizations, Q1 2016

    The Seven Providers That Matter Most And How They Stack Up

    In this Forrester Wave™ evaluation of customer loyalty solutions for midsize organizations, we identified the seven most significant customer loyalty solutions — 500friends, a Merkle...

    • Downloads: 243
  • For Customer Insights Professionals

    Report:Brief: Measure Your Mobile Marketing Performance

    Successful Chinese Firms Match Customers' Activities Across Mobile Campaigns

    Mobile has become the most powerful channel for customer engagement and commerce in China; spending on mobile advertising is rising far faster than ad purchases on traditional media. Chinese...

    • Downloads: 64
  • For B2B Marketing Professionals

    Report:The 15 New Rules For Cracking The SMB Market

    SMBs' Knowledge Assimilation Requires New Go-To-Market Approaches For Tech And Financial Services

    As large as the small and medium-size business (SMB) market is, both in terms of sheer numbers and IT and business services spend, only a handful of tech vendors, financial services companies, and...

    • Downloads: 274
  • For B2C Marketing Professionals

    Report:Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    Business Case: The Mobile Marketing Playbook

    Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong...

    • Downloads: 908
  • For B2B Marketing Professionals

    Report:Measure These Five Things To Continuously Improve Revenue Performance

    Continuous Improvement: The Lead-To-Revenue Playbook

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to improve the L2RM process requires...

    • Downloads: 813
  • For B2B Marketing Professionals

    Report:Use Third-Party Content To Attract And Persuade Elusive B2B Buyers

    Decision-Makers Prefer Neutral Expertise And Data When Selecting Technology Solutions

    What you have to say to business buyers is more important than where you choose to say it. Content that is credible, objective, and trustworthy fits the bill, but only if marketers use qualified...

    • Downloads: 117
  • For B2C Marketing Professionals

    Report:Don't Confuse Media-Led And Customer-Led Content Marketing

    Two Types Of Content Marketing Are Emerging: One That Supports Brand Advertising Goals And One That Supports Direct Response Ones

    As marketers ramp up their investments in content marketing, it's time to stop talking about a monolithic idea of "content marketing." Forrester identifies two distinct types of content marketing: a...

    • Downloads: 200
  • For B2C Marketing Professionals

    Report:Brief: Marketing And Media Efficiency Outcomes Drive Content Marketing

    Budgets For Content Marketing Are Growing But Not For The Reasons You Think

    To most technology vendors, agencies, publishers, and bloggers, content marketing's all about businesses generating relevant traffic to their websites and then turning that net new traffic into...

    • Downloads: 116
  • For eBusiness & Channel Strategy Professionals

    Report:Customer Advocacy 2015: Drive Cross-Sell And Loyalty By Focusing On Advocacy

    US Customers Rate Their Banks, Credit Card Providers, Insurers, And Wealth Management Firms On Advocacy And Future Purchase Intent

    For 12 years, Forrester has shown that customer advocacy — the perception on the part of customers that a firm does what's best for them, not just what's best for the firm's own bottom line — is the...

    • Downloads: 373
  • For Customer Experience Professionals

    Report:The US Customer Experience Index, Q1 2015

    Benchmarking The US Brands That Create The Most Loyalty With Their Customer Experience

    Three-quarters of companies want to improve their customer experience (CX) in 2015. Forrester's first US Customer Experience Index (CX Index™) benchmark of 2015 sets the baseline that will tell...

    • Downloads: 1420
  • For Customer Experience Professionals

    Report:How Customer Experience Drives Revenue: A New And Improved Look

    How CX Professionals Can Make The Case For CX

    Customer experience (CX) professionals who want to drive CX transformation need to show how CX drives business outcomes. Forrester's new Customer Experience Index (CX Index™) framework helps CX...

    • Downloads: 628
  • For B2B Marketing Professionals

    Report:Lead-To-Revenue Management Is Not Demand Generation On Steroids

    Landscape: The Lead-To-Revenue Playbook

    After bagging impressive early wins, lead-to-revenue management (L2RM) pioneers find it hard to sustain ongoing improvement. To learn why L2RM initiatives hit the wall, we analyzed 200 inquiries that...

    • Downloads: 405
  • For B2B Marketing Professionals

    Report:Automate Your End-To-End L2RM Process

    Tools And Technology: The Lead-To-Revenue Playbook

    Myriad marketing automation vendors are vying to claim leadership in providing the software platforms to automate the lead-to-revenue management (L2RM) process. These vendors are integrating...

    • Downloads: 928
  • For B2C Marketing Professionals

    Report:How To Re-Energize Your Branded Content

    Continuous Improvement: The Content Marketing Playbook

    The bar for content quality — whether it's from a brand or a publisher — is continually rising. Marketers' best and only real route to nailing customers' expectations is to embrace an...

    • Downloads: 184
  • For B2C Marketing Professionals

    Report:Balance User Needs With Business Goals

    Strategic Plan: The Email Marketing Playbook

    This report articulates a strategic plan for how marketing leaders can improve their email programs today and create humanized, integrated messages in the future. We recommend that marketers build...

    • Downloads: 716
  • For CMO Professionals

    Report:The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

    Forrester's customer life cycle provides a better model for modern marketing, as it places the customer at the center of the effort and forces marketing to plan messages and actions that it bases on...

    • Downloads: 2143
  • For B2B Marketing Professionals

    Report:Apply The Hawthorne Effect For Continuous Improvement

    Regularly Change How You Measure And Reward Partners

    In this time of high demand and constrained supply of channel partners, partner loyalty can be difficult to maintain, much less improve. Many channel professionals, in an attempt to buy partners'...

    • Downloads: 94
  • For Customer Insights Professionals

    Report:The Loyalty Program Participant Profile

    Landscape: The Customer Loyalty Playbook

    Consumers have a healthy appetite for loyalty programs and are drawn in by discounts and savings. But consumers aren't necessarily just interested in the cold hard cash. Loyalty program members also...

    • Downloads: 2048