Forrester: Customer Engagement Agencies, Report Q4 2012
by Simon Usifo, Digital Strategy at OgilvyOne / Ogilvy & Mather Shanghai on Nov 21, 2012
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- Customer engagement agencies are evolving From Two Legacy Models - ...
- Customer engagement agencies are evolving From Two Legacy Models -
CEAs, in their evolution from database MSPs and digital/direct agencies, bring the best of the capabilities from their legacy models to their most strategic enterprise clients. The most mature of these agencies have made strides to strengthen their capabilities in areas like customer journey mapping and business strategy consulting.
- The Cea Model Faces a Long Road ahead To Reach Maturity-
The agencies we evaluated are taking various approaches to acquiring the people, processes, and technology required to become leaders in the CEA landscape. However, finding the right talent and restructuring agency compensation, growth, and KPI models are proving especially challenging. As a result, these firms face a long road to maturity.
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