Rick Parrish
VP, Principal Analyst

Author Insights
Blog
Five Ways To Ensure Deep Collaboration Between Marketing And CX
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
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
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
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
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!
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
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
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
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
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
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
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
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
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
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
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
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
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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Blog
The US Federal Government Still Ranks Near The Bottom Of Forrester’s Customer Experience Index
The White House requires federal agencies to “provide a modern, streamlined, and responsive customer experience across government, comparable to leading private sector organizations.” Unfortunately, results from Forrester’s 2018 US Federal Customer Experience Index (CX Index™) show that federal CX remains weak and uneven. The 15 US federal agencies and programs that we rated in this […]
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Blog
Join Us At CX DC 2018: Transform Government From The Outside In
The focus on government CX is not a fad. The new Improving Customer Experience cross-agency priority (CAP) goal in the President’s Management Agenda makes that crystal clear. The goal requires federal agencies to match the private sector and make creating a “modern, streamlined, and responsive experience” a “focal point for agency leadership.” What’s more, the […]
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