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.

Discover how Forrester supports customer experience leaders.



One Game To Rule Them All: Sports and Fandom in America

Dipanjan Chatterjee 2 days ago
It’s not often that soccer and the United States are spoken of in the same breath. But a diminutive Argentinian possessing outsized wizardry changed all of that. Lionel Messi put US Major League Soccer on the world map, and Apple brought the games into American living rooms. On Saturday, December 9th, it all comes to […]

Retailers: It’s Not Too Late To Improve Your UX This Holiday Season

Senem Guler Biyikli 4 days ago
Follow our advice to find and fix problems and create better experiences for your customers.


Don’t Miss Our Live 2024 Predictions Deep Dive

Join us on January 18 to hear from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.


A Recap Of 115 Retail Website Promotions On Black Friday And Cyber Monday 2023

Nicole Murgia December 1, 2023
Forrester’s retail research team highlights data insights from retailers’ online Black Friday and Cyber Monday 2023 participation.

Are Scaled And Digital-Led Customer Success The Same Thing? Inconceivable!

Shari Srebnick November 30, 2023
Decode the meaning of digital-led and scaled customer success.

Customer Obsession Awards — Nominations Wanted

Martin Gill November 30, 2023
The 2024 Customer Obsession Awards will recognize organizations and executives who put customers at the center of everything — and, in the process, accelerate growth, customer loyalty, and employee engagement. Learn more and nominate yourself now.

So What Happens If Cigna Merges With Humana?

Judy Weader November 30, 2023
Cigna has set its sights on Humana and plans to close a cash and stock deal to acquire its fellow insurer before the year’s end, according to The Wall Street Journal. STAT News talked about this possibility several weeks ago, in the context of Cigna potentially selling off its Medicare Advantage (MA) business. Take that […]

Consumers, COP28, And The Green Market Revolution

Thomas Husson November 30, 2023
With the UN Climate Change Conference (COP28) happening in Dubai, learn why Forrester believes firms can no longer ignore the Green Market Revolution.

Grow Faster And Be More Profitable With CX Alignment

Customer-centric B2C companies with aligned CX teams see higher growth and revenue. Download our CX Alignment Toolkit to accelerate growth by engaging and aligning stakeholders.


This Holiday Season, Give Your Customers The Personalized Experiences That They Deserve

Jessica Liu November 29, 2023
Learn how to enhance your company’s personalization efforts over the holidays — and well into next year.

Three Last-Minute Tips To Make Retail Customer Service Merry And Bright

Christina McAllister November 27, 2023
During the holiday retail crunch and last-minute scramble, read Forrester’s tips to ensure a merry customer service retail season.

Have You Developed Your Journey-Centric Transformation Roadmap?

Joana de Quintanilha November 23, 2023
Use Forrester’s Assessment To Develop Your Journey-Centric Transformation Roadmap Journey centricity requires a change in operating model, moving six operational levers in concert, through three phases of transformation: activate, connect, and extend. It requires a clear plan to guide progress across levers, journey teams, and geographies. CX leaders must steer their firms to: Transform through […]

Your Data Culture Is DOA

Kim Herrington November 21, 2023
In Forrester’s Data Culture And Literacy Survey, 2023, we uncovered key insights about the state of data culture in organizations. Shockingly, nearly half of employees lack the ability to search for existing insights and struggle to find reports, data sets, and insights. Don’t miss out on gaining a competitive advantage by revitalizing your data culture.

People Avoid Chatbots — Here’s How Your Company Can Make Its Bot Better

David Truog November 14, 2023
Creating an effective chatbot is hard. To get it right, you need to master conversation design, a new discipline for creating experiences that are based on conversational AI, and you need to know where and when to use new technologies like generative AI.

60% Of Skeptics Will Use (And Love!) GenAI

Surprised? Download Forrester’s 2024 Predictions guide to see why progress will be driven by exploration — and 14 other global predictions on AI, privacy, B2B buyers, hybrid work, and more.


Self-Aware AI Is Here — Just Not How You Imagine It

Martin Gill November 10, 2023
AI can unleash magic, but it’s not inherently as magical as some of the hype would have you believe.

The NPCI’s Hello! UPI Is Ready To Transform Digital Payments In India

Pushpa Marwal November 9, 2023
Imagine sitting down at a charming Sikkim restaurant in Nepal, ready to enjoy a delightful meal with colleagues, only to realize that none of you have brought your wallets — no cash, no cards, nothing. Well, that happened to us on our recent trip to Nepal. We had only our smartphones, the ubiquitous companions of […]

329: What CX Leaders Need To Know About Generative AI

The CX Cast November 7, 2023
Generative AI (GenAI) will have a transformative impact on customer experience. VP, Principal Analyst David Truog guides CX leaders on how to harness the creativity and navigate the risks of GenAI for better CX. He offers definitions, use cases, and prescriptive advice so you can confidently dive into this brave new world. 

Swedish Banks Continue To Lag On CX And Should Embrace Opportunities For Improvement

Martin Gill November 6, 2023
[This blog was written by Jana Gül.] Swedish banking brands offer the worst customer experiences in Europe and score below the European average. Even though Swedish customers rated their banks’ performance as lamentably low, there are opportunities to improve on customer experience (CX) and drive loyalty. Forrester’s Customer Experience Index (CX Index™) measures how well […]

Highlights dell’Italy Banking CX Index 2023 – In che modo i marchi bancari italiani possono fidelizzarsi attraverso una migliore customer experience?

Enza Iannopollo November 6, 2023
This blog was co-written by Luca LoScavo   Il CX Index di Forrester misura la qualità della customer experience che un marchio offre ai propri clienti per creare e sostenere la fedeltà. Nel 2023, abbiamo effettuato un benchmark della qualità della CX di 9 marchi bancari italiani leader del settore.  La qualità della CX nelle banche […]

Unleash Enterprisewide CX Innovation With Design Thinking

Learn how to establish and scale a design thinking practice to solve business problems with CX.


Highlights From The Italy Banking CX Index Rankings, 2023 — How Italian Banking Brands Can Earn Loyalty Through Better Customer Experiences

Enza Iannopollo November 6, 2023
[This blog was cowritten by Luca Lo Scavo.] Forrester’s Customer Experience Index (CX Index™) measures the quality of the customer experience a brand delivers to its customers to create and sustain loyalty. In 2023, we benchmarked CX quality at nine leading Italian banking brands. CX quality in Italian banks grew just enough to match the […]

¿Cómo Los Bancos Españolas Pueden Generar Más Lealtad Mejorando su CX? Aspectos destacados sobre el CX Index 2023 de los bancos españoles

Joana de Quintanilha November 6, 2023
This blog was co-written by: Victoria Manes  Los lideres en Experiencia del cliente (CX) aumentan sus ingresos más rápidamente que los “rezagados”, disminuyendo costos, reduciendo riesgos y pueden incrementar el costo de sus productos. Es por esto que Forrester publica anualmente un CX benchmark usando la metodología Customer Experience Index (CX Index™). El CX Index™ […]

Highlights From The Spain Banking CX Index Rankings, 2023 — How Spanish Banking Brands Can Earn Loyalty With The Quality Of Their Customer Experiences

Joana de Quintanilha November 6, 2023
[This blog was cowritten by Victoria Manes.] Customer experience (CX) leaders grow revenue faster than CX laggards, cut costs, reduce risk, and can charge more for their products. That’s why Forrester publishes an annual CX benchmark using its Customer Experience Index (CX Index™) methodology. Forrester’s CX Index measures how well a brand delivers customer experiences that create […]
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