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  • Report Scale Your Experience Design Practice

    Intermediate Level: Design Practices For CX Transformation
    April 16, 2021 | Gina Bhawalkar, Andrew Hogan

    This report about experience design (XD) — one of the six competencies of customer experience (CX) — is for XD leaders who have established a solid practice, so their companies already follow an...

  • Report Evolve Your Experience Design Practice

    Advanced Level: Design Practices For CX Transformation
    April 16, 2021 | Gina Bhawalkar, Andrew Hogan

    This report about experience design (XD) — one of the six competencies of customer experience (CX) — is for XD leaders who have scaled up their practice, so their companies: 1) follow an effective...

  • Report Establish Your Experience Design Practice

    Beginner Level: Design Practices For CX Transformation
    April 16, 2021 | Gina Bhawalkar, Andrew Hogan

    This report about experience design (XD) — one of the six competencies of customer experience (CX) — is for CX transformation leaders whose companies don't yet follow an effective and documented...

  • Report Advance Your Approach To Customer Loyalty

    Assessment: The Customer Loyalty Playbook
    April 14, 2021 | Mary Pilecki, Emily Collins

    If you're serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires strategic alignment, deliberate planning,...

  • Report Q&A: Demystify The Intersection Of Martech, Privacy, And Consent

    Tools And Technology: The Customer Trust And Privacy Playbook
    April 8, 2021 | Stephanie Liu, Joe Stanhope

    Marketing technology (martech) has moved to the front lines of privacy management as marketers collect more consumer data and deliver more interactions in a rapidly evolving regulatory landscape....

  • Report US Market Forecast: Mobile Engagement Automation

    Mobile Messaging Usage And Revenue Expanded During The Pandemic
    April 8, 2021 | Julie Ask

    Forrester forecasts that spend on mobile engagement automation (MEA) in the United States will top $1.2 billion in 2020, with a projected growth rate of 27% over the next three years. This report...

  • Report The Forrester Wave™: Loyalty Solutions, Q2 2021

    The 14 Providers That Matter Most And How They Stack Up
    April 5, 2021 | Mary Pilecki, Emily Collins

    In our 28-criterion evaluation of loyalty solutions providers, we identified the 14 most significant ones — Annex Cloud, Bond Brand Loyalty, Brierley, Cheetah Digital, Clarus Commerce, Comarch,...

  • Report Now Tech: Social Suites, Q1 2021

    Forrester's Overview Of 15 Social Suite Providers
    March 25, 2021 | Jessica Liu, Sarah Dawson

    You can use social suites to consolidate many of your social media needs into a single cohesive platform that integrates into a broader enterprise technology ecosystem. But to realize these...

  • Report Future Fit Technology Strategies Require A New Approach To Making Investment Decisions

    Business Case: The IT Transformation Playbook
    March 16, 2021 | Duncan Jones

    Traditional accounting-driven business cases are an obstacle to future fit technology strategies. They favor safe cost reduction over risky creativity and undervalue adaptiveness and resilience....

  • Report Gauge Your IT Maturity To Chart Your Transformational Technology Course

    Assessment: The IT Transformation Playbook
    March 12, 2021 | Bobby Cameron

    The age of the customer sets the context for technology-based transformation. But what specific steps will help you harness customer insights and a future fit technology strategy to win, serve, and...

  • Report Advance Your CX Prioritization With Forrester's Modeling Tool

    Advanced Level: Prioritization Practices For CX Transformation
    March 12, 2021 | Judy Weader

    Advanced customer experience (CX) prioritization practices use complex models with multiple granular inputs that are weighted and scored to triangulate to the decision of which items to do and in...

  • Report Build Integrated Technology Platforms To Accelerate Growth And Agility

    Intermediate Level: Technology Practices For IT Transformation

    Technology leaders in the intermediate phase of IT transformation must help their firms consistently engage customers along every step of their journeys and constantly adapt and grow with their...

  • Report The State Of IT Maturity, 2020 — On The Path To A Future Fit Technology Strategy

    The Benchmark Report In The IT Transformation Playbook
    March 9, 2021 | Bobby Cameron

    Forrester surveyed more than 12,000 global business and technology decision-makers with influence over technology purchases to better understand what mature technology leaders are doing to meet...

  • Report Reset Technology Governance To Innovate And Drive Value

    Beginner Level: Tech Governance Practices For IT Transformation
    March 8, 2021 | Bobby Cameron

    To deliver a future fit tech strategy in the service of customer obsession, tech leaders must develop a solid foundation for technology governance. Tech governance — the policies, frameworks, and...

  • Report Evolve Your Culture Work Practice

    Advanced Level: Culture Practices For CX Transformation
    March 5, 2021 | Angelina Gennis

    This report about culture work — one of the six competencies of customer experience (CX) — is for CX transformation leaders whose companies: 1) follow an effective and documented process for how to...

  • Report Establish Your Culture Work Practice

    Beginner Level: Culture Practices For CX Transformation
    March 5, 2021 | Angelina Gennis

    This report about culture work — one of the six competencies of customer experience (CX) — is for CX transformation leaders whose companies don't yet follow an effective and documented process for...

  • Report Scale Your Culture Work Practice

    Intermediate Level: Culture Practices For CX Transformation
    March 5, 2021 | Angelina Gennis

    This report about culture work — one of the six competencies of customer experience (CX) — is for CX transformation leaders whose companies already follow an effective and documented process for...

  • Report Adopt Agile, End-To-End Technology Governance

    Intermediate Level: Tech Governance Practices For IT Transformation
    March 5, 2021 | Bobby Cameron

    Firms require agile, end-to-end tech governance to meet the needs of an ever-changing business model. This new governance model must focus on speed, responsiveness, business value delivery, and...

  • Report Q&A: The Marketer's Guide To SMS

    So You Want To Set Up An SMS Marketing Program. Here's What B2C Marketers Should Know
    March 3, 2021 | Stephanie Liu

    SMS offers opportunities for B2C marketers to communicate directly with customers in a highly engaging format. However, it's also a unique message format that requires additional consideration...

  • Report Research Overview: Marketing, CX And Design, And Digital Transformation Services

    A Guide To Forrester's Marketing, CX, And Digital Transformation Services Research
    March 3, 2021 | Collin Colburn

    Buyers of marketing, customer experience (CX), and digital transformation services face a complex landscape. Many agencies or service providers in this space position themselves as a one-stop shop...

  • Report Gauge Your CX Management Maturity

    The Assessment Report In The CX Transformation Playbook
    March 1, 2021 | Rick Parrish

    Customer experience (CX) transformations require a methodical approach that ensures thousands of people can work together to consistently produce the right experiences across scores of channels....

  • 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 Deploy These Three Change Agent Personas To Drive More Decision-Making From Data

    Intermediate Level: People Practices For Insights-Driven Businesses
    February 26, 2021 | Cinny Little

    Customer insights (CI) pros, along with all business and operations areas, struggle to drive more decision-making that matters from data and insights. To remain competitive, firms must accelerate...

  • Report Evolve Data And Analytics Roles And Skills For The Adaptive Enterprise

    Advanced Level: People Practices For Insights-Driven Businesses
    February 26, 2021 | Boris Evelson, Cinny Little

    Insights-driven businesses (IDBs) must continuously build and improve on five competencies: strategy, people, process, data, and technology. Weaknesses and gaps in any one of the competencies —...

  • Report How To Establish A CX Measurement Program

    Beginner Level: Measurement Practices For CX Transformation
    February 25, 2021 | Faith Adams, Maxie Schmidt-Subramanian

    Customer experience (CX) transformation requires companies to quantify experience quality and its link to the organization's overall metrics. To do this, CX leaders must establish robust...

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