customer centricity
To succeed, firms must make customers the focal point of their strategy and operations. Read insights on how to foster customer centricity at your business.
Discover how Forrester supports customer experience leaders.
Insights
Blog
Airport Data Validates Need For Real-Time Customer Obsession
Airports and travel companies need to know that the desire to travel may never return to 100%; capturing the market that remains will depend on going above and beyond to provide health safety comfort. Learn how real-time feedback can help.
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Blog
The Future Of Consumer Buying Will Drive The Reinvention Of Your Business
The relationship between consumers and businesses is undergoing a multifaceted transformation based on four factors: the economic impact of marketplaces, next generation product experiences, consumers’ perception of brand values, and brands’ adoptions of business models. Any firm that sells to consumers must understand how these factors will influence their customers as well as their own business, and they need to start planning now to harness these trends to maximize the value of customer relationships.
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Predictions 2021 Hub
Explore our blog posts, videos, guides, and other resources to understand the dynamics that will shape 2021.
Blog
Three Consumer Changes Will Define The Future Of How We Buy
The pace of consumer behavior change has clicked into another gear this year as a result of the COVID-19 pandemic. Learn how three of these trends will transform buying for the foreseeable future.
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Blog
Pandemic Got Your Marketing Plans Down? Pivot To People-Led Planning
COVID-19 has disrupted school, summer vacations, birthdays, weddings — you name it. It has been equally unforgiving to marketers, whose carefully crafted marketing plans became irrelevant amid store closures, erratic shopping trends, and supply shortages. If there’s one upside to the pandemic, it’s pushing marketers to reevaluate their marketing planning processes. Even the most thorough, […]
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Blog
Moments Map: Resolve The Paradox Of Choice To Optimize Your Digital Experience Portfolio
At surface level, brands have a plethora of avenues to connect to their consumers. But alas, it’s the paradox of choice: How do brands prioritize their technology investments to maximize consumer reach? Introducing Forrester's 2020 Moments Map.
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Blog
Differentiate With Customer Service For Marketing Success In The New Normal
Customer service today breaks the barriers of pre- and post-sale engagements. Thanks to digital adoption and omnichannel engagement strategies, customer service activities span the entire customer lifecycle. Customers make no differentiation on whether they are seeking support before or after a purchase journey and expect a consistent experience with every interaction. Consequently, customer service has also established itself as an active channel capable of creating incremental revenue streams for every business.
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Research Collection
Use Customer Understanding To Guide Your Pandemic Marketing Strategy
The COVID-19 pandemic adds even more consumer considerations to marketers’ already full plates. Stay-at-home orders, unemployment, and anxiety about the virus have altered shopping behavior, technology adoption, and expectations. But despite this uncertainty, now is not the time to pull back on marketing: In fact, businesses need to keep investing in marketing to move through […]
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Blog
Forrester Can Help You Craft Your Customer Obsession Strategy
In my research, I found that customer obsession was the good idea that everyone agreed with, but no one knows how to do. Let's change that. Read our new, complimentary eBook to get an actionable framework for a customer obsession strategy.
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Blog
In 2019, Southwest Had A CX Disaster; In 2020, Its Customers Forgave The Airline — Here’s Why
I predicted that Southwest would recover in the CX Index due to the CX equity it has built with its customers. As it turned out, Southwest not only recovered, it set a new high score for the industry and passed JetBlue to take the top spot among airlines.
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Blog
The Future Of Banking Has Arrived
Forrester's latest research finds future of banking will be invisible, connected, insights-driven, and purposeful. Analysts Jacob Morgan and Alyson Clarke break it all down.
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Blog
Key Takeaways From Forrester’s Customer Service Executive Roundtable On Turning Challenges Into Opportunities
Twenty-two customer service executives shared their victories and challenges during the coronavirus pandemic. Read key takeaways from this conversation about customer service during COVID-19.
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Podcast
Customer Journey Mapping In A Crisis
Since the outbreak of the coronavirus pandemic, firms have struggled to keep on top of customers’ fast-changing needs. To succeed, look no further than the journey map. We’re joined by VP, Principal Analyst Joana Quintanilha on this week’s What It Means to discuss how journey mapping can help firms right now.
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Blog
Les conséquences de la crise du Covid-19 sur le bien-être financier des consommateurs français
Déjà bien avant que l’épidémie de coronavirus ne frappe, les recherches menées par Forrester révélaient qu’un grand nombre de consommateurs français s’inquiétaient de l’état de leurs finances personnelles et considéraient la gestion de ces dernières comme une tâche difficile. De fait, un an avant la crise, un quart des consommateurs français interrogés déclaraient se sentir […]
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Blog
Gli Effetti Del COVID-19 Sul Benessere Finanziario In Italia
This blog post was translated by Corrado Loreto. Una nostra recente ricerca ha dimostrato che, ancor prima della pandemia di Covid-19, i consumatori italiani stavano affrontando molteplici difficoltà finanziarie ed erano preoccupati per la loro generale situazione finanziaria. Per capire come la pandemia sta influenzando le finanze e i comportamenti dei consumatori, abbiamo intervistato 1.137 […]
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Blog
B2B Leaders Will Find CX North America Literally And Virtually Stimulating
Learn how we'll help firms master B2B customer experience at the CX North America live virtual experience on June 16-18, 2020.
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Blog
The Effect Of COVID-19 On UK Consumers’ Financial Well-Being
Thirteen percent of UK adults have seen their income (hours and/or wages) reduced due to COVID-19. This is impacting their ability to spend and meet financial commitments: Around half have reduced spending to the minimum, and 10% have missed a bill or loan payment.
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Blog
The Effect Of COVID-19 On Canadians’ Financial Well-Being
Even before the COVID-19 outbreak, our research showed that Canadian consumers were facing multiple financial challenges and were worried about their financial situation. To see how the pandemic was impacting consumer finances and behaviors, we surveyed 1,119 Canadian online adults in April 10–15, 2020 and found that Canadians: Are already feeling the impact of COVID-19 […]
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Blog
The Effect Of COVID-19 On US Consumers’ Financial Well-Being
Even before the COVID-19 outbreak, our research showed that US consumers were facing multiple financial challenges and were worried about their financial situation. To see how the pandemic was impacting consumer finances and behaviors, we surveyed 1,122 US online adults in April 10–15, 2020 and found that US consumers: Are already feeling the impact of […]
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Blog
Summit 2020: Lessons In Resilience And Customer Centricity
Forrester analysts share how B2B companies can help their clients and themselves navigate uncertainty and come out ahead.
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