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
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The Future Of Digital Experiences: A Human-Centered, Empowering Journey
Emerging technologies are transforming digital experiences, which are evolving to become more human-centered, assistive, anticipatory, and agentic.
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How Well Are You Protecting Existing Customer Revenue?
We’ve introduced expanded and upgraded versions of our customer engagement aligned approach and the foundational Forrester Customer Engagement Range Of Responsibilities Model to show you how to optimize the relationship between your company and your customers.
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.
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XR Steps Back, AI Steps Up: The Shake-Up In Our 2025 Emerging Technologies
Forrester’s 2025 top 10 emerging technologies report reveals a major shift in the tech landscape, driven by AI acceleration and changing market dynamics. Longtime list members extended reality and Zero Trust edge are stepping back, making room for two fast-moving innovations — one of which was virtually unknown just a year ago. The earlier release gives tech leaders more time to strategize and align with upcoming breakthroughs in AI and beyond.
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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?
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Navigating The Storm: How B2B Leaders Can Weather Volatility And Thrive
Doubling down on customer insights, leaning into stability where it exists, and staying empathetic and adaptable will help B2B leaders stay on course.
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From First Touch To Automated Engagement: The Evolving Front Office
The Forrester Wave™: Customer Relationship Management Software, Q1 2025, our latest evaluation of CRM providers, shows a market on the cusp of change.
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A Market On The Cusp Of Change — Decoding The Forrester Wave™: Customer Relationship Management Software, Q1 2025
Each vendor in the CRM wave offers unique capabilities. Some vendors are better positioned to incorporate AI that will transform this market. Find out more in this preview of our latest wave.
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AI Catapults The CRM Market To A Moment of Reckoning
CRM software has become overengineered, and complexity is killing its value, but AI has the potential to simplify CRM.
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In A World Of Buying Mayhem, All Leaders Must Be Change Leaders
Today’s dizzying pace of change will not abate, and leaders must show the way forward. At our upcoming events, B2B Summit North America and CX Summit EMEA, we’ll show you how.
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ServiceNow And Salesforce Cross Battle Lines In An Escalating CRM War
Customer relationship management (CRM) systems initially focused on supporting core front-office functions such as sales and marketing, but the value proposition of CRM has significantly expanded through strategic tech convergence, driving substantial revenue growth for vendors.
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Is Customer Success Paying Enough Attention To GenAI Today?
Last week, we published two data snapshot reports from Forrester’s State Of Customer Engagement Survey, 2024. Focused on US-based respondents at B2B firms that primarily sell software, these short reports give a bit of a unique look into the more sophisticated side of customer engagement.
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Ask, Don’t Interrogate: Best Practices For Collecting Zero-Party Data
As more privacy regulations and consumer tools emerge, the challenge for brands is how to ask consumers for data in a way that is user-friendly and encourages them to share their information. Get an example on how to collect zero-party data in this preview of a new report.
Harness The Power Of A NEW Customer-Centric Revenue Framework
Watch our webinar replay to unlock the potential of Forrester's NEW Opportunity Lifecycle Framework. Revolutionize your revenue process by breaking down barriers that neglect customers, fail buyers, and distort focus.
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Announcing The Winners Of Forrester’s B2B Return On Integration Honors For North America
This year’s winners stand out for their level of customer focus, cross-functional integration, and business results. Learn about this year’s B2B Return On Integration Honorees for North America, and hear their stories at our upcoming B2B Summit.
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Announcing Forrester’s B2B Programs Of The Year Award Winners For North America
Learn the seven companies that won this year’s coveted B2B Programs Of The Year Awards for North America, and join us at B2B Summit in Phoenix to hear their stories live.
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Customer Success Plays A Crucial Role In Revenue Process Transformation
The Forrester Opportunity Lifecycle is a framework for transforming revenue processes to maximize value for B2B customers. As my colleague Amy Hawthorne explains, top revenue transformers: Share signals and create a common view of the customer — throughout the postsale. This is so you can achieve a true understanding of what makes customers succeed, as […]
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Unlocking Go-To-Market Momentum Through Strategic Campaign Alignment
Learn how using an integrated campaign framework delivers greater efficiency and impact. And get a preview of how Workday used the Forrester Campaign Framework to improve and accelerate business outcomes.
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“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.
Fuel Growth With Strong Marketing-Sales Alignment
Download our alignment handbook to thrive in a complex buyer landscape with teams, processes, and objectives aligned across the customer lifecycle.
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’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.
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Great Digital Banking Experiences Create A Data-For-Value Flywheel
Driving engagement is top of mind for most digital banking leaders. Forrester’s research reveals the immense value — for both customers and banks — of useful, convenient digital banking experiences. The right mobile banking offerings, for example, can unlock new value for a customer and differentiate a bank’s brand. And our broader customer experience research […]
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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.
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