customer advocacy

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Hardwire CX To Financial Performance In The Financial Services Sector

Tom Mouhsian June 19, 2019
As leaders in the FS sector increasingly embrace customer-centric strategies, they will have to credibly connect the customer story to the money story. Otherwise, the legitimacy of often-heard CX slogans and promises can be easily challenged.
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Modern (B2B) Love: Deepen Customer Relationships With Post-Sale Engagement Marketing

Laura Ramos February 22, 2019
Ah yes, anyone suffering from a chocolate hangover? Or an excess of corny romanticism? Let’s face it, we all love “love” — but with Valentine’s Day a week behind us, the last thing you probably want right now is more advice on relationships. Before you toss aside some of that abundant advice about personal relationships, […]
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How To Get Your Customers To Do Your Selling For You (Previewing Our B2B Forum)

Laura Ramos September 29, 2018
“Say, Tom, let me whitewash a little.” “No — no — I reckon it wouldn’t hardly do, Ben. You see, Aunt Polly’s awful particular about this fence . . . it’s got to be done very careful; I reckon there ain’t one boy in a thousand, maybe two thousand, that can do it the way it’s got […]
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Redefining Influencer Marketing: Key Insights For B2B Marketing Leaders

Mary Shea September 10, 2018
  Influencer marketing is often characterized as a trendy tactic for B2C marketers to tap into the far-reaching audiences of the Insta-famous. As a result, the practice regularly receives negative coverage for short-term-oriented, poorly executed B2C campaigns where consumer brands pay vapid lifestyle influencers outrageous sums in exchange for questionable ROI. There’s no doubt that […]
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Amazon Flirts With Banks And Their Customers: Here’s What You Should Do

Peter Wannemacher April 3, 2018
Like a football team captain at a junior high dance, Amazon just sauntered up to a big group of people and started dropping hints about its sweet moves on the dance floor . . . Okay, that’s not exactly what’s happening here, but it sure felt like that to many bank executives who heard the […]
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CXEurope 2017: Introducing the Values Based Customer

Henry Peyret October 18, 2017
More than 5 years ago Forrester introduced the Age of Customer as a new 15 to 20 years era which saw the increasing customer empowerment in front of brands and companies. For companies, the first step in this era turned into improving the customer experience and the customer journey through an omnichannel strategy,  identifying the […]
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Does ABM Drive Results For Your Business?

Laura Ramos September 6, 2017
ABM … Account-based marketing … A – Bee – Em. Unless you have been living under a rock, you can’t have helped but notice the hype around ABM.  And some of the confusion too. But here’s the thing about ABM – it does produce results for both marketing and sales.  May not be this quarter, […]
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B2B Marketing Technology’s End Goal? Contextual Marketing!

Laura Ramos November 2, 2015
I attended the "Galvanize" conference sponsored by Bulldog Solutions last week and had the pleasure of hearing Scott Brinker explore the changing landscape of marketing technology.  Investment in new marketing start ups and ideas is clearly at an all time high, as one look at the ChiefMarTec supergraphic will show. This is both good and […]
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Balance Trust With Targeting In Social Reach Marketing

Forrester October 31, 2013
Your customers don’t come to your website or your own social channels (such as your Facebook brand page) to discover whether what you offer meets a need or fulfills a desire they have. Instead, people discover you mostly through ads and word of mouth (WOM). To spread your message to a new audience, update your […]
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Friday Flashback: Marmite’s Fans Advocate For A Forrester Groundswell Award

Forrester August 15, 2013
Our 2013 Forrester Groundswell Awards (submission deadline is August 30th!) are structured around the Forrester Marketing RaDaR model, with awards for outstanding social marketing in each phase of the customer life cycle. My research this quarter focuses on social reach – tactics to help people discover your brands, products, and promotions – so I want […]
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Want To Know Your Secret Brand Building Weapon? Sshh, It’s Your Employees.

Forrester May 20, 2013
There’s a lot of effort exerted by marketing leaders to turn customers into brand advocates. But their customers have a lot of brand choices and a lot of other things on their minds. What these marketers are overlooking is the potential brand advocates in their own backyard. Their employees. Employees are fundamentally connected to, thinking […]
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Pricing Can Make Or Break The Customer Experience: Find The Issues That Drive Away Your Customers!

Maxie Schmidt February 25, 2013
Pricing matters when it comes to your customers' experiences and loyalty! You are not quite sure? Let's do a short quiz: Have you ever: Left a rental car counter flabbergasted by the final price? Given up on finding a new mobile phone plan when the sheer number of options obscured the best choice? Checked your […]
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Discover Offers Best-In-Class Secure Site Features For Cardholders: Forrester’s 2012 US Credit Card Secure Website Rankings

Peter Wannemacher May 10, 2012
Websites are the most widely used touchpoint for credit cardholders interacting with their providers. The quality of a credit card company's secure website impacts the relationship that firm has with its customers. To understand the state of card issuers' digital services, Forrester has just released our 2012 US Credit Card Secure Website Rankings. We found that: […]
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The Co-Operative Bank Comes First In Forrester’s 2011 European Bank Customer Advocacy Rankings

Benjamin Ensor January 19, 2012
For the second year in succession, the UK's Co-operative Bank has come top in our European Bank Customer Advocacy Rankings, just ahead of Poland's ING Bank Śląski, with Germany's Sparda-Banken in third place. Customer advocacy is the perception among customers that a firm does what’s right for them, not just what’s best for its own […]
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Recognize When Technology Can Raise The Bar Of Customer Engagement

Forrester February 9, 2011
CMOs need to be orchestrating the brand experience across channels, departments, and the customer life cycle, but it can be hard to keep up with emerging technologies that can enable significant improvements in how your firm engages customers. To help you do this, I've started a series of reports for B2B CMOs and marketing leaders […]
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Employee Advocates Emerge From Empowered Workforce

Forrester November 22, 2010
Ever heard a senior leader in your organization proclaim “Everyone’s in sales!”? I have. In fact, it’s a phrase I’ve heard a lot in the last three years from executives at conferences, industry events, client meetings and more. To me, it’s right up there with “All hands on deck!” and “Ask not what your country […]
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The Co-operative Bank Tops Forrester’s 2010 European Bank Customer Advocacy Rankings

Benjamin Ensor November 13, 2010
A few months ago I blogged about how the UK’s Co-operative Bank had come top in our UK Bank Content & Functionality Benchmark. The bank has now done it again by coming top in our 2010 European Bank Customer Advocacy Rankings. Customer advocacy is the perception among customers that the bank does what’s right for […]
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Three Ways To Create An Advocacy Program

Forrester September 30, 2010
In my new Forrester report, Three Ways To Find, Create, And Energize Advocates, we share data and examples of successful advocacy programs. We also recommend an approach to define and reach the best candidates for your advocacy program.  Not all advocates are created equal—someone who “likes” your brand or follows you on Twitter is not […]
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Google’s Eric Schmidt, Serendipity And The Future Of Social Media

Forrester September 29, 2010
Eric Schmidt has seen the future, and it's "autonomous search." That's a fancy term that means "discovery." But no matter what words you use, it still means the same thing:  more empowered consumers and greater value in earned media.  Some people are creeped out by portions of what Schmidt said, but he has suggested an exciting future […]
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