B2B CX

Customer success programs have thus far gained limited traction among B2Bs. Yet those companies that have embraced CX have seen improved customer relationships and retention. Read our best practices for strengthening B2B CX.

Insights

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“Roads? Where We’re Going, We Don’t Need Roads”

Mary Shea 14 hours ago
Doc Brown might have been five years off, but he was completely right. 2020 is here, and we don’t need roads or planes — all we need is a steady internet connection. The tale of the road warrior has a different ending now. There’s no going back to the future that once was — the future is here, and it’s very different from how we left it. […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins 3 days ago
Mobile Advertising Comes Under Scrutiny Most data deprecation discussions center on cookies and web browsers. But two recent moves broaden the aperture to include mobile environments, too. First, Apple announced iOS 14, which will prompt users on whether they want to let an app track them or “ask app not to track.” If a user picks the latter, the app can’t […]
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The Future Of B2B Buying And How Sales Organizations Should Adapt

B2B buying habits are evolving. Sales leaders who understand these changes and adapt quickly to delight the buyer will come out ahead. 

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One Hand To Shake Beats One Throat To Choke

Glenn O'Donnell 6 days ago
The days of technology buyers treating their tech providers as "vendors" are gone. Learn the mutual benefits of treating your technology providers as partners.
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Virtual Event Momentum Will Move Strategy And Tech Forward Rapidly

Laura Ramos August 4, 2020
B2B marketers are turning to virtual event solutions as an alternative to physical conferences and meetings during the coronavirus pandemic. Successful marketers start with strategy and define the customer experience they want their online events to deliver. Technology supports this but is ineffective without a solid strategy and set of customer experience goals.
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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins July 27, 2020
Even If You’re Reopening Your Offices, You Need To Plan For A Remote-Work Future This week, Google extended its remote-work plans for all 200,000 full-time and contract employees through summer 2021. Alphabet Chief Executive Officer Sundar Pichai said in a company memo, “I hope this will offer the flexibility you need to balance work with taking care of yourselves […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins July 20, 2020
The EU-US Privacy Shield Was Just Invalidated: What To Do Now This week, the Court of Justice of the European Union handed down its ruling in the case popularly known as “Schrems II.” Why should you care about an obscure EU case? Because the ruling invalidated the EU-US Privacy Shield, the mechanism by which American companies could […]
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Does CX Matter To The Enterprise Cloud? Absolutely!

Dave Bartoletti June 23, 2020
Customer experience is just as important for internal customers as external. Learn more about the value of CX in your IT planning.
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Winning The New B2B Buyer

The B2B buyer-vendor power dynamic has shifted. Learn what's driving deep change in buyer behavior and how to deliver experiences that build engagement and trust.

Blog

Today’s Business Buyers Crave Digital Interactions And Human Connections

Mary Shea June 16, 2020
Despite a growing reliance on digital tools and routes, B2B buyers long for empathetic, highly tailored human interactions. Learn how sellers can deliver.
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Build An Effective Customer Advocacy Program By Knowing The Four Advocate Types

Laura Ramos June 11, 2020
By understanding what customer advocates value, you can invite them to participate in the ways that are most meaningful to them, and to you.
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Toward Convergence — Brand And Experience Themes At CX North America

Dipanjan Chatterjee June 7, 2020
My research theme for CX North America 2020 — the convergence of experience The peripatetic nature of analyst life, especially for someone not moored to a corporate office, means that I rarely get to see most of the folks I work with, which is why, every year, I look forward to the summer days of […]
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Two Questions To Ask Yourself About Your COVID-19 Messaging

Laura Ramos June 5, 2020
As B2B analysts, we’ve been asking ourselves whether organizations have been responding to this health crisis in a way that is truly helpful to their customers. Our recently published report, “Messaging In The Time Of COVID-19,” which details our findings after reviewing 60 B2B websites and social accounts across 12 industries, seeks to answer that […]
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I consumatori italiani si sono concentrati sul digitale. Ora tocca alle aziende.

Enza Iannopollo May 26, 2020
La pandemia sta cambiando rapidamente le abitudini dei consumatori Italiani. Alcune di queste abitudini passeranno con il passare dell’emergenza, ma altre rimaranno. Per saperne di più, abbiamo appena completato una ricerca su un vasto campione di consumatori in Italia. I nostri dati suggeriscono che i consumatori italiani continuano ad essere preoccupati, ma non solo dal […]
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B2B Leaders Will Find CX North America Literally And Virtually Stimulating

Caroline Robertson May 20, 2020
Learn how we'll help firms master B2B customer experience at the CX North America live virtual experience on June 16-18, 2020.
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Credible, Customer-Centered Content Helps Sellers Be More Human And Relevant

Laura Ramos May 4, 2020
B2B buyers will engage more with empathetic sellers who understand their industry, business, and pain points. Marketing content creators must partner with sales to develop content that truly resonates.
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Steps Companies Are Taking Now To Help Their Customers Through The Crisis

Judy Weader April 21, 2020
The COVID-19 pandemic is straining economies and individuals alike. Companies must take advantage of this opportunity to think creatively about how they operate. Forrester looked at how more than 20 companies changed their policies and procedures in response to COVID-19. Three key themes emerged as firms: Reduced sources of stress. Financial services firms, including Bank […]
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Service Design: Five Principles To Improve CX, EX, And Business

Karine Cardona-Smits March 11, 2020
Every customer journey, as simple as it looks, happens in a more and more complex ecosystem. Think about your last online purchase: You interacted with an online store, on your computer or your mobile, and got your order delivered at home as planned. Simple? Well . . . on the front stage, yes. But if […]
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Beware Of The Confusion: VoC Solutions Deliver More Horsepower Than What CRM Can Do

Faith Adams February 25, 2020
Learn how the various solutions in the CX world can and should work together.
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The Three Ways Companies Value Customer Success Programs

TJ Keitt February 10, 2020
What kind (or kinds) of value does your company's customer success program deliver to the business at large?
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Q&A — Uniting CX + Marketing At CX North America

Melissa Parrish February 4, 2020
When CX and marketing work together, they accomplish amazing things. Discover why the time is bring these groups together in this Q&A.
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Elements Of Reputation: Traits That Indicate A Thoughtful Tech GTM Strategy

Abhijit Sunil January 14, 2020
Analyst Abhijit Sunil explores an aspect of tech vendor evaluation you may not be considering.
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