Planning Guide Report

Customer Engagement: Planning Assumptions 2021

September 18th, 2020


One of the adjustments B2B organizations have needed to make to stay afloat in the global health crisis is increasing their focus on keeping their existing customers. Listening to customers through explicit and implicit feedback enables organizations to refine and reinforce the interactions that are most beneficial for customers and the company. In this report, we define five trends that will affect the priorities of customer marketing, customer success, and customer experience leaders and practitioners in 2021.

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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.