Trends Report

Pivot Your Customer Analytics Approach To Detect Behavioral Changes During The COVID-19 Pandemic

April 2nd, 2020

Summary

To shift your customer analytics efforts in light of COVID-19, emphasize digital data ingestion, drive cross-team alignment on understanding new customer journeys, and seek help with do-it-for-me customer analytics tools. Reprioritize your customer analytics efforts to focus on journey-based methods, refresh your propensity and churn predictive models, and adopt text and speech analytics to listen more to your customers.

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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.