Best Practice Report

Three Steps To Determine The Right Digital Approach To Customer Engagement

December 3rd, 2018


High-performing organizations take a strategic view of the customer lifecycle, considering the goals and needs of the company and its customers. An optimized customer journey incorporates digital and non-digital interactions that are relevant to specific customer personas. Customer engagement leaders should apply a consistent methodology to identify the best interactions to support each phase of the lifecycle.

B2B customer engagement leaders who wish to create scalable, reliable and customer-centric interactions must identify what customers need and want during each phase of the post-sale lifecycle. When digital and non-digital interactions aren’t coordinated, customers may be confused by mixed messages, overcommunication and irrelevant interactions. In this report, we define three sets of best practices for establishing a digital approach to customer engagement that aligns with customers’ needs and expectations as well as the full range of customer interactions.

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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.