Capturing Feedback Across The Postsale Customer Lifecycle

June 26th, 2023

With contributors:

Dave Frankland , Lisa Nakano , Alesia Garrett , Ellen Lind

Summary

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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