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  • Customer Advocacy

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  • For Customer Experience Professionals

    Report

    Report Drive Business Growth With Great Customer Experience, 2017

    The Upside Of Investing In CX For 17 Industries

    Many customer experience (CX) pros find it hard to show the connection between improving CX and making a business impact. That's why Forrester built models that demonstrate how CX improvements...

  • For B2B Marketing Professionals

    Report

    Report Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer

    Vision: The B2B Marketing Playbook
    October 5, 2017 | Laura Ramos

    Today's B2B marketers say they understand customers but often lack empathy for buyers' real motivations — and the trials they face during the purchase journey. Based on research that examines the...

  • For Customer Experience Professionals

    Report

    Report The Canada Customer Experience Index, 2017

    How Brands Build Loyalty With The Quality Of Their Experience
    August 28, 2017 | Rick Parrish

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 192 brands across 18 industries in the Canada CX Index...

  • For B2C Marketing Professionals

    Report

    Report Executive Q&A: Make The Most Of Your Loyal Advocates

    Continuous Improvement: The Customer Loyalty Playbook
    June 20, 2017 | Emily Collins

    One of the purported benefits of loyal customers is that they recommend you to friends and family — and recommendations and referrals are great ways to acquire qualified prospects who are more...

  • For B2B Marketing Professionals

    Report

    Report The Top Emerging Technologies For B2B Marketers

    Eleven Technologies To Future-Proof Your Customer-Obsessed Marketing Strategy
    April 6, 2017 | Steven Casey, Mary Pilecki

    A new crop of emerging technologies and the solutions that they power stand poised to unleash a new cycle of rising expectations from buyers, changing behaviors, and disruption. Stakes are high....

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy 2016: Drive Cross-Sell And Loyalty By Focusing On Advocacy

    US Customers Rate Their Banks, Credit Card Providers, Insurers, And Wealth Management Firms On Advocacy And Future Purchase Intent
    January 27, 2017 | Alyson Clarke

    Forrester has shown that customer advocacy — customers' perception that a firm does what's best for them, not just what's best for the firm's own bottom line — is the key driver of loyalty and...

  • For Customer Experience Professionals

    Report

    Report Drive Revenue With Great Customer Experience, 2017

    Many customer experience (CX) pros find it hard to show the connection between improving CX and growing revenue. That's why Forrester built models that demonstrate how CX improvements drive revenue...

  • For B2B Marketing Professionals

    Report

    Report Turn B2B Customer Goodwill Into Gold

    Use Four Advocate Marketing Personalities To Set Your Advocacy Strategy And Deliver Positive Outcomes
    August 16, 2016 | Laura Ramos

    Creating siloed customer advocacy programs to tactically address demands for references, evidence, and feedback ends up confusing customers, burning them out, or creating less-than-ideal...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy 2015: Drive Cross-Sell And Loyalty By Focusing On Advocacy

    US Customers Rate Their Banks, Credit Card Providers, Insurers, And Wealth Management Firms On Advocacy And Future Purchase Intent
    January 14, 2016 | Alyson Clarke

    For 12 years, Forrester has shown that customer advocacy — the perception on the part of customers that a firm does what's best for them, not just what's best for the firm's own bottom line — is...

  • For B2B Marketing Professionals

    Report

    Report Establish Your B2B Advocate Marketing Goals Before Choosing Tech Suppliers

    Specialized Offerings Help Scale And Unify Engagement Programs
    November 18, 2015 | Laura Ramos

    Specialist technology and service providers offer advocate marketing solutions aimed at encouraging your customers and employees to endorse your business brand and share experiences. While they...

  • For Customer Experience Professionals

    Report

    Report The Customer Emotions Driving CX Success

    A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data
    October 22, 2015 | Anjali Lai

    Appealing to emotion is key to building superior customer experiences; however, emotion also poses new challenges in customer understanding. We used Forrester's Technographics 360 approach,...

  • For B2B Marketing Professionals

    Report

    Report Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime

    Focus On People, Not Companies, To Increase Advocate Engagement
    September 28, 2015 | Laura Ramos

    Word of mouth and peer testimony are powerful business-to-business (B2B) marketing tools, with social, mobile, and the steady move to subscription-based business models making advocacy all the more...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy 2014: How US Consumers Rate Their Financial Institutions

    Customers Rate Their Banks, Credit Card Providers, Insurers, And Investment Firms
    December 4, 2014 | Bill Doyle

    The traditional competitive barriers in retail financial services are crumbling. Digital touchpoints render branch distribution strength impotent. Digital technologies are cheaper and easier to...

  • For B2B Marketing Professionals

    Report

    Report Tip The Balance From Reference Customers To Advocates

    Capture Buyer Satisfaction And Enthusiasm Earlier
    February 5, 2014 | Peter O'Neill

    Most business-to-business (B2B) marketing budgets have a significant and recurring line item entitled "customer reference program," which involves extensive spending and effort so the sales force...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy 2013: How US Consumers Rate Their Financial Services Firms

    Customers Rate Their Banks, Credit Card Issuers, Insurers, And Investment Firms
    November 8, 2013 | Bill Doyle

    For 10 years Forrester has shown that customer advocacy — the perception on the part of customers that their firm does what's best for them, not just the firm's own bottom line — is the key driver...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy Q2 2012: How US Consumers Rate Their Financial Services Firms

    Customers Rate Their Banks, Insurers, Investment Firms, And Credit Card Issuers
    July 30, 2013 | Bill Doyle

    When customers feel that a financial services firm acts in their best interest, they are willing to invest more, borrow more, and buy more products from that firm. We call this corporate trait...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report What Drives Retention And Sales In US Banking?

    Using Regression Modeling To Better Understand The Drivers Of Acquisition, Retention, And Cross-Selling In Banking
    October 18, 2012 | Gina Fleming, Peter Wannemacher

    In 2012, the age of the customer is in full swing. Gone are the days when companies could simply offer their services and customers could choose to take them or leave them — today, companies need...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Business Case For Personal Financial Management

    Personal Financial Management Offers A Wide Range Of Benefits
    September 5, 2012 | Benjamin Ensor, Stephen Walker

    Many financial services eBusiness executives are considering investing in money management tools for their customers, but they struggle with the business case. To help eBusiness executives build...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy 2012: How Customers Rate US Banks, Investment Firms, And Insurers

    April 30, 2012 | Bill Doyle

    Our research shows that a key driver of deeper customer relationships among financial services consumers is a trait we call "customer advocacy" — the perception on the part of customers that a firm...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Trends 2012: European Retail Banking eBusiness And Channel Strategy

    Put Digital Touchpoints At The Heart Of Your Multichannel Strategy
    April 25, 2012 | Benjamin Ensor, Auke Douwe Veenstra

    In this research, we explore what the state of the economy, new regulations, competition, and changing customer behavior mean for the priorities of eBusiness and channel strategy executives at...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy 2011: How Customers Rate European Banks

    January 18, 2012 | Benjamin Ensor

    In the midst of the recession and ongoing sovereign debt crisis, only 29% of Europeans believe their bank acts in their best interest. However, some banks rank much higher than others in our...

  • For CMO Professionals

    Report

    Report How Financial Services Firms Win Loyal Customers

    Customer Advocacy 2011: How Customers Rate US Banks, Investment Firms, And Insurers
    June 9, 2011 | Bill Doyle

    Marketing leaders at top-ranked financial services firms have found the secret to loyal customers. Forrester calls it customer advocacy: customers' perception that a firm does what's best for them,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy 2011: How Customers Rate US Banks, Investment Firms, And Insurers

    March 8, 2011 | Bill Doyle

    Two years after a near collapse of the financial system, consumer trust in many US financial institutions has returned. But some firms rank much higher than others in our customer advocacy ratings....

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy 2010: How Customers Rate European Banks

    November 4, 2010 | Vanessa Niemeyer, Ph.D.

    Customers who consider their main bank as a customer advocate that does what's best for them have more accounts at their main bank, are more likely to consider it for future purchases, and are more...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy 2010: How Canadian Customers Rate Their Banks

    October 25, 2010 | Bill Doyle, Molly Simpson

    Forrester's research shows that a key driver of customer retention and deeper customer relationships is a trait we call "customer advocacy," the perception by customers that a firm does what's best...