Rick Parrish

VP, Principal Analyst

Forrester Bio

Author Insights

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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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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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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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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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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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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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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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The US Federal Government Still Ranks Near The Bottom Of Forrester’s Customer Experience Index

Rick Parrish May 31, 2018
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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Join Us At CX DC 2018: Transform Government From The Outside In

Rick Parrish April 17, 2018
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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Avoid These Top CX Misconceptions

Rick Parrish March 19, 2018
To provide great CX reliably and efficiently, companies must master the six competencies of customer experience management (CXM): research, prioritization, design, enablement, measurement, and culture. Unfortunately, common misconceptions can cause even the most experienced CX professionals to stumble along the path to CXM maturity. In our new report, Avoid These 14 CX Misconceptions, my colleagues […]
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Does CX Quality Affect Stock Performance? Yes, But…

Rick Parrish February 28, 2018
For years, back-of-the-napkin analyses have claimed that CX quality correlates with better stock performance. We dug deeper and compared a portfolio of CX leaders in Forrester’s CX Index™ to a portfolio of CX laggards from October 3, 2016 to October 2, 2017. The results of our study were an unambiguous win for the CX leaders […]
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The US Customer Experience Index For 2017: CX Quality Worsened

Rick Parrish September 27, 2017
This year’s Customer Experience Index report for US brands revealed a CX leadership gap — not a single brand has risen to the top of our rankings and continued to move upward. The report is based on Forrester’s CX Index™ methodology, which measures how well a brand’s CX strengthens the loyalty of its customers. We revealed the […]
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CXDC 2017: Navigating the Uncertain Future of Federal Digital Engagement

Rick Parrish September 5, 2017
Next week at Forrester’s annual CXDC Forum in Washington, D.C., I’ll be joined by more than 200 government leaders who are leading the charge to improve CX at the federal level. Our packed agenda already includes 15+ sessions and features top CX leaders from the Census Bureau, Department of Veteran Affairs, TSA and more. We’ll […]
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The Canada Customer Experience Index For 2017: Losses Across The Board

Rick Parrish August 30, 2017
I’m happy to announce that we just released this year’s Customer Experience Index report for Canadian brands. The report is based on Forrester’s CX Index™ methodology, which measures how well a brand’s customer experience strengthens the loyalty of its customers. This year, we revealed the complete rankings of all 192 brands across 18 industries in […]
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The Canada Customer Experience Index For 2016, Part 1: A Year Of Stagnation

Rick Parrish September 29, 2016
I’m happy to announce that we just released this year’s Customer Experience Index report for Canadian brands. The report is based on Forrester's CX Index™ methodology, which measures how well a brand's customer experience strengthens the loyalty of its customers. We use this methodology to create an annual benchmark of CX quality at 193 Canadian […]
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Washington Still Fails At CX: Insights From The US Federal CX Index, 2016

Rick Parrish September 9, 2016
The White House requires federal agencies to provide customer experiences that match the best of the private sector's. Yet despite another year of intense focus the federal customer experience remains overwhelmingly weak and uneven. The 15 US federal agencies and programs that we rated in this year’s US Federal Customer Experience Index (CX Index™) earned an […]
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CXDC 2016 Q&A with The Department of Veterans Affairs (VA)

Rick Parrish August 17, 2016
CXDC 2016 is just around the corner, and we have an incredible agenda featuring 25+ Federal CX leaders and top Forrester analysts.  I asked two of our speakers from the Department of Veterans Affairs (VA) – Sarah Brooks, Director, Insight & Design and Julia Kim, Chief of Staff, Veterans Experience – to chat about some of […]
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Talent Management For The Customer-Obsessed Organization

Rick Parrish August 11, 2016
Employees are the lifeblood of a customer-obsessed enterprise. No matter how advanced a company's technology, how big its data, or how trendy it’s marketing, businesses today simply cannot succeed without employees who devote themselves to customers. However, many companies struggle to build a customer-obsessed workforce because they: Hire for skills and experience. Siloed hiring managers focus […]
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Federal CX Professionals: Your Time Is Now

Rick Parrish August 2, 2016
This post is part of a series dedicated to the challenges, opportunities, and realities of federal customer experience. Interested in learning more? Check out our recent webinar to learn why CX success is vital for government success. In my last post, I explained how forces arrayed against federal customer experience (CX) improvement hinder Washington’s efforts. […]
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The US Customer Experience Index for 2016, Part 2: CX Plus Digital Equals Disruption

Rick Parrish July 25, 2016
In a previous blog post about the Customer Experience Index for US brands In 2016, Harley Manning contrasted the rising tide of CX quality with the stagnation among top brands. In this post I'll explore another big finding from our research: CX-fueled digital disruption. In this year's CX Index results we found that: Wireless service […]
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