Rick Parrish

VP, Principal Analyst

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Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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Blog

Plan Your Summer Vacation Around Customer Experience Inspiration

Rick Parrish July 2, 2015
It's finally here. That time of year when seemingly half of the federal workforce flees Washington, D.C., for a well-deserved vacation. It's a magical time for those of us who stay behind: Less traffic shortens our commutes, the Starbuck's and food truck lines are shorter, and fewer people at meetings means more decisions get made. […]
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Customer Experience News: This Week In Congress

Rick Parrish June 29, 2015
Each Congress considers over 10,000 bills, and virtually none of them ever explicitly focus on customer experience (CX). However, some bills do have implications for federal CX. And although just 3% of bills ever become law, federal CX advocates should stay informed of proposals from the start. That way, we can suggest improvements, help good […]
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Blog

How The Social Security Administration Hit A CX Trifecta With A Mobile App

Rick Parrish June 25, 2015
The Social Security Administration’s (SSA) Supplemental Security Income (SSI) program had a problem: It was paying out way too much in unearned benefits to program participants. This was happening because participants weren’t reporting their income often enough. As participants’ incomes went up, their SSI eligibility went down — but they continued receiving SSI benefits based […]
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Blog

Guerrilla CX For Government

Rick Parrish June 18, 2015
Federal customer experience (CX) professionals are trying to wage a conventional war against bad CX. But they usually don’t have the budget, personnel, or authorities they need to win big, decisive battles. That’s why federal CX pros should consider changing their approach and use some proven CX guerrilla tactics instead. To make the most of […]
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Blog

The OPM Hack Is Bad News For Federal Customer Experience Improvement

Rick Parrish June 11, 2015
It’s been a rough nine months for federal cybersecurity. The huge Office of Personnel Management (OPM) hack is just the latest in a series of incidents that make people skeptical of Washington’s ability to protect their personal information. Since last fall, we’ve witnessed hacks of the: OPM. Last week’s cybersecurity failure at OPM wasn’t its […]
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How To Implement The Customer Experience Advice In The US Digital Services Playbook

Rick Parrish June 4, 2015
A few weeks ago, I advised federal agencies to build better digital customer experiences. I had no idea how polarizing the post would be, so I’d like to return to the topic of digital customer experience (CX) again this week. Even the US Digital Service (USDS) thinks federal agencies need better digital CX. Last year, […]
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Blog

Federal Agencies Must Treat Customer Experience As A Business Discipline

Rick Parrish May 31, 2015
By now we all know that federal customer experience (CX) is disastrously weak and that improving it will boost both agency operations and the health of the political system. We’ve also seen some pockets of hope popping up, as I predicted a few months ago. For instance: The Department of Education’s new portal is complete, the […]
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Blog

How Governments Can Improve Everyone’s Customer Experience

Rick Parrish May 21, 2015
I spend a lot of time talking about the poor quality of federal customer experience (CX) and the effects it has on the public. I’ve already talked about how federal agencies averaged the lowest score in Forrester’s Customer Experience Index (CX Index™). In fact, most of the worst performers in any industry were federal agencies […]
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Blog

Federal Agencies Must Focus On Emotion To Create Great Government Customer Experiences

Rick Parrish April 30, 2015
Think about the last time you went through airport security. Or applied for federal benefits. Or paid your taxes. How did those experiences make you feel? What specific emotions did they invoke in you? Did you feel comforted, hopeful, and valued — or insulted, frustrated, and nervous? Questions like these are the most important things […]
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