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Description
Existing customers contribute a substantial portion of revenue through retention, cross-sell, and upsell in most B2B firms. The COVID-19 pandemic market uncertainty caused B2B companies to accelerate their shift from acquiring new customers to keeping and nurturing the relationships with the ones they already have. Looking forward to 2022, Forrester identified five sets of actions on which practitioners in customer marketing, customer success, customer advocacy, customer insights, and other areas involved in stewarding the customer lifecycle should continue focus.
Our planning assumptions focus on best practices for using customer health scorecards, leveraging feedback to innovate, properly compensating customer success teams, generating advocate goodwill, and shaping new customer event experiences. If you haven’t already, read the document and then bring your questions to the analysts who created these five action recommendations.
Key takeaways:
- Gain more insights into why these five predictions and recommended actions should be a priority for 2022.
- Test the relevance of these planning areas against your own company priorities and those of your peers.
- Get answers to your questions about how to further your plans related to these five action areas.
Target audience level: all levels
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