Summary
During our recent customer engagement agency (CEA) Forrester Wave™, we surveyed more than 100 CEA clients to understand their choice of vendors and the quality of the relationships. We found that, while clients that choose to retain a CEA tend to have a stated mission to become "customer obsessed," they still struggle with the practical requirements of doing so. As a result, emerging CEAs can mature only as fast as their clients can keep up and must earn the right to take on the strategic role they covet by improving their business acumen and thought leadership.
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