B2B CX is focused on the wrong stages of the journey, Forrester warns
While companies like Mastercard and Dow suggested they are making headway in establishing strong customer experience programs at Forrester’s CX North America, one of the research firm’s analysts warned that B2B brands are focusing on the wrong areas of the journey.
Laura Ramos, vice-president and principal analyst at Forrester, suggested B2B marketers need to value CX even more than their counterparts in sales do, and the reasoning comes back to an age-old principle.
According to Forrester’s most recent Global Customer Marketing survey, for example,
Shane Schick tells stories that help people innovate, and to manage the change innovation brings. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and Yahoo Canada and is the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.