Customer Engagement Service

Fulfilling the brand promise to customers is critical to long-term customer health and retention. But without dedicated programs to focus on post-sale, the customer engagement function as part of the buying process is often overlooked.

Through research and tools to help your organization increase loyalty and retention, Forrester supplies post-sale customer engagement leaders the insights necessary to deepen relationships with existing clients through advocacy and a focus on long-term customer value.

Ensure Customer Value

Make The Case For Customer Engagement

Develop the business case for post-sale customer investment and outline the roles and responsibilities required for success.

Promote Customer Loyalty

Understand, manage, and maximize post-sale customer loyalty, retention, growth, and advocacy through specialized programs and technology.

Help The Organization Grow

Institute the customer experience, engagement, and success functions as a repeatable, measurable process for positive impact to the business.

Key Priorities

As a marketing leader tasked with customer engagement, you can put the expertise of Forrester SiriusDecisions research services to work. You’ll find in-depth data paired with usable frameworks, analyst access and signature research on your top priorities, including:

  • Customer engagement business case and measurement
  • Customer lifecycle and retention
  • Customer advocacy and references
  • Customer insights and analytics
  • Customer engagement functional design and development

Available Research

Types of research available through the Customer Engagement Service:

  • Frameworks and methodologies: Take guided strategic steps toward higher-revenue alignment within the marketing division and across the business ecosystem using best-in-class models and blueprints.
  • Tools and diagnostics: Leverage interactive tools and templates to enhance your processes and accelerate decision-making.
  • Research briefs: Read concise synopses of executive-level sales, marketing, and product issues.
  • Core strategy reports: Review complex sales, marketing, and product issues in depth in a white-paper format.
  • Buyer insights: Examine the buying data of more than 30 unique B2B personas. Gain quantitative and qualitative data on how they prefer to buy, receive information, and interact.
  • Role profile: Find job descriptions, competencies, and success metrics for marketing, sales, and product roles.
  • Select practice: Discover successful initiatives, solutions, and best practices from peers.

Premium Inquiry

Forrester SiriusDecisions analysts are past practitioners and experts in their fields. Each analyst brings this unique knowledge and background to help you vet ideas, validate direction, and talk through decisions. Each premium analyst inquiry includes:

  • 50-minute discussion
  • Personalized advice
  • Actionable next steps

Looking for more time with experts?
Get help to execute on your B2B transformational strategies through a consulting project.

By using the Customer Experience Design Framework as a guide, we were able to look at the customer and our company responsibilities and make sure the journeys we were creating for each made sense.

Asha May
Director of Customer Engagement Programs, Veracode

Research Spotlight

Range of Responsibilities​

The Customer Engagement Range of Responsibilities Model defines the role of customer engagement across three disciplines – customer experience, customer marketing and customer success. It lists specific responsibilities within each discipline to enhance delivery on the organization’s brand promise.​

Featured Insights


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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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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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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