Best Practice Report

The CMO’s Guide To Operationalizing Customer Engagement

January 1st, 2018

Summary

Customer engagement program success requires a clearly defined action plan with change management leadership and communication. Many CMOs are assuming greater responsibility for post-sale customer engagement. Foundational infrastructure must be established to drive readiness and successful customer engagement. Robust measurement dashboards help justify customer engagement investments and drive continuous improvements. In this report, we outline the core elements and considerations required for CMOs to operationalize a robust customer engagement function.

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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.