B2B CX
Customer success programs have thus far gained limited traction among B2Bs. Yet those companies that have embraced CX have seen improved customer relationships and retention. Read our best practices for strengthening B2B CX.
Discover how Forrester supports customer experience professionals.
Insights
Blog
Is There More Potential For Adobe’s Agentic Roadmap In The B2B Postsale?
At its recent summit, Adobe made it clear that it's serious about ensuring that its B2B customers achieve their goals and get value from Adobe investments. So why not focus some of its AI and agentic innovation on the postsale, as well?
Blog
Buying Networks Are Changing The Game For B2B Companies
AI and the growing role of buying influencers are rewriting the rules of engagement for marketers and sellers. Learn about today’s buying networks and how to begin adapting your strategies.
Prove CX ROI And Gain Executive Buy-In
Struggling to make execs see the value of CX? Download our guide and ROI calculator to craft a winning business case and secure funding for your CX initiatives.
Blog
Siloed CX Metrics Are Holding You Back — Take Action At CX Summit EMEA
Too many companies invest in CX to improve what their customers say about their experiences, rather than to actually improve those experiences. At CX Summit EMEA 2025, learn how to create better, more meaningful experiences that foster loyalty and growth.
Blog
How Advanced Analytics Can Transform Your CX Practice
Integrating advanced quantitative analytics into their strategy can help CX pros with their two biggest challenges: improving experiences and demonstrating the business value of CX. Two new reports provide advice for doing this.
Blog
The Total Experience Awaits At Forrester’s CX Summit 2025
Imagine a future where bold brand strategies seamlessly blend with real-world journeys to captivate and delight customers. Explore the tools to create that future at CX Summit North America, the premier gathering of CX, marketing, and digital professionals.
Blog
“Learn Best Practices, Hear Ideas, And Just Get Motivated” — B2B Summit Attendees Share Why You Should Attend
What makes Forrester’s B2B Summit the premier gathering for marketing, sales, product, and customer success pros? We asked past attendees to find out.
Blog
’Tis The Season … For B2B Summit
Our B2B research team is preparing feverishly for this year’s event, which starts March 31. Get a sneak preview here of a few of the sessions and panel discussions in the works.
Blog
From Sprint To Marathon: Passing The Baton From Sales To CS For Seamless Account Transitions
You can have great sales and customer success (CS) teams, but if you don’t have smooth account handoffs from one team to the next, you will fail your customers and lose speed in the race to retention and growth. Learn how to get an edge.
Blog
Getting Smart On Content Intelligence
Content intelligence provides a data-based framework for marketers to harness predictive and generative AI to uncover buying signals and exchange value with buyers and customers through the differentiated experiences they demand.
Webinar
Revolutionizing B2B Marketing With Adaptive Programs For Buying Groups
B2B buying groups are more complex than ever. Learn how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs.
Blog
How Health Insurers Can Regain The Medicare Advantage
Higher medical utilization by members, the growing difficulty of achieving CMS Star Ratings, and reimbursement pressures are pushing many health insurers to the brink. Learn how insurers can regain the Medicare advantage in this preview of a new report.
Blog
ZERO-IN 2024 Aims To Elevate Customer Success
Last week, I attended the fourth annual ChurnZero conference, ZERO-IN (formerly Big RYG), in Washington, DC, and the energy and inspiration are still resonating.
Master CX Metrics Without Data Overload
Missed the live webinar? Watch the replay to learn how to choose the right CX metrics for success, align and prioritize measurement with business goals, and track your progress.
Blog
Slash The Hidden Costs Of Your Customer Surveys
Nearly all CX measurement and VoC efforts use customer surveys. But your surveys are costlier than you think. Obvious costs include the budget for a tech vendor you use to send and analyze surveys or incentives for customers.
Blog
SaaStr 2024 Shines A Spotlight On Customer Success
Last week I attended the 10th annual SaaStr conference in San Mateo. For those unfamiliar, SaaStr is a community and resource hub that covers the building and scaling of software-as-a-service (SaaS) companies. The conference brings together industry leaders, entrepreneurs, and investors to network and share insights. It’s a valuable resource for anyone involved in the […]
Blog
Seven Ways To Use GenAI For B2B Personalization
Learn the new capabilities genAI brings to B2B personalization and how to start delivering more impactful personalization throughout the customer lifecycle.
Blog
Fairy-Tale Data: The Comforting Fiction That Undercuts Your CX Efforts
Chances are that your organization is lying to itself about the quality of the customer experience (CX) it provides. It's time to stop paying heed to data that enables this.
Podcast
What’s Behind The Decline In CX?
Customer experience (CX) quality in the US has dropped for three consecutive years and sits at an all-time low. What’s behind the decline, and how can brands turn things around? VP and Principal Analyst David Truog and Principal Analyst Pete Jacques weigh in on this week’s What It Means.
Align Marketing And Sales Teams On Customer Value
Want to maximize revenue by prioritizing customer value? Discover how the Forrester Opportunity Lifecycle keeps teams engaged with customers at every stage of their journey.
Blog
Promise-Keeping Is Key To Building Customer Trust
As B2B professionals, we often think that we’re aligned, but we design processes from our own internal perspectives, overlooking how this will impact the customer experience. This erodes trust.
Blog
Could It Be You? Share Your Success Story For Our B2B Summit EMEA Awards
EMEA B2B companies with success stories in cross-functional alignment or best-practice program implementations within a single function should learn more about Forrester’s B2B Summit EMEA Awards and prepare a submission.
Blog
Navigating The Regulatory Maze: Enhancing Customer Experience In Finance And Healthcare
No regulation was designed to ruin the customer experience, yet poor experiences in regulated industries abound. At CX Summit North America, we'll explore how leading organizations are navigating these challenges.
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