Search Results

• Report Know Your Social Media Audience In 2021 — And If They Want To Interact With You

  Landscape: The Social Marketing Playbook

  January 29, 2021 | Jessica Liu, Sarah Dawson

  The question B2C marketers should be asking is not whether consumers use social media but how best to use social media to interact with consumers. Forrester's new social consumer segmentation...

• Report Create An Omnichannel Advertising Strategy Centered On Customer Experience

  Executive Overview: The Omnichannel Advertising Playbook

  January 22, 2021 | Joanna O'Connell

  B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying approach...

• Report Research Overview: Emotion

  A Guide To Our Emotion-Related Research

  January 11, 2021 | Jim Nail, Sarah Dawson

  Emotion is the foundation of consumer decisions, but organizations often prioritize hard data over the challenge of understanding emotions. New scientific insights as well as new measuring tools...

• Report Agile Software Leadership Drives Customer-Obsessed Company Success

  Executive Overview: The Agile Software Leadership Playbook

  January 8, 2021 | Chris Gardner, Margo Visitacion

  More than ever before, companies are under pressure to deliver continuous value to their customers, and agile delivery practices have become part of the mainstream as a result. But it's becoming...

• Report Forrester Infographic: Indian Banks Need To Foster Customers’ Financial Well-Being

  December 18, 2020 | Arnav Gupta

  Indian consumers are stressed about their finances — a situation exacerbated by the pandemic. They're anxious about their financial situation and need help managing their money effectively to...

• Report Research Overview: Personalization

  A Guide To Our Personalization-Related Research

  December 11, 2020 | Rusty Warner, David Novitzky

  B2C marketers strive to deliver relevant, personalized customer experiences. But heightened customer expectations, conflicting business goals, overlapping technologies, and execution challenges...

• Report Forrester Infographic: Banks Should Engage High-Energy Consumers With Hybrid Experiences

  December 2, 2020 | Xiaofeng Wang

  Consumer energy is the underlying emotional force that drives consumer desire, readiness, and ability to increase engagement with brands. High-energy consumers are strategic for banks in Singapore,...

• Report A Three-Step Approach To Jump-Starting CX Transformation In Government

  Government Organizations Are Making Inroads But Have A Long Journey Ahead

  August 25, 2020 | Riccardo Pasto

  High-quality customer experience (CX) drives mission success. When government CX improves, customers engage, trust, and forgive; government operations run more smoothly and cost less; and people's...

• Report Q&A: Defining "Customer" At B2B2C Companies

  Insights From A CX North America Panel Discussion

  August 11, 2020 | Judy Weader, Sam Karpinski

  B2B2C companies deliver value to multiple types of customers (including partners — the first "B" — and end consumers), which can make it difficult for them to know the types of customers on which...

• Report Q&A: What Marketers Need To Know About Social Media Consumer Segmentation

  Social User Data Allows Marketers To Build Novel Segments For Uniquely Relevant Insights

  July 22, 2020 | Ryan Skinner

  Social media data, in the form of profiles, connections, likes, shares, and posts, can be the raw material for remarkably relevant marketing. The data serves as a map to consumers' preferences,...

• Report How Ending CX Bonuses Boosted CX Scores And Profitability For Volkswagen Group Australia

  July 21, 2020 | Maxie Schmidt-Subramanian

  Even though paying employees for delivering good customer experience (CX) is a bad idea, many firms still do it. This report for CX professionals shows how Volkswagen Group Australia, a firm in an...

• Report B2C Marketers, Use Reference Models To Accelerate Your Martech Strategy

  Reference Models Provide A Common Language To Help Optimize Martech Investments

  July 20, 2020 | Rusty Warner, Gordon Barnett

  Successfully enabling a customer-obsessed strategy is dependent on well-coordinated marketing technology (martech) investments championed by both marketing and technology executives. To succeed,...

• Report Predictions 2020: India

  Value-Driven Firms In India Will Win In The Post-Pandemic World

  May 7, 2020 | Amit Bhatia, Arnav Gupta, Satish Meena

  At the start of 2020, business across the globe was humming. Then, COVID-19 blew up around the world — and things changed fast. As the situation evolves, how will Indian firms react? In the...

• Report Forrester Infographic: The State Of Financial Well-Being In Italy, 2020

  May 4, 2020 | Aurelie L'Hostis, Luis Deya

  Italian consumers face multiple financial challenges and are worried about their financial situation. This Forrester infographic provides an overview of the state of financial well-being in Italy....

• Report Forrester Infographic: The State Of Financial Well-Being In France, 2020

  April 30, 2020 | Aurelie L'Hostis, Luis Deya

  French consumers face multiple financial challenges and are worried about their financial situation. This Forrester infographic provides an overview of the state of financial well-being in France....

• Report Forrester Infographic: The State Of Financial Well-Being In Canada, 2020

  April 28, 2020 | Aurelie L'Hostis, Luis Deya

  Canadian consumers face multiple financial challenges and are worried about their financial situation. This Forrester infographic provides an overview of the state of financial well-being in...

• Report Forrester Infographic: The State Of Financial Well-Being In The US, 2020

  April 27, 2020 | Aurelie L'Hostis, Luis Deya

  US consumers face multiple financial challenges and are worried about their financial situation. This Forrester infographic provides an overview of the state of financial well-being in the US....

• Report How 29 Companies Adjusted Policies To Help Customers During The COVID-19 Outbreak

  Creating New Standard Operating Practices For Business As Unusual

  April 21, 2020 | Judy Weader, Rick Parrish

  Crisis reveals character. Right now, businesses are showing their character as they respond to unprecedented change in near real time. As governments order whole sectors to shut down, customer...

• Report Lessons In Customer Acquisition: Learn From DTC Disruptors' Consideration Strategies

  DTCs Establish Credible Differentiation Rapidly With Social Proof, Design, Trials, And Email

  April 10, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations (and wallets) of a new generation of consumers, often for entirely novel product or service categories....

• Report Video: How To Find Your Value-For-Customer Sweet Spot

  Use This Exercise To Find The Differentiating Blend Of Value Dimensions That Matches Your Target Customers' Needs

  March 30, 2020 | Maxie Schmidt-Subramanian, Shar VanBoskirk, Su Doyle

  Even if you think about "value for customer" the right way, you must still find the sweet spot in which you uniquely help your most important target customers create value. To help you do that,...

• Report The Forrester Wave™: Global Omnichannel Customer Service Outsourcers, Q1 2020

  The 10 Providers That Matter Most And How They Stack Up

  March 11, 2020 | Ian Jacobs

  In our 29-criterion evaluation of global omnichannel customer service outsourcing providers, we identified the 10 most significant ones — Alorica, Atento, Concentrix, Conduent, Sitel, Sutherland,...

• Report A Guide To Surviving And Thriving In The B2B Marketing Renaissance

  Executive Overview: The B2B Marketing Playbook

  March 9, 2020 | Lori Wizdo

  Dramatic changes in buyers' behavior, digitally disruptive business models, and fast-paced technology evolution have changed the business landscape to such a great extent that B2B marketing is now...

• Report Lessons In Customer Acquisition: Learn From DTC Disruptors' Awareness Strategies

  DTCs Move Customers Quickly From Discover To Buy

  February 28, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations of a new generation of consumers, creating new markets, and opening the M&A wallets of much larger...

• Report Evaluate Your Enterprise Marketing Technology Maturity To Enable Martech Planning

  Assessment: The Enterprise Marketing Technology Playbook

  February 25, 2020 | Joe Stanhope, Rusty Warner

  Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. B2C marketing professionals tasked with planning and defining enterprise marketing...

• Report Research Overview: Lead-To-Revenue Marketing

  A Guide For Leveraging L2RM For Marketing Transformation

  February 10, 2020 | Lori Wizdo

  Lead-to-revenue (L2R) marketing is a business process for marketers — both business and consumer marketers — who must power up new marketing processes to achieve customer acquisition, customer...