Search Results

• 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'...

• Report

  Report Customer Life-Cycle Industry Overview: Clothing, Footwear, And Accessories

  A Consumer Technographics® Report

  July 9, 2013 | Reineke Reitsma

  Window shopping can be trendy, but "screen shopping" might be next season's newest fashion. With the proliferation of online garment retailers, fashion labels' aggressive digital campaigns, and...