Model Overview Report

The Forrester Customer Engagement Range Of Responsibilities Model

January 1st, 2018
Lisa Nakano, null
Lisa Nakano

Summary

A B2B organization’s customer engagement function has multiple responsibilities that are critical to achieving business goals, including advocating for every customer, and ensuring they have an optimal post-sale experience. Organizations focused on delivering and documenting value to existing customers can expect to see improvement in engagement, resulting in improved retention and growth from the existing customer base. In this report, we introduce the Forrester Customer Engagement Range Of Responsibilities Model, which defines the roles and responsibilities of customer engagement across three disciplines: customer experience, customer marketing, and customer success.

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