Amy Bills

Principal Analyst

Forrester Bio

Author Insights


Building CX Influence? Choose Your Friends Carefully

Amy Bills May 11, 2021
Many CX leaders rely on matrixed teams, adjacent functions, and internal alignment to drive transformation. Being an informal “influence officer” might feel like a second job, but leaders who can connect with internal allies to further the cause of customer obsession have the greatest likelihood of success.
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Toss Those Tea Leaves: Reading Real Signals Of Growth And Retention

Amy Bills April 9, 2021
Teams supporting retention, cross-sell, and upsell are most effective when they focus on the right signals from buyers and customers. At B2B Summit North America, learn more about these signals and how to use them.
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Three Ways To Protect Your Customer Base From Competitors

Amy Bills March 10, 2021
Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?
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All Happy Families Are Alike, But All Happy Customers Are Not

Amy Bills November 5, 2020
It might be tempting to assume that all customers who meet certain criteria are willing to advocate, or to advocate in the same way. Customer marketing and customer advocacy practitioners should allow for more nuance.
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Is Your Content Helping Or Annoying Your Customer Success Team?

Amy Bills September 11, 2020
Data from the SiriusDecisions 2020 Customer-Facing Roles Survey indicates that the right content makes the difference in the ability of CSMs to meet customer expectations. Just as important: The right content reduces time wasted searching for material, which means B2B organizations are more likely to keep those CSMs around.
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Try a Little Tenderness: Customer Focus With a Timely Twist

Amy Bills June 9, 2020
  • Offering a port in the storm provides an opportunity to strengthen the company-customer relationship
  • Customer advocacy practitioners should not be afraid to provide a measure of kindness and humor
  • Authentic engagement nurtures customer relationships, yielding long-term benefits across the board
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Spinning Gold Out of Customer Insight Threads (Yes You Can, Rumpelstiltskin!)

Amy Bills March 25, 2020
  • Many B2B organizations collect customer insights but do not share or activate them
  • This is a lost opportunity to improve the customer experience
  • Company cultures should support creativity and innovation in activating insights
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Sales and Marketing Approach Shifting During a Crisis? Customer Advocates Can Help!

Amy Bills March 13, 2020
  • Customer advocates, by definition, expand your reach via their own networks and interactions
  • Crises present an opportunity for your advocate network to share information and advice
  • Ensure advocate activation is part of an ongoing, mutually beneficial relationship
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Are Your Customers Getting Caught in the Middle Between Field and Headquarters?

Amy Bills August 14, 2019
  • Organizations are increasingly focused on creating customer-centric experiences, but they lose sight of customer needs as they negotiate field and headquarters roles
  • Headquarters and field teams may not see eye to eye on what constitutes a customer-centric experience or how to deliver it
  • Alignment begins with agreement on the customer lifecycle and the appropriate interactions for customer and company
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Give Advocates the Floor: Authenticity Matters for Customer Engagement

Amy Bills July 8, 2019
  • B2B buyers and customers are digitally savvy and rely on peer insight for decision-making
  • Successful organizations must encourage customers to share their knowledge freely
  • The customer advocacy ecosystem that enables knowledge sharing includes a range of online and offline platforms
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What Value Reviews Have in Common With “Finding Nemo” (Sharks Not Included)

Amy Bills June 25, 2019
  • Customers should be kept aware on an ongoing basis of the value they are attaining from an offering
  • A regular value review cadence ensures an ongoing conversation with decision-makers
  • Value reviews lay the groundwork for satisfaction, retention, growth and advocacy
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Demand Marketing, Customer Marketing, and the Sibling Rivalry of Cross-Sell

Amy Bills March 8, 2019
  • Customer marketing’s wheelhouse historically has been nurturing, loyalty and the creation and activation of references and advocates
  • When organizations seek to expand existing customer accounts, customer marketing should contribute to cross-sell and upsell
  • The marketing organization must align internally, as well as with partners in sales, customer success and account-based marketing to optimize account expansion
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Don’t Fear Your Customers! A Better Way to Ask for References

Amy Bills February 27, 2019
  • Growing customer advocacy programs require increasing numbers of willing customers
  • Organizations often avoid asking customers for references because they see it as asking for favors
  • Keeping customer motivation in mind helps to frame the relationship and facilitate successful reference requests
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Answering the “Where Do We Start?” Question for Customer Engagement

Amy Bills February 18, 2019
  • Organizations seek to improve growth and retention through refined customer engagement
  • Knowing where to start and what to expect can be a daunting, even paralyzing, challenge
  • Peer insight into what’s working and what failed can guide priorities and resourcing efforts
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Laying the Foundation: What’s the Right Digital Approach for Customer Engagement?

Amy Bills January 14, 2019
  • Digital and non-digital interactions have a place in the customer journey just as they do in the buyer’s journey
  • Determining appropriate interactions begins with understanding the customer journey
  • Organizations should start orchestration of the customer journey with three key steps
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Three Ways to Set the Stage for Customer Onboarding

Amy Bills December 11, 2018
  • As new buyers become customers, smooth onboarding should be a top priority to set the stage for value achievement, retention and growth
  • B2B organizations should consider what information to transfer from the buying process, how it will be shared and who is responsible for sharing it
  • Sales and customer success, in particular, play an important role in building the foundation for effective onboarding
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Customer Health Scores: A Not-So-Secret Weapon

Amy Bills September 11, 2018
  • Organizations must see opportunities and risks in existing customer accounts to drive retention and growth
  • A customer health scorecard is a useful tool for providing that insight to customer success and customer marketing
  • Organizations should make technology decisions on the basis of their ability to gather the relevant data for a health scorecard
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So, You Think You Can Dance? Try the Sales-to-Customer-Success Cha-Cha

Amy Bills September 10, 2018
  • The need for a customer-centric, data-driven approach continues as the buying process transitions into the post-sale customer experience
  • Teams responsible for the post-sale customer experience rely on the transfer of accurate profile and activity data from the buying process
  • Sales and customer success teams must be particularly clear on their roles as partners in this transition as the customer relationship progresses
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Not Sure Where to Start With Customer Advocacy? Take These Five Steps (and One Deep Breath)

Amy Bills August 7, 2018
  • Even an organization sold on the value of customer advocacy may struggle to choose a starting point
  • Customer engagement teams should first align on advocacy goals to avoid wasting effort and resources
  • Program considerations include expected outcomes, interlocks, technology and ability to measure
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Summit 2018 Preview: All Aboard the High-Speed Advocacy Train

Amy Bills April 20, 2018
  • Interest is high in customer advocacy as technology advances and the buyer’s journey evolves
  • Attendees at Summit 2018 will find a heavy dose of customer advocacy–related content
  • Guidance on customer advocacy includes building a business case, narrowing down technology options and infusing structure into program planning
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