Customer Engagement
In a hypercompetitive climate, customer engagement is a key differentiator. Read our insights to nurture and strengthen customer relationships, improve retention, and demonstrate the business value of the customer engagement function.
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Insights
Blog
Call For Entries: Forrester’s B2B Forum EMEA 2026 Awards
Has your B2B organization successfully navigated complex buying dynamics to achieve results? We’d love to hear from you if so. Share your story for a chance to be honored at our B2B Forum EMEA in London.
Blog
Retention-As-A-Service Is An Intriguing Idea — Here’s What It Actually Means
At Gainsight’s Pulse conference last month, CEO Chuck Ganapathi shared a question he said every customer-facing leader is hearing from their board: How do I use AI to drive higher retention? That framing was intentional, and it wasn’t set up to be a product announcement; it was a positioning statement for the company. And it set the stage for everything that followed. The company introduced a brand-new focus at […]
Blog
Customer Success And Customer Experience: The Difference Is More Than Semantic
Customer success (CS) and customer experience (CX) are often discussed interchangeably, and for good reason. Both exist to improve customer outcomes, and both play essential roles across the customer lifecycle — but they are not interchangeable. Much like a paramedic and an ER physician, CS and CX contribute at different moments and with different tools […]
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A New Case For B2B Review Sites Has Entered The Chat
B2B review sites have long been part of the B2B marketing toolkit. Now, review-site relationships have taken on another use case: answer engine optimization.
Blog
Marketplace Platforms Aren’t One Market Anymore: Announcing Forrester’s Two Landscapes For 2026
Marketplace platforms no longer represent a single-category decision for enterprise buyers. The market is bifurcating into two operating models (or enterprise motions) that define how value is created, delivered, and measured: digital services (“bits”) and physical goods (“atoms”). To reflect this shift, we published two reports that align to a distinct buyer and consideration set: […]
Blog
Everlane Is The Next Millennial Brand To Fall
The Next Millennial Domino Falls When reports emerged that SHEIN had acquired Everlane, the other shoe dropped. Like the recently departed Allbirds, Everlane was once the poster child for a new kind of Millennial consumerism. It promised radical transparency, clean design, ethical sourcing, and a rejection of disposable fashion culture. Along with a generation of […]
Blog
The Most Expensive Customer Complaint Is The One You Ignore
Many organizations treat complaints as routine service issues — yet they often reveal something far more pernicious. Learn a more strategic and productive way for handling complaints at Forrester’s CX Summit EMEA on June 8–10.
Blog
AI Is Everywhere In GTM. Customer Value Isn’t.
AI is already reshaping how buyers discover, decide, and engage. The real opportunity now isn’t just efficiency — it’s redesigning GTM around measurable customer outcomes and using AI to deliver value where it matters most.
Blog
Five Actionable Takeaways For CX Leaders In A Volatile World
Volatility has become the default setting for modern organizations: more change, less certainty, and far less time to get it “right” before the ground shifts again. Teams that anchor their work in business results, define how trust and decision-making work together, and use tools tactically are far better equipped to absorb volatility without freezing or fragmenting.
Blog
In The AI Era, Banks Need Dynamic Platforms — Results From The Forrester Wave™: Digital Banking Engagement Platforms, Q2 2026
To compete for customers and grow profitably, banks need the ability to adjust as much and as fast as required at any given moment. Leading digital banking engagement platforms (DBEPs) make that possible. My new report, The Forrester Wave™: Digital Banking Engagement Platforms, Q2 2026, reveals insights about the current AI and technology landscape in […]
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Help Your Partners Help Themselves: Elevate Indirect CX
B2B firms on average attain 60% of revenue from existing customers, and a growing share of it flows through partners. Yet many organizations lack visibility into indirect interactions after a deal closes. Although customer experience is a proven growth and retention lever, many direct sales organizations have failed to invest in customer success models, postsale lifecycle orchestration, and value-based engagement for the partner ecosystem and the customers it serves.
Blog
Customer Success Enters The Agentic Era
Customer success teams have never been short of data. Health scores, product usage, sentiment signals, and relationship context exist across systems — but turning that data into insight and timely action has required human stitching, manual judgment, and constant coordination. Gainsight’s recent introduction of its Model Context Protocol (MCP) matters because it collapses that gap. The promise of MCP isn’t to just […]
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Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.
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Announcing The Winners Of Forrester’s 2026 B2B Return On Integration Honors For North America
Cross-functional alignment has never been more important for B2B companies than it is right now. Get a preview of our ROI Honors winners and the alignment success stories they will share at B2B Summit in Phoenix.
Blog
CS Operations: The Air Traffic Control Tower Your CS Team Needs
Customer success managers (CSMs) are like pilots. They know how to fly the plane and keep customers moving toward their destination. But not even the most capable pilots could manage every variable alone. Without an air traffic control tower, flights paths would get tangled, delays would pile up, and small issues would turn into emergencies. […]
Blog
It’s Time To Get Your Customers Sorted — No Wizardry Required
Every first-year Hogwarts student learns quickly that the Sorting Hat doesn’t choose houses based on popularity, legacy, or who looks the part. It sees deeper, into traits, tendencies, potential, and the conditions each student needs to thrive — if only B2B organizations used the same wisdom. Too often, postsale customer segmentation still leans on surface-level […]
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Apparel And Footwear Brands Must Own Their Destinies To Survive
In the midst of disruption, the brands that will thrive are those that actively seize control of how consumers discover, evaluate, and buy their products.
Blog
The Forrester Wave™: Customer Experience Platforms For Healthcare, Q1 2026: The AI Race Is On, But Pace Is Uneven
The pressure to do more with less is intensifying across healthcare. Emerging technologies offer a clear path to efficiency, faster access to information, and cost reduction. But while some organizations are testing and learning, others remain stalled. Both delayed experimentation and reckless acceleration carry risk. Yet inaction leaves healthcare organizations (HCOs) at a critical juncture. […]
Blog
The Salesforce Consulting Landscape Shows No Sign Of Slowdown
Salesforce has been the dominant CRM vendor globally for the last 12 consecutive years. Its FY 2025 revenue of $35.7 billion speaks to the sheer volume of its market presence. More than 150,000 customers use Salesforce’s solutions, from SMBs to enterprises, including 90% of the Fortune 500. With the high stakes involved, enterprises often turn […]
Blog
Vendasta Shows Why Platforms Become Operating Systems For AI Agents
Vendasta faced a challenge familiar to many technology companies: alleviating client engagement pain points while limiting the impacts of efficiency and tool disconnects. Learn about Vendasta’s transformation in this preview of a new case study.
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