Search Results

• 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 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 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 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 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 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 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 How To Build Your Company's Customer Obsession Strategy

  Audit Your Current Ops Against Your Future Vision To Know What To Change

  January 31, 2020 | Shar VanBoskirk

  Most firms aren't yet customer obsessed, but that's not because they don't understand the concept. (We've been writing about it for 10+ years!) Leaders don't know how to operationalize customer...

• Report Use Personalization To Drive Loyalty And Customer Obsession

  January 28, 2020 | Emily Collins

  The personalization imperative for loyalty is clear: Companies that can't meet customer expectations for relevance and value risk losing their customers to brands that can deliver. But it's hard to...

• Report Embrace Innovative Marketing

  Executive Overview Of The Marketing Innovation Playbook

  November 26, 2019 | Melissa Parrish

  Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that...

• Report The Future Of Omnichannel Advertising Must Be Customer Obsessed

  November 8, 2019 | Joanna O'Connell, Susan Bidel

  Advertising is a decades-old revenue engine for brands, but it's gone off the rails in an era of data and technology obsession. Little understanding of consumer ad sentiment and too much short-term...

• Report Operating A Customer-Obsessed Enterprise

  Know What To Pivot At Your Firm

  September 12, 2019 | Shar VanBoskirk

  Eight years into the age of the customer, just 15% of enterprises are customer obsessed. Our research finds that executives agree with the idea of customer obsession — they just struggle to put it...

• Report Forrester Infographic: B2B Budgets Bank On Programs And Tech

  May 2, 2019 | Laura Ramos, Meredith Cain

  Large B2B companies spend, on average, about 7% of annual revenues on marketing programs, technology, market research, and data services. As proportionately more of the marketing budget shifts away...

• Report The 2020 Leader

  You Can't Give What You Don't Have

  April 24, 2019 | James McQuivey, PhD

  Achieving customer obsession makes your company better in every way, but customer obsession doesn't happen on its own. It requires leadership that puts the customer at the center of your...

• Report How To Increase Your Firm's Appetite For Customer Understanding

  Lay The Groundwork For A Modern Research Practice

  April 1, 2019 | Kelly Price

  Customer experience (CX) pros know that customer understanding is crucial for creating successful experiences but often lack the buy-in they need from their colleagues to do the research required....