Jennifer Wise
Principal Analyst

Author Insights
Blog
Redesign Your Physical Location To Successfully Welcome Customers Back
To encourage customers to come back and usher in economic recovery, companies must plan to redesign their physical-location experiences to address customer fears of COVID-19 and their desire to maintain social distancing.
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Blog
CES 2020: Key Takeaways For Retailers
At last week’s CES event, I saw the latest and greatest advancements that will make TVs better and digital humans a reality. But my real focus: What changes will impact the retail industry? The headline: AI + computer vision + robotics = easier and more personalized customer experiences and the chance for companies to keep […]
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Last-Minute To-Dos For A Positive Customer Experience This Holiday Season
Retailers: It's too late to launch new in-store features or redesign your site, but you can still prepare to avoid and recover from common holiday CX mishaps.
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CX SF 2019: The Way To Innovate
Three tips to ensure that innovation efforts deliver business value. Get the full picture at CX SF 2019.
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Retailers: Your App Experiences Need Work, And These Best Practices Can Help
To help retailers benchmark their mobile apps and prioritize improvements in a feature minefield, we evaluated 15 retailer mobile apps in the US and Europe to find the best features, functionality, and user experiences.
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Blog
Product Managers Are Focusing More And More On Design
I’ve been researching the evolution of product management as companies make the shift from projects to products for an upcoming set of reports about this — and there’s one thing that stands out: the rising (and needed) influence of user experience (UX) among product managers. Several product managers I’ve interviewed have pointed out that UX […]
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Want To Launch An Extended Reality (XR) Experience? Start With Employee Use Cases
After returning from Mobile World Congress in Barcelona last year, where I walked miles to test every virtual reality (VR) and augmented reality (AR) experience, one thing was clear: They aren’t ready for mainstream consumer use. But what about for employees? I spoke with my colleague Sam Stern about the applications I’d seen at the […]
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CES 2019 Delivers Dazzling Tech But Disappointing Experiences
I spent this week in Las Vegas at CES to check out the latest and greatest technology wonders, ranging from 3D printing, AI, and cryptocurrency to drones, autonomous vehicles, dancing robots, and wearables. A lot of what I saw has broad CX implications for accessibility, healthcare, and more. My focus was on who will use […]
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Blog
Can Emerging Technologies Turn The "Seamless Experience" Unicorn Into A Reality?
A few weeks ago, I opened my inbox to find an email from The New York Times telling me it had updated its homepage, saying it wanted to give its subscribers a “seamless experience: Whether you visit on your phone, tablet or computer, you’ll now see the same groups of stories across all of your […]
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The 19 Essential Technologies Of Experience Design Are Ready For Prime Time
Companies are recognizing the difference that good experience design (XD) makes to winning and retaining customers. And experience design pros — the makers of these experiences, defining and refining them based on customer understanding — know that having the right technology in place can multiply their impact. We know this because my Forrester colleagues and I field […]
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Blog
How Can CX Tools Elevate Your Brand? Find Out At Forrester’s Consumer Marketing Forum
Marketers work hard to define their brand promise and build their customer engagement strategy to showcase it. But we know that, in the end, all the hard work only pays off if the customer receives, and remembers, the brand as intended across all touch points. If your ad campaigns promises care-free travel, but the customer’s […]
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Drive Creativity And CX Innovation With Employee Empathy
The Case For Customer Empathy… Hubspot’s INBOUND 2017 slogan emphasized “Empathy.” My expectation: it would make the case to the 21,000 people in attendance that customer empathy is critical to their engagement efforts. I was for it — it’s something my research focuses on, and is something we in the CX and UX field try […]
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Alexa, What Should My Intelligent Agents Strategy Look Like?
As packages continue to arrive from this year’s record-breaking Black Friday weekend, it’s no doubt you’re seeing Amazon packages complete with front-and-center ads for Amazon’s Echo and Dot devices. You may even be one of the reported millions that ordered one that weekend. These are more than just devices — they are Alexa-enabled and are […]
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Blog
Mobile Search: It’s Different
This post is co-authored by Julie A. Ask, VP and principal analyst at Forrester Mobile search is essential. In fact, according to Forrester’s Mobile Audience Data, Q4 2015, 87% of US smartphone owners rely on browser-based search on mobile devices. And the data reveals that Google’s search engine is the most common path to a […]
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Hot Off The Press: Mobile Marketing TechRadar — Master Your Mobile Technology Decisions
I’m not going to bore you by reiterating how “mobile” everyone is these days, how the vast majority of online adults in markets like the US, UK, South Korea, and more own mobile phones, or how mobile is so pervasive with 30 billion mobile moments happening every day in the US alone. But I will […]
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Uncover Your Customers’ Mobile Pathways To Win In Mobile Moments
We all know it: Consumers are glued to thier mobile devices, glancing at them hundreds of times in a day, and spending almost 67 hours on apps and sites in a month. These glances — anytime you pull out your phone to do something — are what we call "mobile moments." What could this moment be? […]
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How To Navigate The Chaotic Mobile Ad Tech Landscape
Smartphone adoption is surging. Your customers’ eyes are glued to their mobile screens. You want to get your brand in front of them. It’s time for mobile advertising. Sadly, executing on a mobile ad campaign isn’t as easy as deciding you need one. Not only do you have to fight for budget and craft a […]
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Facebook’s Audience Network: What It Means For Mobile Ads
Facebook, the social media giant that has already made a large dent in the mobile ad ecosystem, today showed it has no plans to stop the momentum: Welcome, Audience Network. Before today, there were already several factors working in Facebook’s favor: its reach among avid social users, its engaged and captive audience, and its trove […]
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It’s Time To Make Your Mobile Advertising Work
It’s true; the mobile advertising opportunity is huge. With nearly a third of the world’s population toting smartphones, today’s mobile audience is sizable, always addressable, and can be reached with hyper-targeted messages based on mobile data. So it makes perfect sense that marketers, agencies, and ad tech vendors are turning their attention to mobile ads. […]
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Three Steps To Combat Elusive Mobile KPIs And Demonstrate Performance
First, the good news: Mobile marketing is maturing within organizations. More marketers than ever have mobile programs in place, and they are shifting from testing to “see what happens” to the more strategic, and Tim Gunn-recommended, “make it work.” Now for the bad news: Marketers have to demonstrate whether their mobile programs are, in fact, […]
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