Even as B2B customer success (CS) continues to elevate its strategic role in customer retention and growth, it is also recognized as influential in purchase decisions. In Forrester’s Buyers’ Journey Survey, 2024, business buyers selected from a range of personal and self-guided touchpoints that influenced their purchase decision, identifying interactions that were, or that they think will be, meaningful. The third most commonly cited personal interaction was with CS — behind only product experts and sales. This reflects CS’s critical role in driving customers toward value realization. This is a snapshot of Forrester’s data on the buying journey of global business buyers, with more than half from enterprises.