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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Forum Summit Asia Pacific

    The must-attend event for B2B & B2C marketing and CX leaders
    September 1, 2020 | Live Virtual Experience | Frederic Giron

    The combined power of Forrester and SiriusDecisions has unleashed a new energy into the products and services available to both the B2B and B2C community. By harnessing this energy, we are bringing...

  • Report Use Your Brand To Energize The Employee And Customer Experience

    Organization: The Brand Experience Playbook
    June 15, 2020 | Dipanjan Chatterjee

    To recruit the right talent, support engaged employees, and create the most ardent brand ambassadors, firms must address their employee experience just as they would the traditional brand...

  • Report Delight The Right Customers To Build A Successful Business

    June 9, 2020 | TJ Keitt

    Businesses often chase high overall customer experience (CX) scores. But these beacon metrics, which measure the average experience across all customers, provide limited insights to business...

  • Report Retention Is Not Enough: Banks Must Build Emotion-Rich Relationships To Grow

    Banks have had a great run: For nearly a century, they've played an essential and highly visible role in people's lives, and most have consistently made tidy profits as a result. But many customers...

  • Forum CX Sydney

    The Time Is Now: Lead With Experience
    April 30, 2020 | Virtual Event | Michael Barnes

    CX and marketing exist to win, serve, and retain customers. But silos and miscommunication keep this power duo from reaching their full potential. For this reason, we’ve made collaboration...

  • Report Customer Marketing Elevates B2B Post-Sale Experiences And Buyer Value

    Raise Your Customer Marketing Game To Win Customers' Hearts And Wallets
    March 31, 2020 | Laura Ramos

    Post-sale marketing activity often plays second fiddle to product marketing, demand generation, and branding. Now, subscription-based business models make keeping and growing customers essential....

  • Report Get Accessibility Right: Recruit People With Disabilities Into The Design Process

    March 6, 2020 | Gina Bhawalkar

    Companies faced over 2,200 lawsuits in 2019 for failing to make their digital properties accessible, so it's no wonder firms are prioritizing accessibility. But it's about more than legal risk —...

  • Report Now Tech: Healthcare CRM, Q1 2020

    Forrester's Overview Of 17 Healthcare CRM Providers
    February 21, 2020 | Arielle Trzcinski, Kate Leggett

    You can use healthcare CRM to attract, acquire, and retain customers; aggregate complex and disparate data sets; and provide insight to drive behavior change. But to realize these benefits, you'll...

  • Report Customer Advocacy 2019: How Advocating For Customers Helps Financial Firms Drive Loyalty

    US Customers Rate Their Banks, Credit Card Providers, Insurers, And Wealth Management Firms On Advocacy And Future Purchase Intent
    February 3, 2020 | Alyson Clarke, August du Pont

    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 a key driver of loyalty and future purchase intent at...

  • Report How Customer Experience Drives Business Growth, 2019

    December 13, 2019 | Maxie Schmidt-Subramanian, Laura Garvin Tramm

    Many customer experience (CX) pros find it hard to prove the business impact of improving CX. So Forrester built industry-specific models that show how CX improvements drive growth by increasing...

  • Report Brands Must Embrace Gender Evolution

    December 3, 2019 | Dipanjan Chatterjee, Nick Monroe

    Today, a majority of consumers reject what they perceive as outdated cultural constructs of gender. And where consumers go, so do brands. As society navigates the complex cultural space that is...

  • Forum CX Europe 2019

    Change The Game: Leading Radical CX Innovation
    November 14, 2019 | Joana de Quintanilha

    First, the good news. Customer experience (CX) leaders have successfully elevated and transformed the practice of CX over the past decade. We’ve become more professional, more analytical, and...

  • Report Mobilized Employees Engage Buyers With A Trusted Voice

    Implement A Formal Advocacy Program To Elevate Employees' Content
    October 8, 2019 | Laura Ramos, Matthew Camuso

    While trust in brands has dwindled, buyers hold employees in high regard as authentic and compelling sources of information and want to engage with them. B2B marketers can satisfy buyers'...

  • Report The Canada Customer Experience Index, 2019

    How Brands Build Loyalty With The Quality Of Their Experience
    July 15, 2019 | Rick Parrish

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the scores of all 161 brands across 14 industries in the Canada Customer Experience...

  • Report How To Apply Agile Methodology To Marketing

    If You Implement Agile Right In Your Marketing Teams, You'll Go From Blind Faith In Strategy To Customer-Tested Decision Making
    July 11, 2019 | Ryan Skinner

    Applying Agile methodology to marketing isn't about working faster. It's about something far more important — a vastly improved approach to marketing's purpose, learning, and communication. The...

  • 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...

  • Webinar Customer Engagement Marketing: How To Turn Loyal Customers Into Advocates

    March 21, 2019 | Laura Ramos, Matthew Camuso

    Customer stories and word of mouth are among the most powerful tools available to B2B marketers. From recognizable company logos to in-depth case studies, customers provide crucial evidence that...

  • Report The Canada Customer Experience Index, 2018

    How Brands Build Loyalty With The Quality Of Their Experience
    March 4, 2019 | 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 184 brands across 17 industries in the Canada Customer...

  • Report Now Tech: B2B Customer Engagement Marketing, Q1 2019

    Forrester's Overview Of 22 B2B Customer Engagement Marketing Providers
    February 22, 2019 | Laura Ramos, Matthew Camuso

    You can use customer engagement marketing (CEM) to identify and engage passionate customers, turn them into advocates, and use post-sale customer experience (CX) to outdistance the competition. But...

  • Playbook The CX Transformation Playbook

    Why And How To Lead A CX Transformation

    A laser-like focus on customer experience (CX) is the best path to business success. Forrester has proven this by analyzing major brands' financial results and showing that they correlate with how...

  • Report Customer Advocacy 2018: How Advocating For Customers Helps Financial Firms Drive Loyalty

    US Customers Rate Their Banks, Credit Card Providers, Insurers, And Wealth Management Firms On Advocacy And Future Purchase Intent
    December 24, 2018 | Alyson Clarke

    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 a key driver of loyalty and future purchase intent at...

  • Report Help Happy Customers Share Their Delight By Prioritizing Post-Sale Marketing

    How To Create Customer Advocacy Programs That Boost Your Brand's Influence And Success
    October 25, 2018 | Laura Ramos

    Customers would rather share their knowledge, experience, and advice than deliver some inconsequential, promotional testimonial. To tether post-sale experiences to authentic advocacy, B2B marketers...