customer centricity

Discover how Bosch is carefully weighing issues such as the speed of its cultural change and the impact on its brand image as an innovator against the value of its existing culture. And learn how to avoid obstacles, such as when old product development models are colliding with innovation.

Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]

The crises of 2020 turbocharged consumers’ technology adoption and usage. Yet in 2021, consumers are struggling to make sense of their need for technology and their hesitation to rely on it.

Discover the critical trends that will matter to CX leaders in 2021.

As organizations prepare for 2021 and beyond, they need to focus on what matters most, which includes examining market trends and understanding buyer needs. Here are the five key actions portfolio marketers must take.

Airports and travel companies need to know that the desire to travel may never return to 100%; capturing the market that remains will depend on going above and beyond to provide health safety comfort. Learn how real-time feedback can help.

The relationship between consumers and businesses is undergoing a multifaceted transformation based on four factors: the economic impact of marketplaces, next generation product experiences, consumers’ perception of brand values, and brands’ adoptions of business models. Any firm that sells to consumers must understand how these factors will influence their customers as well as their own business, and they need to start planning now to harness these trends to maximize the value of customer relationships. 

The pace of consumer behavior change has clicked into another gear this year as a result of the COVID-19 pandemic. Learn how three of these trends will transform buying for the foreseeable future.

COVID-19 has disrupted school, summer vacations, birthdays, weddings — you name it. It has been equally unforgiving to marketers, whose carefully crafted marketing plans became irrelevant amid store closures, erratic shopping trends, and supply shortages. If there’s one upside to the pandemic, it’s pushing marketers to reevaluate their marketing planning processes. Even the most thorough, […]

At surface level, brands have a plethora of avenues to connect to their consumers. But alas, it’s the paradox of choice: How do brands prioritize their technology investments to maximize consumer reach? Introducing Forrester's 2020 Moments Map.

Customer service today breaks the barriers of pre- and post-sale engagements. Thanks to digital adoption and omnichannel engagement strategies, customer service activities span the entire customer lifecycle. Customers make no differentiation on whether they are seeking support before or after a purchase journey and expect a consistent experience with every interaction. Consequently, customer service has also established itself as an active channel capable of creating incremental revenue streams for every business.

The COVID-19 pandemic adds even more consumer considerations to marketers’ already full plates. Stay-at-home orders, unemployment, and anxiety about the virus have altered shopping behavior, technology adoption, and expectations. But despite this uncertainty, now is not the time to pull back on marketing: In fact, businesses need to keep investing in marketing to move through […]

In my research, I found that customer obsession was the good idea that everyone agreed with, but no one knows how to do. Let's change that. Read our new, complimentary eBook to get an actionable framework for a customer obsession strategy.

I predicted that Southwest would recover in the CX Index due to the CX equity it has built with its customers. As it turned out, Southwest not only recovered, it set a new high score for the industry and passed JetBlue to take the top spot among airlines.

Forrester's latest research finds future of banking will be invisible, connected, insights-driven, and purposeful. Analysts Jacob Morgan and Alyson Clarke break it all down.

Twenty-two customer service executives shared their victories and challenges during the coronavirus pandemic. Read key takeaways from this conversation about customer service during COVID-19.

Since the outbreak of the coronavirus pandemic, firms have struggled to keep on top of customers’ fast-changing needs. To succeed, look no further than the journey map. We’re joined by VP, Principal Analyst Joana Quintanilha on this week’s What It Means to discuss how journey mapping can help firms right now.

Déjà bien avant que l’épidémie de coronavirus ne frappe, les recherches menées par Forrester révélaient qu’un grand nombre de consommateurs français s’inquiétaient de l’état de leurs finances personnelles et considéraient la gestion de ces dernières comme une tâche difficile. De fait, un an avant la crise, un quart des consommateurs français interrogés déclaraient se sentir […]