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.
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Blog
The State Of GenAI And Consumers For 2026
Over the past three years, ChatGPT was the catalyst for genAI adoption. It became the face of consumer genAI usage. It is still the most popular tool among genAI users, followed by Google’s Gemini and well ahead of Meta AI or Microsoft Copilot. Personal use cases currently trump professional ones. GenAI Is Poised To Grow […]
Blog
Elevating Customer Experience Through Engaging Events
In 2026, consumers will lean into a yearning for in-person experiences and connection. Events offer unmatched opportunities to deepen connections, build trust, and create memorable brand moments. Our latest CX Cast episode features Forrester VP of Global Events Tavar James on making the most of these experiences.
Plan Smarter, Attend Together
Join CX Summit EMEA 2026 with our 2-for-1 offer. Bring a teammate, maximize your budget, and get the insights you need to shape customer strategy and drive impact in 2026.
Blog
Announcing The Forrester Wave™: Experience Research Platforms, Q1 2026
We evaluated eight top experience research platforms across 31 criteria for current offering and strategy. These criteria assess each vendor’s current capabilities and future strategy, giving buyers clear insights into where each platform excels and where it may fall short.
Blog
How AI Raises The Stakes For CMO-CIO Collaboration
Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled due to lack of goal alignment, communication failures, and conflicting priorities and budgets. GenAI And […]
Blog
Great Research Starts With A Plan: Meet The Customer Research Canvas
In the AI era, skipping research fundamentals only leads you to wrong decisions faster, with negative outcomes for both your customers and your business. We developed the Customer Research Canvas to help research professionals and practitioners execute better research.
Blog
Google Has Entered The Contact Center Chat
At the recent NRF event, the headline was shopping in answer engines, with Google’s new Gemini Enterprise for Customer Experience and Universal Commerce Protocol getting lots of attention. Tucked below the fold, however, was important news for CX and contact center leaders: the announcement of Google Cloud’s Customer Experience Agent Studio. Customer service and CX […]
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Conversational Banking: The New Gateway To Digital Banking Experiences
Explore how conversational banking is reshaping customer engagement and redefining banks’ strategic priorities.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
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Who’s Leading In UK Investment Firms’ Total Experience
Discover which UK investment firms lead Forrester’s Total Experience Score and how brand and customer experience shape loyalty and competitive advantage.
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Massachusetts’ Investigation Of Utility Bills Is A Call For Better Billing Experience And Bill Design
The Massachusetts Department of Public Utilities sets the example by prioritizing transparency and user experience best practices to improve billing experiences. Applying UX best practices and doing customer research are fundamentals for good bill design.
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Customer Journey Management In 2026: From Maps To Measurable Impact
Despite years of journey mapping, results are still inconsistent, slow to scale, and hard to tie to business outcomes. Learn why that’s changing — and what leaders must do differently.
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Thriving Amid Disruption: Key Banking Insights To Kick-Start 2026
Discover key banking trends from 2025 and predictions for 2026. Stay ahead with insights on digital banking, customer experience, and AI.
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Vendasta Shows Why Platforms Become Operating Systems For AI Agents
Vendasta faced a challenge familiar to many technology companies: alleviating client engagement pain points while limiting the impacts of efficiency and tool disconnects. Learn about Vendasta’s transformation in this preview of a new case study.
APAC B2C Leaders: Watch 2026 Predictions On Demand
Missed the live event? Watch the replay to uncover Forrester’s 2026 predictions for APAC B2C marketing, CX, and digital — and learn how to lead with trust, transparency, and measurable impact.
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Consumers Care About The Green Behaviors Of Companies They Buy From
Economic headwinds, environmental science backlash, and increased political polarization — including around climate change — are slowing the dynamics of the green transition.
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Forrester’s Global Net Promoter Score Rankings, 2025
As we head into 2026, learn how to improve your CX using the latest Net Promoter Score rankings from Forrester’s annual customer experience benchmark study.
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Prédictions 2026
Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prédictions que Forrester anticipe pour l’année qui vient. Début 2025, j’en avais partagé une dizaine ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – en a analysé la pertinence en revenant de manière objective sur celles […]
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In The AI Era, The Value Of A Research Firm Is Still Largely Human
The critical thinking, empathy, ingenuity, and courage that analysts bring to client relationships is critical — especially now. That’s why, along with harnessing AI’s potential, we’re doubling down on the unique value our analysts offer.
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CX Is MIA In This Year’s PMA
The US President’s Management Agenda is an administration’s opportunity to lay out its vision for the government, but when it comes to CX, the latest PMA is more retrospective than visionary.
Blog
Key Takeaways From The Forrester Wave™: Loyalty Platforms, Q4 2025
The latest edition of our loyalty platform vendor evaluation, “The Forrester Wave™: Loyalty Platforms, Q4 2025,” reveals how the loyalty platform market continues to evolve to meet the growing demand to profitably retain the best customers with personalization at every touchpoint, relevant engagements, and differentiated experiences.
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Six Months In: What 2025 Taught Me And Why I’m Fired Up For 2026
2025 has been a year of learning, listening, and building momentum. From packed workshops to powerful storytelling, our events sparked connection and action across industries. Now, we’re raising the bar for 2026 with a bold promise: ideas into action. Here’s what we learned — and what’s next.
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Introducing The New Customer Feedback Management And Analytics Solutions Market Category
If you’ve talked to Forrester about customer feedback management (CFM) solutions in the past year or so, it’s likely you got a two-for-one deal. Boris Evelson and I have increasingly found ourselves co-advising both buyers and vendors about how customer experience (CX) leaders can more effectively analyze customer feedback from a variety of channels. Advanced […]
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