Forbes contributor John Ellett has published an interview with Shar VanBoskirk, vice president and principal analyst at Forrester. The titled of the article says – “Forrester Research Shows Email Can Actually Enhance Customer Intimacy”.

The interview reveals some findings that suggest the role of email in enhancing customer intimacy resulting into better email marketing revenue.

Ellett says, “Call me a skeptic, but when I heard that a new study from Forrester Research (which was sponsored by Adobe) showed a correlation between effective email and enhanced customer intimacy, I had my doubts. As a recipient of hundreds of unfocused emails every day, and even more that never pass my spam filter, I was intrigued by the proposition that the medium could actually improve relationships with customers. To feed my curiosity, I had an informative conversation with the author of the research, Shar VanBoskirk, vice president and principal analyst at Forrester. Here are the highlights of our discussion.

John Ellett: What was your perspective that led to this research?

Shar VanBoskirk: I study email and I study this customer obsession idea that Forrester has originated. So those two research topics were floating around in my head. But the reason I think they came together is because this idea of customer obsession – putting the customer at the center of your total operating model – is a really good idea that businesses nod along to but nobody knows how to get started with. So I started thinking, “Well, what is something that would help provide a wedge in to this otherwise daunting proposition? How might you pivot your entire enterprise to operate in a different way?” That’s a hard thing to think about”.

Forrester Research Shows Email Can Actually Enhance Customer Intimacy. Really?

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