Trends Report

Navigating The 2023 Downturn: B2C Marketing Executives

Make Brand Experience (BX) The Top Priority In All Scenario Plans

January 26th, 2023
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
With contributors:
Keith Johnston , Eric Epstein , Jay Pattisall , Jen Sanning , Shynise McElveen , Peter Harrison

Summary

You’ve made it to 2023. It’s an adventure that’s just getting started as the veil of uncertainty has you mired in constant scenario planning. But promise us this: As you reprioritize your business objectives in response to fluctuating market signals, keep “improving the brand experience” at the top. Why? Data from Forrester’s Customer Experience Index (CX Index™) shows that the average CX Index score declined in 2022 for the first time in four years. Since all customer experiences are brand experiences, all eyes are on the CMO: Consumers demand better from brands this year. This report provides specific recommendations to help B2C marketing executives navigate 2023 with a BX-first mindset.

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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.