TJ Keitt

Senior Analyst

Forrester Bio

TJ Keitt

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Introducing Forrester’s B2B Tech Customer Experience Index Methodology

TJ Keitt August 1, 2016
Since 2007, Forrester has helped consumer brands evaluate the experience they deliver to their customers with our Customer Experience Index (CX Index™). This methodology powerfully demonstrates to business-to-consumer (B2C) companies the link between CX and customer loyalty. Business-to-business (B2B) firms can benefit from a similar methodology to assess their emerging CX practices. Using the B2C-oriented […]
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Do You Have The Tools To Make Your Customer Experience Ecosystem Work?

TJ Keitt April 14, 2016
A high-quality customer experience is the result of interactions between people in a network, which Forrester calls a customer experience (CX) ecosystem. As followers of this blog know, what holds that ecosystem together are value exchanges facilitated by an open, collaborative business culture. My colleague Sam Stern laid out how businesses define workers' roles and […]
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Is Your Business Social Enough To Create Great Customer Experiences?

TJ Keitt October 9, 2015
Your customer experience (CX) is the product of the interactions between your employees, partners, and customers within your operating environment. Forrester has labeled this as a customer experience ecosystem. It's important to understand CX ecosystems' two components — the people and the operating environment — for two reasons:  People participate in the ecosystem if they get […]
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B2B Customer Experience Professionals: Do You Know Who Your Customers Are?

TJ Keitt October 7, 2015
In April 2015, we started a conversation about what is different between business-to-consumer (B2C) and business-to-business (B2B) customer experience (CX). That early discussion focused on the fact that in B2B scenarios, there isn't one customer; there are multiple stakeholders within a client account whose work depends on interactions with the vendor. Now we're ready to […]
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Can Your Organization Build A Customer Experience To Rival The Cloud-Based Upstarts?

TJ Keitt June 3, 2015
The cloud is not just reshaping how companies provision technology; it's changing customers' experience. A technology platform that is easily scalable for and accessible to the billions of connected devices customers use — PCs, smartphones, tablets, TVs, cars, jet engines, and more — has allowed cloud-services companies to completely reinvent experiences. No one was using […]
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B2B Customer Experience Is Grounded In Collaborative Relationships

TJ Keitt April 10, 2015
On a recent podcast with my colleagues Deanna Laufer and Sam Stern, I was asked about the difference between business-to-consumer (B2C) and business-to-business (B2B) customer experience (CX). My answer is what I believe is the problem that vexes CX professionals trying to establish CX programs in B2B firms: In a given account there isn't one […]
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Social Analytics Can Help You Better Address Customers If You’re Willing To Experiment

TJ Keitt January 7, 2015
*This post was originally posted on the Destination CRM Blog Thanks to digitization and inexpensive storage, businesses can now collect incredible amounts of information on their customers, competitors, and other market factors. But you only profit from this bounty if an employee can find the right data nugget when they need it. And here lies […]
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The Cloud Will Drive Agility Into Your Customer Experience Ecosystem

TJ Keitt November 20, 2014
This past June, Forrester began a conversation about what ails the networks of customers, partners, and employees we call customer experience ecosystems. My colleague Rick Parrish attributed the problems to an unhealthy mix of cumbersome rules, disorganized technologies, and complacent management. The result? Businesses aren't able to leverage those customer, partner, and employee relationships to […]
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You Need Great Employee Experiences To Create Great Customer Experiences

TJ Keitt September 25, 2014
It's easy to get swept up in the power of the digital age, where smart mobile devices and cloud services open the door for new and exciting ways to engage customers. We think a lot about how these technologies will create enticing customer experiences (CX), making these digital touchpoints the face of the brand. I […]
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Agility Must Be At The Core Of Your Customer Experience Ecosystem

TJ Keitt September 2, 2014
This past June, my colleague Rick Parrish alerted customer experience (CX) professionals to a dire problem: Their networks of customers, partners and employees that affect customer experiences are fundamentally broken. Rick’s diagnosis reveals numerous organizational, cultural, and and partnership issues across businesses’ sprawling CX ecosystems. I admit it — this description makes the challenge of […]
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Collaboration Technology Should Be Part Of Your Customer Experience Tool Kit

TJ Keitt June 30, 2014
Businesses invest considerable sums of money with vendors like Box, Cisco, Google and Microsoft for a collection a technology we call collaboration tools. As an analyst, though, the question that has dogged me in watching this space is "why?" As in "what is the actual value a business gets from investing in collaboration technology?" The […]
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Your Technology Reflects The State Of Your Customer Experience Ecosystem, So Plan Accordingly

TJ Keitt May 30, 2014
The business press has come alive over the past few weeks as companies as diverse as Delta, Facebook, and Tesla have publicly declared that they want to own software development for key applications. What should catch your attention about these announcements is the types of software these firms want to control. Delta is acquiring the […]
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Compelling Content Experiences Prove To Be Google And Microsoft’s Rich Opportunity In 2014

TJ Keitt January 6, 2014
In November 2013, we published a report laying out what will be the key points of differentiation between Google Apps and Microsoft Office 365 by 2016. At the core of this report is a simple message: The value of these cloud collaboration suites isn't inexpensive email; their value is in their role as an interaction […]
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Simple Isn’t Always That Simple When Moving To Google Apps Or Office 365

TJ Keitt September 30, 2013
I spent the past three months talking to Google and Microsoft professional services partners, as well as Google Apps and Office 365 clients, to better understand how cloud collaboration and productivity suites are implemented and the value clients get once they move into these environments. One word that came up quite a bit during these […]
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How Does A CIO Build The Workplace Of The Future?

TJ Keitt August 5, 2013
Anyone who's been following this blog knows that I've invested a lot of time recently laying out the case for why CIOs should take more ownership over employee engagement and workforce experience. With the foundational argument in place, it's now time to turn to the critical question: How should an IT department act? This can […]
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The Five Questions We Don’t Get About Office 365 And Google Apps But Should

TJ Keitt July 1, 2013
The era of cloud-based collaboration technology is here. Forrester's last survey of collaboration software decision makers showed that 67% are planning to or already deploy collaboration software-as-a-service (SaaS). Buttressing this stat is the incredibly high volume of inquiries I've received over the past two quarters from business and IT leaders trying to decide between Microsoft technology […]
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Lessons From A CIO Forum Conversation On Employee Engagement

TJ Keitt May 7, 2013
Yesterday afternoon, I moderated a panel on the role the IT department can play in the business's employee engagement efforts. Any follower of this blog knows that this is a topic I've talked about a lot lately (see previous posts here and here) because hiring, developing and retaining talented and productive employees is critical in […]
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Engaged Employees Expect IT Leaders To Understand Their Needs

TJ Keitt April 17, 2013
My colleague Simon Yates and I have spent a good bit of time recently discussing the role of IT in creating engaging experiences for employees. We've proposed that IT leaders concern themselves with helping business leaders convert that engagement into productive actions that achieve positive business outcomes, like good customer experiences and employees advocating for […]
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The CIO Is The Facilitator Of Engaging Employee Experiences

TJ Keitt March 26, 2013
Employee engagement is a hot topic in many C-suites today. There's a growing body of research that says engaged employees are productive employees, contributing positively to the bottom line. Forrester's own workforce research shows those who feel supported by managers, respected for their efforts, and encouraged to be creative are more inclined to recommend the […]
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Choosing Between Microsoft Office 365 And Google Apps Hinges On Your Belief In The Vendor’s Vision

TJ Keitt February 6, 2013
Over the last couple of years, I've fielded a number of inquiries from Forrester clients who are trying to decide whether their company should move their email and other collaboration workloads into the cloud via Google Apps for Business or Microsoft Office 365. This conversation has gained so much momentum that I recently did a […]
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