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
Unstructured Data: Your Rocket Fuel For GenAI
Most B2C leaders are captivated by developing the newest generative AI tools or agentic solutions. But since AI models are only as good as the data they learn from, the real differentiator lies in the inputs — specifically, unstructured data. GenAI thrives on the messy stuff — images, video, speech, behavioral signals — and it’s […]
Blog
CX Cast Roundup, September 2025: Change, Mobility, And The Future Of CX Talent
This month on The CX Cast, we explored the realities of leading customer experience in a rapidly evolving world. From reimagining mobility to fixing change management failures and even preparing the next generation of CX leaders, as always, we provide practical advice you can apply today. Here’s what you missed and why you should catch […]
The Countdown To 2026 Predictions Has Begun
Don’t miss your chance to lead with confidence. Get early access to Forrester’s expert guidance across marketing, CX, digital, tech, and security.
Blog
How UCL Is Preparing Future CX Leaders For The AI Age
AI is transforming the skills that CX professionals need to succeed. Discover how University College London prepares future CX leaders for an AI-driven world with practical skills, real projects, and lifelong learning strategies.
Blog
Today’s Leaders Must Heed AI Advice For Future Disruptors
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
Blog
It’s Time To Talk About Where Your CX Function Should Sit
It's one of the most common questions from CX leaders: Where should the CX function sit? We identified multiple factors and variables that influence the best possible home for the CX function in this post.
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.
Cut Through CX Tech Noise And Buy Smarter
Stop wasting money on tools you don’t need. Learn how to use Forrester’s function-first framework to align CX tech with business goals, avoid overspending, and drive real results.
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 […]
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.
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