Best Practice Report

Aligning Operational And Customer-Facing Functions To Improve Customer Engagement

February 9th, 2021


Many B2B organizations have an incomplete picture of their post-sale customer journey due to misaligned operational functions and customer-facing teams. Antiquated operational systems don’t support modern needs for customer-centricity and data-informed customer actions. Despite common challenges, organizations must develop a closed-loop system to connect operational functions and customer engagement.

To avoid a potential disaster, B2B organizations must be able to see the critical drivers of the customer relationship whether they are owned by customer-facing or operational functions. Successful customer engagement depends on strong customer-facing and back-office technologies that work together to help the customer. In this report, we outline how customer engagement leaders should assess the ability of operational systems and processes to foster customer-centricity and best practices for alignment between customer-facing front-office applications and the back-office technologies and teams that support them.

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This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.