customer experience

Customer experience is a key driver of loyalty, satisfaction, and revenue. Mastering it is a complex and ever-changing proposition. Forrester’s insights aid organizations to succeed with customer experience.

Insights

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Why Chatbots Can’t Read Your Mind

Charles Betz 12 hours ago
Chatbots — And Why They Can’t Read Your Mind Chatbots are cropping up everywhere, from customer service to internal help desks, but what makes them tick? When we interact with chatbots, we’re often coming in from the end-user side and confronting a chatbot window. When we ask a question, the chatbot may or may not […]
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CX SF 2019: Don’t Claim A Good CX Until Customers Say They’ve Succeeded

TJ Keitt 3 days ago
Shortly after I joined Forrester’s customer experience (CX) research team, I took a trip out to San Francisco to visit with some of my old friends and contacts in the tech industry. While there, I asked each one a simple question: “What do you do for your customers?” Without fail, my interlocutors went into detailed […]
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Findings From The US CX Index™ 2019

Read key insights about the state of US customer experience.

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Introducing Autonomous Finance: Forrester’s New Research On Algorithm-Based Financial Services

Peter Wannemacher 6 days ago
People’s lives are becoming ever more automated as millions of algorithms make decisions — and, in some cases, take actions on those decisions — on behalf of a consumer. While it’s still early days, the shift toward autonomous services is already happening in financial services thanks to evolving customer expectations, advances in AI and other […]
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Data Science And Design Collide — There’s A Better Way

Andrew Hogan August 13, 2019
Last August, a tweet from a data scientist reminding colleagues to get out of tables of data and talk to real people — you know, do qualitative research — went viral among these two constituencies. The resulting debate reflected the state of the relationship between data science and design: They’re not on the same page. One participant even deleted one of his tweets, overwhelmed by the volume and combative tone of the feedback. […]
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CX SF 2019: Dark Patterns Hurt Customers And The Companies That Use Them — When The Dark Side Calls, How Will You Answer?

Andrew Hogan August 12, 2019
Growth hacking. Chief growth officer. Conversion rate optimization. Engagement. All terms and titles that highlight the interests of the company over the interests of its customers. Is it any wonder, amid the obsession with growth and the deepening understanding of human psychology, that some businesses find ways to steer customers toward choices they didn’t really […]
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CX SF 2019: Are You Designing For Everyone In Your Target Market?

Gina Bhawalkar August 5, 2019
When we design for the “average” person, we design for no one. One of my favorite books, The End of Average, opens with the story of how, during World War II, the US Air Force faced a high death rate — pilots were unable to control their planes, which led to crashes, often fatal. The […]
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Navigate Our Top 25 Reports On Journey Maps

Angelina Gennis August 5, 2019
Journey mapping has become an ubiquitous tool for CX. As a concept for initially understanding your customer experience, it can seem approachable enough, but for improving CX, the practice is dynamic and ever-evolving. Forrester experts in journey mapping have written over 50 reports, and counting, to help CX pros at any stage determine a path […]
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Transformational Change Requires New Skills

Empower your employees with Forrester’s learning offerings.

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CX SF 2019: Do You Understand Your Customers’ Reality?

Kelly Price July 29, 2019
Customers’ perceptions arise when they assign meaning to stimuli — like the color of a button in an app. The meaning that customers assign depends largely on their context. Learn what this means for CX pros.
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Gear Up Pragmatically For 5G

Abhijit Sunil July 29, 2019
  5G Presents Immense Innovation Potential 5G promises to usher in not just new use cases in every industry but also new business models. Some of the most relevant use cases across industries, such as those enabled by AR/VR and massive IoT, fit right into improving customer experience and digital transformation. As a change agent, […]
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CX SF 2019: The Way To Innovate

Jennifer Wise July 22, 2019
Three tips to ensure that innovation efforts deliver business value. Get the full picture at CX SF 2019.
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Tap Consumer Energy To Drive Sustainable Innovation In Singapore

Anjali Lai July 18, 2019
Singapore is recognized as one of the world’s most innovative hubs and as an innovation powerhouse in Asia: The 2018 Global Innovation Index ranks Singapore as the fifth most innovative market out of 126 global economies analyzed, and Singapore’s recently launched S$1 billion innovation fund establishes innovation as a key lever to economic growth and […]
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HP’s Transformation Was A Win For Customers, Culture, And Cost Savings

Angelina Gennis July 18, 2019
External market factors can make business success seem out of your control. But HP Inc. found that even in a difficult market, a well-established business can uncover opportunities for cost-saving efficiencies that also contribute to delighting the customer. Their approach was to create: Alignment on definitions of the customer and the customer’s experience. Governance that […]
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Don’t Waste Your Creativity Spend As You Fight Digital Sameness

Andrew Hogan July 15, 2019
Is your CMO considering shifting investments in marketing technology toward the services of creative agencies, as Forrester recommends? You should find out — because one of two possible scenarios will play out. The winning scenario: If you 1) boost your internal design team and better integrate brand; 2) contract with firms that apply human-centric design; and […]
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The Canada Customer Experience Index, 2019: Canada’s Best Year Yet

Rick Parrish July 15, 2019
Despite the improvement in Canadian CX quality, not a single brand has managed to rise to the top of our rankings and continue to move upward — the mark of a true CX leader.
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How 100-Year-Old Firms Stay Relevant

James Staten July 10, 2019
Legacy firms can be leaders, as a recent Forrester Leadership Boards meeting illustrates. Discover how U.S. Bank is investing to maintain its market leadership.
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CX SF 2019: Step Up To The High-Stakes Future Of Experience Design

David Truog July 8, 2019
How do customers judge the quality of experiences? Many firms don't know, which can inadvertently worsen their CX performance.
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What Is Your X1?

George Colony July 3, 2019
What is your customer experience to rule all customer experiences? Identify it and move money toward your X1.
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Innovation, Data, And UX Archeology At UX STRAT Europe 2019

Karine Cardona-Smits June 25, 2019
I am back from two days at UX STRAT 2019 — a conference that gathers an international community of design leaders and experience makers. This single-track conference offers presentations about the latest trends at the intersection of business strategy, user experience (UX), product, and service design. The three big takeaways for me this year are […]
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After A First Date, Would Your B2B Website Get A Second?

Laura Ramos June 24, 2019
More than 500 B2B marketers told Forrester that their company’s website is the most effective demand generation tactic for building awareness and increasing consideration.[i] This same study shows that B2B websites surpass digital advertising, search engine optimization, sales enablement, partner enablement, or events for early-stage demand-gen effectiveness. This means your website is likely to be […]
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DTC Disruptors Solve Three Escalating Tensions In Consumer Decision Making

Anjali Lai June 19, 2019
It's not just the minimalist design. It's not just the products in millennial pink. DTC is winning because it caters to customers' contradictory impulses around decision-making.
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