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Forrester Research

2011/06/27


Adapted: http://www.forrester.com/Consulting/EnterpriseClients

Consulting Services For Marketing & Strategy Professionals

Overview
A high-tech communications manufacturer needed to measure and improve customer engagement to advance marketing’s effectiveness and standing in the organization.
Forrester conducted an assessment of the client’s existing marketing approaches and measurement criteria and validated potential new criteria based on best practices research and peer interviews.
The deliverables provided a customer engagement taxonomy to establish a new measurement approach.
The Client’s Challenge
Our high-tech manufacturer client understood the importance of measuring and improving customer engagement. Through in-depth interviews, Forrester identified several challenges within our client’s organization:

Forrester’s Solution

Understand and assess the existing marketing approaches and measurement criteria used within our client’s organization.

Identify and validate potential new approaches and criteria based on best practices and research with peer firms.

Deliver a research-based customer engagement taxonomy that identified, described, defined necessary inputs, and identified calculation methods for specific engagement criteria.

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