Introducing The Conversational Interaction Framework

Understanding context and intent is critical to supporting and guiding empowered B2B buyers who are self-directing their journey through a mix of human and digital interactions. Conversational interactions assist buyers and customers in real time by meeting them where they are in their journey. But without an understanding of context, these conversations and the tactics they support may fall short of buyer expectations. In this report, we introduce the Forrester Conversational Interaction Framework, which guides B2B organizations’ design, development, delivery, and iteration of conversational interactions to support both buyer and program objectives.