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  • Customer Life Cycle

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The Digital Intelligence Playbook For 2017

Build Digital Intelligence For Your Insights-Driven Business

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

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  • For Customer Insights Professionals

    Report

    Report Personalize Customer Experience With A Digital Intelligence Business Case

    Business Case: The Digital Intelligence Playbook
    July 20, 2017 | Cinny Little, James McCormick

    Today's digital analytics practices are advancing their ability to take actions on insights about customers' digital behavior. But that's not enough: Customers' expectations continue to change...

  • 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 CIO Professionals

    Report

    Report Build Your Digital Transformation Business Case Around The Customer And Revenue Growth

    Business Case: The CIO Digital Business Transformation Playbook
    February 22, 2017 | Dan Bieler

    CIOs' digital transformation investments are ultimately about business survival through disruption. Such investments directly affect customer expectations and go beyond the traditional ROI. The...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Accelerate Digital Innovation Through A Business Technology Partnership

    Tools And Technology: The Digital Business Transformation Playbook
    February 21, 2017 | Ted Schadler, Nigel Fenwick

    The days of monolithic applications running in data centers, waterfall software development with two releases a year, and business executives throwing endless lists of "must-have" features over the...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Retailers Are Off The Starting Blocks Of Omnichannel Commerce

    Landscape: The Omnichannel Commerce Playbook
    February 15, 2017 | Michelle Beeson

    Customer expectations are high, so eBusiness professionals are investing heavily in customer-facing and back-end technology to deliver great experiences. This landscape report of the omnichannel...

  • For B2B Marketing Professionals

    Report

    Report Take L2RM To The Next Level With A Pivot To Lifetime Customer Engagement

    Vision: The Lead-To-Revenue Playbook
    January 19, 2017 | Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer...

  • For Customer Experience Professionals

    Report

    Report Elevate Your Customer Experience With End-To-End Customer Service

    Superior Customer Service Evokes Positive Emotions To Create Business Value
    January 17, 2017 | Riccardo Pasto

    Customer service is an essential business function and a cornerstone of any company's customer experience (CX) strategy. Successful companies understand that great service is good for business....

  • For Customer Experience Professionals

    Report

    Report Customer Success Management Is The Key To Outstanding B2B Customer Experiences

    CX Leaders Must Embrace Customer Success Management To Ensure Customer Loyalty
    January 5, 2017 | TJ Keitt

    For many business-to-business (B2B) companies, selling new products and services to current customers is the pathway to growth. To get customers to spend more, though, B2B firms must prove they've...

  • For B2B Marketing Professionals

    Report

    Report Key Tools For The Customer-Obsessed B2B Marketer

    Build Your Competence With Buyer Personas And Journey Maps
    December 30, 2016 | Lori Wizdo

    B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help make...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Assess Your Digital Insurance Capabilities

    Assessment: The Digital Insurance Strategy Playbook
    December 8, 2016 | Oliwia Berdak

    Insurers' digital capabilities are patchy. Agent-based firms have focused on digital advertising to raise brand awareness, while direct firms have prioritized lead generation and conversion. But to...

  • For Customer Insights Professionals

    Report

    Report The Customer Life Cycle For Apparel: Men Versus Women

    A Consumer Technographics® Data Presentation
    November 14, 2016 | Sam Bishop

    This report explores the customer life cycle for the apparel category and highlights data from Forrester’s Consumer Technographics® North American Retail And Travel Customer Life Cycle...

  • For Customer Insights Professionals

    Report

    Report How Analytics Drives Customer Life-Cycle Management

    Vision: The Customer Analytics Playbook
    October 18, 2016 | Brandon Purcell, Srividya Sridharan

    With the growing importance of customer insights in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business...

  • For B2C Marketing Professionals

    Report

    Report The French Shopper Journey: Use The Customer Life Cycle To Anticipate What Customers Will Do Next

    The Customer Life Cycle Helps B2C Marketers Prioritize Channels And Touchpoints At Each Phase Of Your Customers' Path To Purchase
    February 9, 2016 | Samantha Merlivat

    B2C marketers must plan beyond the marketing funnel to support consumers across their entire life cycle. This report takes a closer look at French consumers' path to purchase, highlighting their...

  • For CMO Professionals

    Report

    Report The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

    Vision: The Customer Life-Cycle Marketing Playbook
    January 27, 2016 | Sarah Sikowitz

    Forrester's customer life cycle provides a better model for modern marketing, as it places the customer at the center of the effort and forces marketing to plan messages and actions that it bases...

  • For B2C Marketing Professionals

    Report

    Report Branded Video Marketing Success Starts With Customer-Centric Distribution

    Map Distribution To The Customer Life Cycle To Recapture Fragmented Audience Across Channels And Platforms
    October 16, 2015 | Samantha Merlivat

    Video content is the medium of the day. Marketers, publishers, social networks, TV broadcasters, consumers — everybody is busy producing it and building audiences for it. But increasing...

  • For CMO Professionals

    Report

    Report Make The Switch To The Customer Life Cycle

    Strategic Plan: The Customer Life-Cycle Marketing Playbook
    October 8, 2015 | Sarah Sikowitz

    Marketers agree that the customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but they still struggle to adopt it. To manage the...

  • For Customer Experience Professionals

    Report

    Report What CX Pros Need To Know About The Customer Life Cycle

    Enrich Customer Life-Cycle Understanding With Customer Journey Maps
    September 21, 2015 | Tony Costa, Sarah Sikowitz

    Customer experience (CX) is rapidly increasing in importance across all phases of the customer life cycle — including early phases over which marketing traditionally had exclusive purview. As brand...

  • For CMO Professionals

    Report

    Report Enrich Customer Life-Cycle Understanding With Customer Journey Maps

    Processes: The Customer Life-Cycle Marketing Playbook
    July 31, 2015 | Sarah Sikowitz

    Customer experience is rapidly increasing in importance across all phases of the customer life cycle — including early phases that have traditionally been the exclusive purview of marketing. As...

  • For CMO Professionals

    Report

    Report Make Customer Obsession Pay Off With The Customer Life Cycle

    Business Case: The Customer Life-Cycle Marketing Playbook
    July 29, 2015 | Sarah Sikowitz

    Forrester's customer life cycle provides a framework for CMOs to reorient marketing from a linear funnel-based approach to a customer-centered approach. Making the switch to customer life-cycle...

  • For CMO Professionals

    Report

    Report Use The Customer Life Cycle To Power Your Transformation To Customer Obsession

    Benchmarks: The Customer Life-Cycle Marketing Playbook
    July 29, 2015 | Sheryl Pattek

    Adopting a customer life-cycle-based approach across the enterprise demands changes to marketing strategy, organizational alignment, analytics, measurement, and marketing technology. Forrester and...

  • For B2C Marketing Professionals

    Report

    Report German Consumers' Fragmented Path To Purchase

    Use Customer Life Cycle Marketing To Reach German Customers Throughout Their Path To Purchase
    July 23, 2015 | Samantha Merlivat

    Shoppers everywhere are following different paths to purchase now than they did ten years ago. With an abundance of information available at their fingertips, they search, assess, and compare...

  • For CMO Professionals

    Report

    Report Evaluate Marketing's Customer Life-Cycle Maturity

    Assessment: The Customer Life-Cycle Marketing Playbook
    July 17, 2015 | Sheryl Pattek

    The world your customers live in is complex — a maze of media, devices, conversations, and interactions. Making a connection between your customers and your brand means finding new ways to stand...

  • For B2C Marketing Professionals

    Report

    Report UK's Multichannel Consumers Demand Customer Life-Cycle Marketing

    Discover The Touchpoints UK Consumers Turn To For Discovery, Exploration, Purchase, Inquiries, And Engagement
    April 7, 2015 | Samantha Merlivat

    Consumers have come to rely on a plethora of channels, devices and touchpoints to guide them through their purchase decisions. This path to purchase has broken free from the linear conception of...

  • For CMO Professionals

    Report

    Report Customer Life-Cycle Marketing Demands New Metrics

    Performance Management: The Customer Life-Cycle Marketing Playbook
    February 10, 2015 | Sarah Sikowitz

    To win, serve, and retain customers, Forrester believes that modern marketers must make the transition from the traditional marketing funnel to the customer life cycle. Marketers must understand at...

  • For CMO Professionals

    Report

    Report Map Your Migration To A Customer Life-Cycle-Powered Marketing Strategy

    September 24, 2013 | Cory Munchbach

    Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers'...