customer centricity

CMOs at companies that employ or plan to employ a product-led growth (PLG) strategy have a unique opportunity to use their team’s competencies to accelerate company growth. Dispelling the seven common PLG fallacies will both help the company scale faster and create trust in the marketing function to support it.

Selecting, launching, and sustaining a new B2B sales methodology can be an overwhelming project for sales enablement teams. Sales leaders frequently underestimate the commitment required to realize the expected business impact of a methodology deployment, resulting in an endless cycle of starts, slow-motion failures, and restarts … rinse and repeat. The most common explanation offered […]

Amazon’s move would disrupt the healthcare industry, forcing healthcare players to improve their patient experience and retail giants to follow suit. This blog explores what Amazon’s acquisition of One Medical will mean for the healthcare industry and what Amazon must do to make its healthcare business successful.

The Triple/Quadruple Aim has long been recognized as a framework to optimize the US healthcare system. This daunting ambition was given hope with the proposal of accomplishing three goals equally in 2008 and the addition of a fourth in 2014. Theoretically, achieving these goals would alleviate the burden experienced by the healthcare ecosystem and increase […]

Read this blog to understand what precision nudging is and how it will help improve patient communication, engagement, and outcomes.

Customer Success is a critical business function and plays an essential role in building trust with customers as a strategy for retention.

Learn how the Forrester Customer Lifecycle Framework helps B2B and B2C business leaders — enterprisewide! — calibrate what are too often internally focused processes instead of the customer’s process and perspective in order to become more customer-obsessed.

Recently Forrester released the US Customer Experience Index Rankings for 2022 and one prominent message was the fall of CX quality across industries (see Figure 1). However, it also revealed a bright spot - the emotional quality of customer experiences remains consistent.  According to the Average US CX Index, 60% of customers expressed they had emotionally positive experiences compared with 62% in 2021 and 60% in 2020. 

B2B companies that center their strategies and operations on customers far outperform their less customer-focused peers. Still, when it comes to customer obsession, more isn’t always better. Analysts Amy Bills and Nick Buck explain on this week’s podcast why customer obsession means finding a balance.

Forrester’s Marketing Survey, 2022, revealed insights that can help B2B marketing leaders strengthen their marketing strategy. CMOs are currently confronted with a challenging environment, rapidly evolving requirements, and the need for change, which impacts organizations’ growth strategy and operating business. Most companies are already in the midst of or have planned an entire transformation process […]

Digital offerings are accelerating, and companies expect them to drive organizational growth and customer centricity. The role of digital product management and its responsibilities ensure continued long-term success of digital offerings.

Product strategy, along with marketing and sales strategy, must be a part of the overall business strategy. That alignment is critical to ensuring product-led growth; without it, aspirations on market share or how the organization will win can be short-sighted and product teams may wonder what their role is in reaching business goals.

There's no such thing as a culture of resilience/innovation/collaboration. There's only culture energy. Learn more.

Fueled by industry and pandemic forces, QR codes have shot onto the scene at every stage of the CLC. Our recently published research, which includes an analysis of over 125 QR codes, highlights several best practices Brands should use when they implement QR codes into their strategy.

New Forrester research illustrates how complex B2B buyers' decision-making processes are and the value of building trust with buyers.

Government organizations that want to improve the services, benefits, products, and experiences that they provide to customers must focus relentlessly on customers’ needs. This means putting customers at the center of strategy, leadership behaviors, and everyday operations — an approach that Forrester calls customer obsession. Most government organizations want to be more customer obsessed. But […]

Average Federal CX Ekes Out A New High, Still Trailing The Private Sector It’s a new White House priority to provide “excellent, equitable, and secure federal services and customer experience.” To help understand the state of the federal CX, Forrester has published a US federal CX Index (CX Index™) report since 2015. This year, in […]

Forward-thinking financial services firms that foster digital equity and inclusive finance through innovation to drive sustainable growth will gain a competitive advantage and grow faster.

Investigate the concepts that guide Amazon’s approach to innovation. There will be elements of great relevance for your organization. You can learn from and embrace these elements to fundamentally rethink your own approach to innovation.