Decision Tool

The Forrester Customer Engagement Model Tool

February 19th, 2019
Lisa Nakano, null
Lisa Nakano


The Forrester Customer Engagement Model Tool enables customer engagement leaders to analyze performance and understand gaps in four key customer engagement drivers: growth, advocacy, retention, and activity. The tool allows users to evaluate their level of growth, advocacy, retention, and activity by measuring three or four indicators for each driver to calculate normalized scores. Organizations can use the overall customer engagement score as well as the scores for the four drivers as an internal baseline to track progress and can compare them to benchmark data from peer organizations.

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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.