Best Practice Report

Customer Insights For Customer Success And Customer Marketing

January 1st, 2018

Summary

Customer success and customer marketing play critical roles in securing, retaining and growing B2B customer relationships. Organizations that effectively source and utilize customer insights are better equipped to manage their customer relationships. Businesses should use a formal, organized approach to help customer marketing and customer success teams evaluate how insights can support the customer lifecycle. In this report, we introduce a framework to help customer success and customer marketing teams source and use quantitative and qualitative insights to support customer needs and achieve organizational goals across the four phases of the customer lifecycle.

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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.