Customer Experience Strategy
A strong customer experience strategy can pay dividends to your bottom line. But orchestrating across a complex enterprise is easier said then done. Read insights on establishing and implementing a CX strategy.
Discover how Forrester supports customer experience leaders.
Insights
Blog
Improve Your CX Prioritization With Forrester’s Updated And Expanded Tools
How do you make good decisions? That question is at the heart of many conversations I’ve had with clients about CX prioritization. Choosing what to do — and what not to do — is both an art and a science, and you can apply different levels of rigor to your process to enhance your ability […]
Blog
Introducing The Experience Research Platforms Landscape, Q3 2025
Experience research platforms help companies discover and define opportunities, test concepts and prototypes, and evaluate user and customer experiences.
Blog
Starbucks: One Year Later
On the anniversary of Brian Niccol taking the reins, we look at the foundation he has laid for the future.
Podcast
AI Pricing, Outcome-Based Pricing, Developer Productivity
As the annual budgeting and planning season comes into full swing, we drill down into two unique pricing trends. We then take a detailed look at how to measure developer productivity.
Blog
AIA Wins Forrester’s 2025 Customer-Obsessed Enterprise Award In APAC
AIA Group has won Forrester’s 2025 APAC Customer Obsession Award, recognized for putting customers at the heart of its strategy, operations, and leadership. The company stood out among strong contenders across the region.
Webinar
How To Simplify CX Tech Buying Decisions With Function-First Thinking
Learn how Forrester’s Function-First Framework helps CX leaders simplify complex technology decisions, prioritize functionality, avoid wasted investments, and align tech with strategic business goals.
Blog
Why B2B Customer Service Is Now Part Of My Research Agenda
When B2B survey respondents say that 73% of their revenue originates from current customers, retaining and growing those accounts must be a top priority, one that is well coordinated across all postsale motions, from onboarding to servicing and expanding business on the back of attained goals. Especially in volatile economic markets and geopolitical times, every […]
How To Simplify CX Tech Decisions Without Wasting Your Budget
Join us LIVE on September 17 to cut through CX tech complexity by making function-first decisions and get a first look at our CX Leader’s Guide To Savvy Tech Buying.
Blog
From Generic To Human-Centered And Empowering: Tomorrow’s CX Starts Today
The convergence of emerging technologies is accelerating the transformation of customer experience — reshaping how companies understand and serve customers, streamline operations, and deliver value.
Podcast
Fear In B2B Buying, Future Of Experiences, Cisco Live Recap
In this episode of What It Means, we dig into fear as a motivator in the B2B buying process, the human-centric future of digital experiences, and what CISOs need to know coming out of Cisco Live.
Blog
It’s Time To Talk About The ROI Of CX For Government
Over the past year, we’ve collected stories and interviewed government CX leaders and the consultancies that support government agencies because we want to help public-sector leaders connect CX with mission outcomes.
Blog
Navigate The DXP Revolution For Impact With The New Executive Guide For Digital Experience Platforms
We’re seeing some wildly exciting things happening with digital experience platforms (DXPs) that present both opportunities and significant challenges for modern enterprises. They are becoming the backbone of how we connect with customers. To harness these exciting possibilities, technology and business leaders must move beyond just knowing about the trends and instead translate and mold […]
Webinar
Accelerate Reach, Authority, And Relevance With Third-Party Content
This is your chance to elevate your content performance and stay ahead in a rapidly changing landscape. Don’t miss out.
Blog
The Public’s Trust Is the Cornerstone Of Success For Singapore’s Government
Trust is the currency of effective governance. In Singapore, where public institutions are known for their efficiency and integrity, maintaining high levels of trust is not just a legacy — it’s a strategic imperative.
Blog
Use Forrester’s Function-First Framework To Navigate The Complex World Of CX Tech
How can CX leaders cut through the noise and find the right solutions for their organizations? Learn how Forrester’s Function-First Tech Buying Framework can help with vendor selection.
Blog
Revitalize Your Total Experience At CX Summit APAC
CX, marketing, and digital leaders have many measurement options at their disposal but struggle to identify what matters most to their customers and business. Find new ways forward at CX Summit APAC.
Webinar
How To Create Stand-Out B2B Content In A Zero-Click World
Learn breakthrough strategies to reshape your B2B content marketing for AI-driven search and complex buying networks.
Blog
Featured CX Executive: Brad Smith, Enterprise Insights & CX Leader At Securian Financial
We’re four months into 2025, and there has been no shortage of volatility to challenge even the most seasoned CX executives. To stay on course, we recommend keeping a ruthless focus on customers while also balancing disciplined spending, change leadership, and risk management.
On-Demand: 2026 CX Budget Planning That Works
Missed the live session? Watch our webinar to learn how CX leaders are investing in smarter tools, sharper tactics, and AI-ready teams for 2026 success.
Blog
Measuring What Matters: Answering Key Customer Experience Metrics Questions From Our Webinar
We received many questions during our recent webinar on CX metrics. Here, we provide answers while recapping some of the key themes.
Blog
Financial Firms Offer Laid-Off Government Employees A Chance To … Spend More Money?!
At a time of high volatility, financial services brands should focus on removing customer stress and offering benefits, not finding ways to sell more to struggling customers. Get four tips on how to do that in this post.
Blog
Is Customer Success Paying Enough Attention To GenAI Today?
Last week, we published two data snapshot reports from Forrester’s State Of Customer Engagement Survey, 2024. Focused on US-based respondents at B2B firms that primarily sell software, these short reports give a bit of a unique look into the more sophisticated side of customer engagement.
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