Introducing The Forrester Customer Engagement Model

January 1st, 2018

Lisa Nakano

Summary

Most B2B organizations do not realize their potential when it comes to post-sale customer engagement. The post-sale customer journey can seem endless and confusing without a way to connect and measure the elements of customer engagement. To justify continued investments in customer engagement, organizations must be able to quantify its impact on the overall business. This report introduces the Forrester Customer Engagement Model, a scoring methodology that measures four drivers — growth, advocacy, retention, and activity — to track how well an organization supports customers after they buy.

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