Best Practice Report

Capturing Feedback Across The Postsale Customer Lifecycle

June 26th, 2023
With contributors:
Dave Frankland , Lisa Nakano , Alesia Garrett , Ellen Lind


Organizations can apply various techniques to gather feedback and insights from B2B customers. Many organizations focus this effort on fixing problems with customer satisfaction, loyalty, retention, or other pressing issues. As a result, they miss the opportunity to use customer feedback for innovation in products, services, processes, and strategy. In this report, we introduce the Forrester Customer Insights For Innovation Framework, which helps organizations leverage customer feedback tactics and approaches to fuel innovation.

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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.