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Gearing up to deliver great experiences? Start with why your organization is investing in Customer Experience (CX). Whether the objective is revenue, growth, profitability, retention, innovation, or brand value, organizations need a unique set of capabilities to determine what customers need, design and test solutions, and deliver for customers.
Key takeaways:
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Successful CX functions direct, influence, or inform activities that determine what customers need; design and test solutions; and deliver products and services.
This report describes the 14 most common business objectives for investing in CX and how CX leaders must sharpen their capabilities to match.
This collection of organizational charts provides examples of how CX teams are designed to achieve company goals.
CX functions must align with business objectives to secure funding. This report includes a template to prioritize objectives based on stakeholder needs.
This tool enables CX leaders to evaluate their current capabilities to understand the business objectives they are best (and least) equipped to achieve.
This interactive tool evaluates how well an organization performs CX capabilities to improve revenue, cost, resilience, or industry rankings.
This interactive template provides a structured approach to inventory CX resources across the enterprise, based on organizational objectives.
Forrester's latest research looks deeply at how mobile banking (and banking experiences more broadly) will evolve over the next three years. Using survey data from tens of thousands of banking customers across 10 countries, we identify 10 new must-have capabilities and 10 emerging differentiators. This session outlines our latest "What's Next In Mobile Banking" research, including data, examples, insights, and best practices. We also discuss how digital banking leaders and their teams can prioritize which initiatives will have the most impact on their customers' experiences and their own business outcomes.Key takeaways: Hear which mobile banking features customers most value.Learn about the 10 offerings that are becoming table stakes in digital banking.Identify emerging capabilities that will differentiate banking brands for specific audiences.Understand how "systems of exploration" can guide your organization's efforts to experiment and innovate in digital banking.Target audience level: all levels
In this webinar, we explore best practices for chief sales officers (CSOs) to drive long-term seller contributions that optimize their lifetime value to both the organization and its customers.Key takeaways: Understand how modern CSOs are responsible for the “person” in “salesperson.”Learn how to deliver a variety of high-contribution career options.Target audience level: intermediate
Everything you know about your customers, your markets, and your business is changing: self-service behaviors, AI’s influence in buying and selling, generational shifts in business buyers, waning trust, and the rise of complex buying groups. Buyers and customers are creating mayhem – and demand a fundamentally different relationship with your organization. But that doesn’t mean you can’t (re)gain control. B2B Summit 2025 is designed to help marketing, sales, customer, and product leaders leverage new technologies and advanced frameworks to master this buying mayhem. Forrester’s B2B Summit North America 2025 provides an opportunity to align the entire go-to-market team (marketing, sales, customer, and product) on new ideas, frameworks, and practical advice to drive growth and lead transformation. Key takeaways: Join Dave Frankland, B2B Summit Host, as he shares: Insight into mainstage sessions that will address the changing buyer behavior, and how GTM teams need to prepare to best meet the needs of the new buying teams. How to find the critical insight across eight tracks and over 50 interactive sessions that will enable you to learn from the Forrester team as well as your peers.Key information about two Event Certification offerings that are brand new for 2025.Target audience level: all levels
Cross-channel marketing hubs (CCMHs) are the nerve center of the B2C marketing technology (martech) ecosystem. CCMHs typically include data management and analytics to enable customer understanding; planning, collaboration, content management, and measurement tools to optimize brand strategy; and automation workflows, channel integration, and personalization to orchestrate cross-channel experience delivery.An effective CCMH solution can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for channel-agnostic moments-based marketing that engages your customers with compelling, contextually relevant experiences.Key takeaways:Understand the current CCMH landscape.Learn about different CCMH solutions.Discover which CCMH solutions are right for you.Hear best practices from leading firms.Target audience level: all levels
Business buying remains a complex process despite the arrival of new self-service technologies such as generative AI (genAI). Companies must have a deep understanding of their target market and buyers’ needs, preferences, and behaviors to assist them in decision-making. B2B marketing and sales teams also must navigate the buyer’s wider value network and prepare for their use of genAI. This webinar presents insights from Forrester’s Buyers’ Journey Survey, 2024, to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.Key takeaways: Learn how buyer behaviors have changed in the last year.Discover the reasons behind buyer frustration and the factors that cause purchase journeys to stall.Explore how buyers are using genAI to research solutions and vendors.Learn what providers must do differently to improve buyer engagement and help buyers make better buying decisions.Target audience level: all levels
Join us for an insightful panel discussion with CMOs from B2B companies as we explore the rising threat of deepfakes and their potential impact on a company’s brand and reputation. With 68% of marketing leaders concerned about the impersonation of company staff/executives and false public statements, it’s crucial to understand the potential scenarios that can threaten an organization and how to prepare to respond effectively. This webinar provides valuable insights into how CMOs plan to prepare for and safeguard against deepfake incidents.Key takeaways: Understand the implications of deepfakes on brand integrity and executive reputation.Gain insights from marketing leaders on real-world experiences and strategies. Explore the considerations for an effective incident response plan.Target audience level: all levels
