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The Customer Analytics Playbook For 2021

Turn Data Into Insights With Customer Analytics

The scale and diversity of customer data provide rich new sources of insight that let firms engage with customers in new ways. Today's customer analytics practitioners are no longer data geeks...

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  • Report Forrester Infographic: Use RTIM To Personalize Customer Experiences

    May 28, 2021 | Rusty Warner

    Marketing campaigns often fail because they misalign product sales with customer experience (CX) expectations. Real-time interaction management (RTIM) enables B2C marketers to reboot...

  • Report Everyone Benefits When Data Ethics And Diversity, Equity, And Inclusion (DEI) Converge

    May 20, 2021 | Fatemeh Khatibloo, Nick Monroe

    Data ethics and diversity, equity, and inclusion (DEI) are increasingly critical issues for organizations. In research conducted for our Forrester Wave™ evaluation of customer database and...

  • Report Illuminate The Customer Experience With Customer Insights

    Insights-Driven CX Leaders Collect And Analyze Data For Customer Insights
    May 6, 2021 | Brandon Purcell

    To become customer obsessed, a company must understand how its customers behave, what motivates them, and how they feel about their experiences. Today, many companies approach these individual...

  • Report Now Tech: Customer Analytics Service Providers, Q2 2021

    Forrester's Overview Of 40 Customer Analytics Service Providers
    April 20, 2021 | Brandon Purcell

    You can use customer analytics service providers to solidify your customer data foundation, build and deploy analytical models, and embed insights into customer experiences. But to realize these...

  • Report The Forrester Tech Tide™: Customer Insights Methods, Q2 2021

    Twenty Customer Insights Analysis Methods That Help Insights-Driven CX Leaders Understand Their Customers
    April 14, 2021 | Srividya Sridharan

    Customer insights are a crucial ingredient to customer experience (CX) success. To get deeper into customer behaviors, motivations, and attitudes, CX leaders in partnership with their customer...

  • Report Cast A Wide Behavioral Data Net To Fuel AI-Powered B2B Marketing

    Pay More Attention To What Your Prospects Do Than To What They Say
    March 30, 2021 | Steven Casey

    AI has quickly progressed from a promising enabling technology found in a few B2B applications to a staple of modern marketing technology (martech). To succeed with AI-powered marketing, B2B...

  • Report Postsale Immersion Boosts Marketing Empathy

    March 26, 2021 | Laura Ramos

    Today's B2B marketers say they understand their audiences but often lack empathy for their real concerns and motivations. This report outlines four approaches marketers and customer-facing staff...

  • Report The State Of Chat In Retail, 2021

    Consumers Use Chat For Customer Support, Including Prepurchase Support, But Not For Commerce
    March 23, 2021 | Julie Ask, Nicole Murgia

    As consumers increasingly opt to engage with retailers and brands via chat, firms must ensure that customer experiences are efficient, effective, and effortless. Digital business pros have used...

  • Report The State Of Customer Analytics 2020

    Landscape: The Customer Analytics Playbook
    March 11, 2021 | Brandon Purcell

    In this annual report update, we share key data so customer insights (CI) pros can benchmark to plan their capabilities. Compared with our 2019 benchmarks, we see firms adopting more analytical...

  • Report The Forrester Tech Tide™: Extended CRM Technologies, Q1 2021

    Twenty Technologies Underpin CRM
    March 9, 2021 | Kate Leggett

    CRM is increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their CRM performance, companies are evaluating and adopting a range of contributing...

  • Report Gauge Your CRM Maturity

    Assessment: The CRM Playbook
    March 4, 2021 | Kate Leggett

    An explosion of channels, new technologies like artificial intelligence, and demanding consumers challenges organizations to reshape the way that they target, acquire, retain, understand, and...

  • Report The Forrester Tech Tide™: Digital Intelligence Technologies, Q1 2021

    Sixteen Technologies Underpin Digital Intelligence
    March 2, 2021 | James McCormick

    Digital intelligence (DI) practices are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in DI, companies are evaluating and...

  • Report The New Privacy: It's All About Context

    Vision: The Customer Trust And Privacy Playbook
    February 26, 2021 | Fatemeh Khatibloo

    In the age of internet-connected devices, with cameras everywhere and sensors in our most private spaces, privacy is essential for earning and maintaining consumer trust. Context is key —...

  • Report Digital Store Analytics Tech For The New Normal

    Performance Management: The Digital Store Playbook
    February 19, 2021 | James McCormick, Scott Compton

    A new crop of emerging technologies, and the solutions they power, will unleash a new cycle of rising expectations from buyers and employees, as well as changing behaviors and disruption. This...

  • Report Now Tech: Voice-Of-The-Customer (VoC) Vendors, Q1 2021

    Forrester's Overview Of 39 VoC Providers
    February 19, 2021 | Faith Adams

    You can use voice-of-the-customer (VoC) tools to collect and analyze customer feedback and data, socialize the information, inform customer experience (CX) improvements, and track the results of...

  • Report Come Together (Right Now) To Deliver The Next Best Experience

    Vision: The Customer Analytics Playbook
    February 12, 2021 | Brandon Purcell

    We're living in the age of the customer, so it's understandable that many companies are striving — and claiming — to be customer obsessed. Yet many still fall short of creating superior customer...

  • Report The Retail E-Commerce Metrics That Matter

    Performance Management: The Retail E-Commerce Playbook
    January 25, 2021 | Sucharita Kodali

    To achieve key business goals such as increasing retail sales, digital business retail executives need to ensure that they have the right metrics in place. These metrics should track customers' use...

  • Report Transform Customer Engagement In These Disruptive Times With A Digital Intelligence Vision

    Vision: The Digital Intelligence Playbook
    January 13, 2021 | James McCormick

    The opportunity to engage customers digitally has never been greater — but so is the cost of failing to meet their expectations. Many digital analytics practices are siloed, tactical, and fixated...

  • Report AI-Driven Experiences At The Speed Of Engagement

    Executive Overview: The Digital Intelligence Playbook
    January 12, 2021 | James McCormick

    Insights-driven businesses have an edge on the rest of us: Their digital intelligence (DI) practices synchronize digital analytics with digital interactions to continuously deliver optimized...

  • Report Now Tech: B2B Marketing Data Providers, Q1 2021

    Forrester's Overview Of 36 B2B Marketing Data Providers
    January 11, 2021 | Steven Casey

    You can use B2B marketing data providers to create personalized and timely account-centric engagement, improve customer marketing, and achieve true customer obsession. But to realize these...

  • Report Determine Your Data's Worth: Data Plus Use Equals Value

    Intermediate Level: Strategy Practices For Insights-Driven Businesses
    January 4, 2021 | Jennifer Belissent, PhD

    As the data economy heats up, the fear of being left behind leaves company execs in a cold sweat. Board members ask about data commercialization strategies, and the question that's top of mind for...

  • Playbook The Digital Intelligence Playbook For 2021

    Data To Experience At The Speed Of Engagement

    Insights-driven businesses have an edge on the rest of us: Their digital intelligence (DI) practices synchronize digital analytics with digital interactions to continuously deliver optimized...

  • Playbook The Customer Analytics Playbook For 2021

    Turn Data Into Insights With Customer Analytics

    The scale and diversity of customer data provide rich new sources of insight that let firms engage with customers in new ways. Today's customer analytics practitioners are no longer data geeks...

  • Webinar Digital Experience Is Part Of Your Job

    December 10, 2020 | Rich Lane

    Digital experience monitoring (DEM) is key to understanding how digital users are interacting with your services. Business users own the digital experience (DX) strategy, but they're beholden to...

  • Webinar Customer Insights Predictions 2021

    December 2, 2020 | Gene Leganza, Faith Adams, Cinny Little

    Forrester has solid data that shows that insights-driven firms outperform their peers, and our year-on-year data shows that advanced firms are widening the gap even further. Why? If 2020 has taught...

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