Planning Guide Report

Customer Engagement: Planning Assumptions 2020

August 2nd, 2019
Lisa Nakano, null
Lisa Nakano


In B2B, a common fallacy leads organizations to believe that the only path to success focuses on acquiring new business, but the reality is that investing in customer engagement, retention, and growth establishes a better path to growth. Many forces are causing B2B leaders to reevaluate how to prepare for the future, which often warrants an in-depth analysis of customer behavior and resource allocation. Though making these changes may not be easy, they are delivering an era of incredible opportunity for organizations that learn to navigate and thrive in the new environment. In this report, we describe five trends that customer engagement leaders should incorporate into their planning for 2020.

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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.