Rick Parrish

VP, Principal Analyst

Forrester Bio

Author Insights

Blog

The Canada Customer Experience Index, 2021, Has Good News For Canadian Brands!

Rick Parrish June 1, 2021
Forrester’s Canada Customer Experience Index (CX Index™), 2021, reveals the scores of 97 brands across nine industries. Our full report has a wealth of data at the brand and industry levels. In brief, when we compare only brands that we studied both at the start of the pandemic in 2020 and in 2021, the quality […]
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Blog

It Takes Hard Data And Soft Power To Ensure CX Success

Rick Parrish April 21, 2021
CX leaders must organize stakeholders enterprise-wide – often without direct authority over the people, process, and technology they need to influence. But how? Get a preview of the CX North America 2021 keynote.
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Blog

Five Ways To Ensure Deep Collaboration Between Marketing And CX

Rick Parrish December 14, 2020
CX and marketing can master the new normal by reinventing their relationship with each other. Learn five proven strategies for creating deep and sustained collaboration between CX and marketing.
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Blog

It’s Time For A US Federal Chief Customer Officer

Rick Parrish December 4, 2020
The Biden administration should work with Congress to create a permanent federal chief customer officer (CCO) role to oversee policy, spending, and interagency coordination for all federal customer experience (CX) efforts. Folks at the White House’s Office of Management and Budget (OMB) and some US federal agencies have been working hard to improve the quality […]
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Blog

Give More Thought To Giving Tuesday

Rick Parrish October 30, 2020
These days, many companies are trying to express moral, social, or political values that resonate with values-based consumers. Giving Tuesday (which falls on the first Tuesday after Thanksgiving) presents an opportunity for companies to do just that, so a growing number of brands participate. However, companies’ participation in Giving Tuesday will resonate with the market […]
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Research Collection

Retailers Must Adjust Their Marketing And CX Spending In The Wake Of COVID-19

Rick Parrish October 28, 2020
Retailers: Make Spending Changes In Five Categories Post-COVID-19 The business effects of the COVID-19 pandemic will be with us for years. However, the consequences of the pandemic are not identical for all companies. Different industries and firms face disparate consumer trends, resource availability, and revenue potential during the pandemic and its aftermath. As a result, […]
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Blog

US Federal CX Eked Out A New High But Still Trails The Private Sector

Rick Parrish October 1, 2020
Federal CX scores increased slightly in the 2020 CX Index. Discover what customers thought of federal agencies from the National Park Service to the IRS in this blog post.
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Blog

Canada Customer Experience Index, 2020, Results Are Now Live!

Rick Parrish August 26, 2020
Forrester’s Canada Customer Experience Index 2020 reveals the scores of 147 brands across 12 industries. This year is especially exciting for two reasons: 1. We added the utilities industry. 2. The CX Index survey was still in the field during the beginning of the COVID-19 pandemic, providing us a unique opportunity to examine how customers’ perceptions changed.
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Blog

How To Determine Your Company’s Strategy For Values-Based Consumers

Rick Parrish April 13, 2020
Brands’ moral, social, and political values are now a core issue for most customers and employees. Unfortunately, companies lack a systematic values strategy, leading to high-profile flubs. My new report, “Interactive Tool: Determine Your Company’s Strategy For Values-Based Customers,” features a Q&A tool that helps firms make conscious decisions about how much to bring moral, […]
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Blog

Getting Digital CX Right Amid The Pandemic

Rick Parrish March 20, 2020
Emotion is the most important dimension of CX quality — even for digital. Our CX Index™ data proves it. That goes double given the uncertainty of the COVID-19 pandemic. Read three ways to ensure you're delivering emotionally relevant CX during this difficult time.
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Blog

Forrester’s Top CX Research Of 2019

Rick Parrish March 2, 2020
Forrester’s customer experience (CX) research team published more than 100 reports in 2019. I just published a report that pulls together our most important CX findings from those publications and highlights them in one place. The report is called “Forrester’s Top Customer Experience Research Findings Of 2019.” The key discoveries that I feature in this […]
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Blog

We Evaluated Top US Government Websites So You Don’t Have To

Rick Parrish February 18, 2020
A surprising 44% of US online adults use federal agency websites. So why aren’t they more customer-focused? VP, Principal Analyst Rick Parrish provides some key takeaways from our recent analysis.
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Blog

The US Federal Customer Experience Remains Weak And Uneven In 2019

Rick Parrish November 25, 2019
Federal agencies are struggling with CX, despite a mandate from the White House. Uncover key areas where improvement could make an impact at your agency.
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Blog

The Canada Customer Experience Index, 2019: Canada’s Best Year Yet

Rick Parrish July 15, 2019
Despite the improvement in Canadian CX quality, not a single brand has managed to rise to the top of our rankings and continue to move upward — the mark of a true CX leader.
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Blog

The Next Horizon Of Federal CX

Rick Parrish June 17, 2019
For federal agencies, customer experience improvement leads to mission success and more efficient use of taxpayer funds. Read how to kick-off a CX transformation journey.
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Blog

The US Customer Experience Index, 2019: Some Small Gains, Widespread Stagnation, No Real Leaders

Rick Parrish June 11, 2019
Forrester's US CX Index 2019 results reveal that the overall quality of the US customer experience rose by an anemic 0.4 points, to 70.2.
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Blog

CX NYC 2019: Q&A With Rick Parrish On Values-Based Selling

Rick Parrish May 20, 2019
Consumers seek out brands that share their values. At CX NYC, we’ll debut a values-based experience framework to help CX pros strategically approach this emerging area of differentiation. Get a sneak peek by reading our Q&A with Principal Analyst Rick Parrish.
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Blog

Forrester’s Top Customer Experience Research Findings Of 2018

Rick Parrish February 25, 2019
Forrester’s customer experience (CX) research team published more than 100 reports in 2018. I just released a report that pulls together our most important CX findings from those publications and highlights them in one place. The report is called “Forrester’s Top Customer Experience Research Findings Of 2018.” The key discoveries that I feature in my […]
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Blog

Why And How To Improve The Government Customer Experience

Rick Parrish January 29, 2019
CX Success Is Vital To Mission Success The need to upgrade the government customer experience (CX) has never been more urgent. Government departments around the world still struggle with substandard experiences — and their poor CX performance hampers mission success. I explore these themes in detail in our full report, “Why And How To Improve […]
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Blog

There Are No Clear CX Leaders Among US Brands — For The Third Year In A Row

Rick Parrish June 19, 2018
Forrester’s 2018 Customer Experience Index (CX Index) for US brands reveals a worsening CX leadership gap: Not a single brand has risen to the top of our rankings and continued to move upward, and the overall quality of US customer experience is stagnating. The report is based on Forrester’s CX Index™ methodology, which measures how […]
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