customer experience measurement

Insights

Five Ways To Plan For B2B Journey Mapping Success

Su Doyle August 14, 2018

Journey mapping can be an energizing and eye-opening exercise in customer empathy. As advisors to B2B CX and marketing leaders in the Forrester Leadership Boards (FLB), we come along on many journey mapping “journeys.” The most common question we receive from executives is, “How do I ensure the journey mapping process is actionable and aligned […]

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The AI Revolution In CX Measurement

Maxie Schmidt August 3, 2018

Let’s face it, most CX measurement programs could use a revolution — AI or otherwise. Because CX measurement programs are: Crumbling. CX measurement relies too much on surveys. But transactional surveys capture only between 2% and 7.5% of interactions. And survey response rates are declining (not surprising, because firms flood customers with CX surveys that feel like […]

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Making Journey Maps Useful: CX Measurement Edition

Maxie Schmidt July 27, 2018

Of course you should use journey maps to define CX metrics — it’s the only way to define outside-in CX metrics that: Capture important pain or peak points. Measure the right CX drivers. Align operational metrics with customers’ expectations (e.g., how you measure delivery times). But why are only 39% of CX pros using journey maps […]

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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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Customer Experience Q&A: Etsy’s Abby Covert, Information Architect

Harley Manning May 30, 2018

If you care about CX, you have to admire Etsy. It was the top digital retailer in Forrester’s Customer Experience Index™ in 2017. It excels at differentiating itself with a unique set of products and a distinctive online store, where buyers routinely upload pictures of their purchases alongside gushing reviews. Unsurprisingly, Etsy is also one […]

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Customer Experience Q&A: Etsy’s Abby Covert, Information Architect

Harley Manning May 30, 2018

If you care about CX, you have to admire Etsy. It was the top digital retailer in Forrester’s Customer Experience Index™ in 2017. It excels at differentiating itself with a unique set of products and a distinctive online store, where buyers routinely upload pictures of their purchases alongside gushing reviews. Unsurprisingly, Etsy is also one […]

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Countdown To Forrester’s 10th Annual CXNYC Forum June 19–20

Harley Manning May 18, 2018

Back in 2009, Forrester launched its first customer experience forum. We picked New York as the location because for years we’d put on a financial services event there, and we knew that our attendees from the banking, brokerage, and insurance industries all had CX on their minds. We didn’t know how well the new event […]

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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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Power CX Prioritization Decision Making With A Rigorous Model

Ryan Hart March 16, 2018

Rik Reppe, advisory partner at PwC’s The Difference, summarizes the crux of most CX practices today by saying, “[As a CX pro] you may have 1,000 projects you could do, 100 projects you should do, and 10 projects you can do.” So which ones do you do – and more importantly, which ones do you say no to? For a customer experience (CX) […]

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The Recent NPS Debate - What You Should Really Know

Maxie Schmidt January 19, 2018

Many clients have asked me about my thoughts on the recent blog post by Jared Spool who says Net Promoter Score (NPS*) is a harmful metric. I then usually mention that he is making good points but that there is another post by Aga Szóstek who says the believe in a silver bullet is the truly […]

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CEO Conviction In CX - Why You Overestimate It And How To Get It ...CX Europe 2017

Maxie Schmidt October 18, 2017

Seems like it’s good news when only 5% of CX pros say lack of support by the CEO is among their top 3 challenges. A successful CX transformation needs a CEO who leads by example and rallies the organization around CX. When committed CEOs leave, CX efforts die. But is this really good news? No. […]

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CXEurope 2017: Introducing the Values Based Customer

Henry Peyret October 18, 2017

More than 5 years ago Forrester introduced the Age of Customer as a new 15 to 20 years era which saw the increasing customer empowerment in front of brands and companies. For companies, the first step in this era turned into improving the customer experience and the customer journey through an omnichannel strategy,  identifying the […]

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The View From Backstage: How We Helped Get Customer Obsession Working For You At Forrester’s B2B Marketing Forum In Austin

Caroline Robertson October 17, 2017

Just over a week ago in Austin, I achieved another professional milestone — hosting my first Forrester B2B Marketing Forum. While the team did a wonderful job of preparing me and all the speakers at this event, the one thing I was unprepared for is how different the view is from backstage. The upside was […]

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Forrester Gathers Experts Across Disciplines To Tackle Europe’s Most Pressing Privacy, Security, And Trust Challenges

Laura Koetzle September 19, 2017

Fresh off a successful event in Washington, DC last week, we’re gearing up for Forrester’s Privacy & Security Forum Europe in London on 5-6 October. Forrester is gathering experts in cybersecurity, privacy, customer experience, regulatory compliance, identity management, personalization, blockchain, and a range of related topics.  Together, Forrester analysts and leaders from firms like ABN […]

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Drive Revenue With Great CX — And Math!

Laura Garvin Tramm February 1, 2017

In our Drive Revenue With Great Customer Experience, 2017 report, we describe how great customer experience (CX) drives revenue. After reading the report, you may be wondering, how did we link revenue to CX? We followed a rigorous, academic approach that started with the premise that improving CX drives customer loyalty. Using our Customer Experience Index […]

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Drive revenue with great customer experience – Our 2017 analysis will help you make the case for CX investments

Maxie Schmidt January 18, 2017

If you are like other CX pros, at some point in your CX career you’ll encounter the “money question.” Your CEO will ask you: “What’s an improvement in our customers’ experience worth in dollars and cents?” And it’s likely that you won’t have a (good enough) answer. I say that because I know that 50% […]

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Transforming Your Organization Into A Customer Experience Powerhouse

Keith Coe April 19, 2016

Not surprisingly, most executives whom Forrester surveys want their organizations to deliver a better customer experience and to become more customer-centric. But few organizations are achieving this aspiration: 82% of brands in Forrester’s Customer Experience Index (CX Index™) got scores of “OK” or worse by customers. Stakes in the race for customer experience excellence are high: […]

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Design A Customer Feedback Strategy That Doesn’t Annoy Customers

Kara Hoisington April 19, 2016

Asking customers for feedback is one of the most direct ways to understand their experiences and needs across touchpoints. However, we’ve all experienced an organization’s attempt to execute this . . . usually poorly. Surveys are too long. Callbacks are interruptive. What are they going to do with my feedback anyway? Combatting these types of […]

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Measure Emotions In Customer Experiences To Improve Loyalty

Maxie Schmidt March 9, 2016

Do you know how your customers feel about their experiences with your firm? Customers’ emotions can damage — or improve — customers’ perception of the overall experience and your firm’s ability to grow. Customers’ emotions affect whether you’ll lose or keep them, whether they will buy more or less from you, and whether they will […]

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