Rick Parrish

Principal Analyst

Forrester Bio

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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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Yes, Federal CX Professionals, They Are Out To Get You

Rick Parrish July 19, 2016

This post is part of a series dedicated to the challenges, opportunities, and realities of federal customer experience. Interested in learning more? Register for our complimentary government CX webinar next week, and be sure to join me as I host Forrester’s first-ever CXDC Forum on Sept. 12th in Washington, DC. It’s been 23 years since […]

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The Public Is Still Skeptical Of Federal Digital Customer Experience

Rick Parrish February 29, 2016

The White House has been trying to improve the federal digital customer experience (CX) since 2011. But when I published my first report and blog on the topic in 2015, the situation was still dire. A Forrester survey had just shown that, for instance: Only two-fifths of the public agreed that the federal government should […]

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Federal CX Pros Must Start Preparing For The Presidential Transition Right Now

Rick Parrish September 17, 2015

It's been eight years since the last presidential transition. Since then, we've seen real progress on the federal customer experience (CX) front, including the creation of the "customer service" cross-agency priority goal; the launch of 18F, the US Digital Service, and similar digital services shops; and the appointment of chief customer officers at four agencies. […]

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What Should Washington Do About The Public's Lukewarm Attitude Toward Digital Government?

Rick Parrish August 5, 2015

Digital government is big in Washington. Next year, the White House plans to spend $35 million more on the US Digital Service, $105 million for digital services teams at 25 agencies, and tens of millions more for digital channels throughout the federal government. And that’s just the latest tranche, piled atop hundreds of millions in digital […]

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Customer Experience News: This Week In Congress, July 20th, 2015

Rick Parrish July 20, 2015

Welcome to the second installment of this series on Congressional action that could affect federal customer experience (CX). As I said in my first post, the purpose of this series is to help federal CX advocates track bills that could affect federal CX. That way, we can suggest improvements, help good ideas become law, and […]

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Three Ways To Improve Federal Digital CX On A Shoestring Budget

Rick Parrish July 8, 2015

Have you read the results of the Government Business Council’s new “Digital Disconnect” survey? The results are fascinating, and I could go on for quite some time about them (just ask my dogs, who have been listening to me rant about the survey all morning). However, at the moment, I will focus on the result […]

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