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

The Total Experience Awaits At Forrester’s CX Summit 2025

Rick Parrish February 11, 2025
Imagine a future where bold brand strategies seamlessly blend with real-world journeys to captivate and delight customers. Explore the tools to create that future at CX Summit North America, the premier gathering of CX, marketing, and digital professionals.
Blog

Great Digital Banking Experiences Create A Data-For-Value Flywheel

Peter Wannemacher February 4, 2025
Driving engagement is top of mind for most digital banking leaders. Forrester’s research reveals the immense value — for both customers and banks — of useful, convenient digital banking experiences. The right mobile banking offerings, for example, can unlock new value for a customer and differentiate a bank’s brand. And our broader customer experience research […]

CX Summit “Super Early-Bird Savings” End March 10!

Gain the confidence to redefine your customers' total experience at CX Summit North America with keynotes, expert sessions, and workshops. Register by March 10 to save $1,100!

Webinar

Revolutionizing B2B Marketing With Adaptive Programs For Buying Groups

B2B buying groups are more complex than ever. Learn how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs.
Blog

Is Your Bank Ready For What’s Next In Mobile?

Peter Wannemacher December 4, 2024
Our newly published research into people’s mobile banking needs, expectations, and behaviors surfaced 10 emerging must-have features and 10 emerging differentiators in mobile banking experiences.
Blog

School’s In Session — Five Lessons Learned From The Forrester Wave™: Customer Experience Strategy Consulting Services, Q4 2024

Judy Weader November 26, 2024
Get the five key lessons learned about customer experience strategy consulting services in this preview of our new Wave report.
Blog

Slash The Hidden Costs Of Your Customer Surveys

Maxie Schmidt October 9, 2024
Nearly all CX measurement and VoC efforts use customer surveys. But your surveys are costlier than you think. Obvious costs include the budget for a tech vendor you use to send and analyze surveys or incentives for customers.
Blog

Get Ready For GenAI Chatbots: The State Of Conversational AI

Max Ball October 7, 2024
Talk about change! As we approach the two-year anniversary of the announcement of OpenAI’s launch of GPT-3.5, conversational AI has been reinvented to incorporate generative AI (genAI) to take advantage of the many ways that this technology can make self-service applications smarter. Previously, the conversational AI tools used to create chatbots and intelligent virtual agents […]
Blog

What To Do With The New Customer Experience Management Standards

Pete Jacques October 2, 2024
In recognition of CX Day 2024, Bain & Company, in collaboration with Kantar and Qualtrics, released a new set of global standards for customer experience teams. Will they help CX teams resolve their challenges?
Blog

Enhance User Confidence In Digital Experiences To Build Trust

Senem Guler Biyikli September 26, 2024
Customers’ task completion is a measure of success for many companies, but to create a good user experience, it is just the bare minimum. There is more to consider for creating good, fulfilling experiences. Learn key practices to enhance user trust and confidence in digital experiences.
Blog

Using Agile For Change

Dan Bieler September 25, 2024
So you’ve tried agile, but it didn’t deliver what you hoped for. Maybe you faced resistance from employees, or you weren’t able to increase the speed of innovation efforts, or the cost savings that you hoped for didn’t materialize. Whatever the underlying issues, you’re not alone. “Going agile” isn’t easy. Agile doesn’t deliver guaranteed results, […]
Blog

Your Personas Are Outdated: It’s Time To Evolve Your Approach

Audrey Chee-Read August 22, 2024
Personas are foundational and seemingly simple, yet deceptively challenging. Learn what it takes to create effective ones.
Podcast

How GenAI Will Transform The Contact Center

What It Means August 22, 2024
Generative AI (genAI) holds tantalizing potential for contact centers, but turning that potential into reality will require overcoming some hurdles. How should contact center leaders get started? Senior Analyst Christina McAllister provides insight on What It Means.
Webinar

2025 Budget Planning Guides: Customer Experience

Watch the on-demand replay to dive into the latest data-driven guidance for CX leaders on how to strategically allocate budget for 2025.
Blog

Customer Experience Leaders Are In Dire Straits — Invest To Overhaul Core CX Competencies

Riccardo Pasto August 1, 2024
Getting customer experience back on track will require doubling down on what matters most to customers. Explore a few of our recommendations for 2025.
Blog

Budget Planning Season Is Coming. Use Forrester’s Budget Planning Guides To Cut Through Complexity.

Sharyn Leaver July 18, 2024
Our Budget Planning Guides will steer you toward budgeting decisions that set you up for success in 2025. Get a preview of what to expect when the guides launch on August 1.
Webinar

How To Frame Your Customer Journey Mapping With A Clear Purpose

Learn how to uplevel your journey mapping by targeting key moments, interactions, and areas of improvement so that you can better align your efforts with customer needs and expectations.
Blog

US Health Insurer CX Quality Plummets To A Five-Year Low

Judy Weader June 17, 2024
There’s just no way to sugarcoat this: US health insurer Customer Experience Index (CX Index™) ratings for 2024 have landed with a resounding thud. This is the second time since 2021 that the industry average rating had a statistically significant decline — and it’s easy to see why: Ten brands scored their lowest ratings in […]

Nominate Your CX Trailblazing For A Forrester Award

Showcase your customer obsession for all to see. Submit your nomination for Forrester’s Customer-Obsessed Enterprise and Leadership Awards. Winners earn event exposure, recognition, and bragging rights!

Blog

Customer Experience Quality In The US Falls To An All-Time Low

Pete Jacques June 17, 2024
US consumers' perceptions of CX quality are now at their lowest point since the inception of the Forrester Customer Experience Index (CX Index™). Read a few of the key findings from our recent report.
Blog

Outcome-Based Digital Experiences Drive Desired Outcomes For Both Consumers And Brands

Chuck Gahun June 14, 2024
Learn how you can gain competitive advantage through outcome-based digital ecosystems.
Blog

Announcing The Customer Experience Strategy Consulting Services Landscape, Q2 2024

Judy Weader June 4, 2024
Nearly 60% of customer experience (CX) decision-makers say that improving CX is the top priority for their organization’s executives, but that doesn’t mean they have to — or choose to — go it alone. In The Customer Experience Strategy Consulting Services Landscape, Q2 2024, Forrester identified 31 firms that are helping businesses diagnose customer problems, […]
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