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.

Discover how Forrester supports customer experience leaders.

Insights

Blog

Consider Content Engagement Solutions To Enhance Digital Buyer Interactions

Laura Ramos July 20, 2021
Marketing content has become the primary way for customer-facing teams to create dialogue as B2B buyer behavior changes and work-from-home limitations cause buyers to engage online to inform prospect and customer buying decisions. Static, one-to-many communications don’t cut it anymore — to win buyers’ increasingly divided attention, content must become more relevant, valuable, and interactive.  Content engagement solutions are an emerging market category that helps B2B […]
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Blog

Nail Your Digital Experience: Get Your Mobile Strategy In Line

Julie Ask July 7, 2021
Is Mobile Still A Thing? Where Is Mobile Headed In 2021 And Beyond? Mobile is everywhere. We use it to send texts to friends, send emails to colleagues, tune in to watch our favorite sports teams, and much more. Yet many brands are still wondering, “What is the future of mobile?” Backed by Forrester’s extensive […]
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Capture Value For Customers

Identify value drivers that matter for your customers and define metrics to measure performance.

Blog

How COVID-19 Forced Wealth Managers To Become More Hybrid

Tom Mouhsian July 1, 2021
The Pandemic Signaled A Shift To Hybrid Sales And Service Models 2020 was a year of reckoning as face-to-face interactions disappeared and demand for digital engagement skyrocketed. This compelled wealth management firms to accelerate their digital transformations and upgrade their sales, service, and advisory capabilities. Over the past 12 months, the model approach has permanently […]
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Blog

Be Early, Be Empathetic: How To Show Your Customers The Value Of Participating In A Forrester TEI

Sam Sexton June 16, 2021
Since most TEIs involve multiple anonymous interviews, access to a TEI case study presents a rare chance for your customers: They can read about how other organizations — possibly even their competitors — dealt with the same problems they have and how they made use of your solution.
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Blog

Data Ethics And DEI Convergence: A Win-Win Situation

Fatemeh Khatibloo May 26, 2021
Diversity, Equity, and Inclusion (DEI) and Data Ethics are increasingly interconnected, and brands must do both well to foster authentic, meaningful, and sustainable customer relationships. 
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Blog

Three Key Findings From Our State Of Chat In Retail Research

Nicole Murgia May 12, 2021
Retailers and brands have offered chat for years, but recently it has gained traction thanks to new technology advancements and consumers’ overall comfort using chat. Forrester’s Consumer Technographics® shows that 42% of US online adults said that it was important for retailers to offer live online chat on their websites, up significantly from 27% in […]
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Blog

Building CX Influence? Choose Your Friends Carefully

Amy Bills May 11, 2021
Many CX leaders rely on matrixed teams, adjacent functions, and internal alignment to drive transformation. Being an informal “influence officer” might feel like a second job, but leaders who can connect with internal allies to further the cause of customer obsession have the greatest likelihood of success.
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Safeguard Your Post-Pandemic Reopening With Real-Time Feedback Collection

Learn how real-time feedback collection empowers you to monitor and proactively address customers' reopening concerns in this webinar.

Blog

Prioritise Your Customers’ Mental Well-Being To Spur Pandemic Recovery

Michelle Beeson May 10, 2021
It’s impossible not to see how consumers have felt the pressure of the 2020 pandemic. People have faced job losses, extended furlough, or enforced remote work while also managing homeschooling and the social (and psychological) impact of lockdown. Then there were those on the front lines: key workers struggling to do their jobs while COVID-19 […]
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Blog

CX Leaders Have The Opportunity And The Responsibility To Drive Growth

Su Doyle April 30, 2021
What customer experience (CX) leaders care about and what CEOs care about don’t usually line up, and that’s a problem. It impacts budgets, staffing, and the overall clout of the CX function. As a former CX leader and as an executive in charge of growth strategies, I know we can do better! At CX APAC and CX […]
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Blog

Four Mistakes To Avoid In Customer Advocacy Content

Lisa Gately April 16, 2021
Customer advocacy content has high demand and impact, but B2B organizations need a more intentional, aligned approach to its planning, creation, and use.
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Blog

Future Fit Technology Strategy — Learning From Amazon

Phil Brunkard April 14, 2021
The Future Fit Challenge Applies Today, Not Just Tomorrow CIOs and technology leaders have a core objective to develop and improve the technology foundations and innovation their firms need to win, serve, and retain customers. They must also enable their employees with the capabilities to achieve this customer obsession in an efficient and effective way. […]
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Blog

Toss Those Tea Leaves: Reading Real Signals Of Growth And Retention

Amy Bills April 9, 2021
Teams supporting retention, cross-sell, and upsell are most effective when they focus on the right signals from buyers and customers. At B2B Summit North America, learn more about these signals and how to use them.
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Blog

Three Ways To Protect Your Customer Base From Competitors

Amy Bills March 10, 2021
Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?
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Blog

Understand Today’s Investors In Metro China, Hong Kong, And Singapore

Tom Mouhsian February 24, 2021
Why You Need A New Segmentation Approach To Understand Today’s Investors Wealth management firms commonly segment their clients by investable assets. But this is not enough to help firms decide on new products and services or optimize customer engagement models. Self-directedness is a crucial dimension that reliably predicts many investor attitudes and behaviors (see Figure […]
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Blog

CX Leaders: Vendor Consolidation Continues With Two Smart Acquisitions

Faith Adams January 6, 2021
In 2021, things are already heating up more for customer experience (CX) leaders. In just a few days, we’ve already seen two acquisitions — and we know of more on the horizon. Unified data analytics technology vendor Topbox — known for helping organizations connect disparate data sources to create a more unified, cross-channel view — […]
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Blog

Announcing The Forrester Wave™: Insights-Driven Business Process Outsourcing, Q4 2020

Leslie Joseph December 2, 2020
Buyer demand for greater value from insights and technology such as RPA, data science, machine learning, and advanced analytics are forcing both classical BPO and omnichannel BPO vendors to retool themselves into insights-driven BPO's.
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Blog

All Happy Families Are Alike, But All Happy Customers Are Not

Amy Bills November 5, 2020
It might be tempting to assume that all customers who meet certain criteria are willing to advocate, or to advocate in the same way. Customer marketing and customer advocacy practitioners should allow for more nuance.
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Blog

Predictions 2021: Trust, Safety, And Inclusion Will Be At The Core Of Customer Experience

David Truog October 23, 2020
In 2021, the pandemic will affect customer experiences and the CX profession even more than it has in 2020, especially in terms of trust, safety, and inclusion. Get a preview of our customer experience predictions for 2021.
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Blick voraus: Was europäische Entscheider in 2021 erwarten dürfen

Dan Bieler October 23, 2020
Widersprüche im Kaufverhalten, ordnungspolitische Umwälzungen und mehr grenzüberschreitende Remote-Arbeit werden 2021 prägen Bisher machen die „stürmischen 2020er Jahre“ ihrem Namen alle Ehre – wir erleben eine globale Pandemie und die rasant wachsenden Auswirkungen des Klimawandels.  Und dabei ist das neue Jahrzehnt noch nicht einmal ein Jahr alt!  Aber mit der Volatilität kommen auch Chancen.  Um […]
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Blog

What Were Other Retailers Up To This Prime Day?

Sucharita Kodali October 22, 2020
Since 2015, Amazon has hosted its annual summer sale, Prime Day, an exclusive deal event for its Prime members. In 2019, shoppers purchased more than 175 million items during the event, and its sales surpassed the prior year’s Black Friday and Cyber Monday sales combined. For this year, due to COVID-19, Amazon’s highly anticipated event […]
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