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.
Insights
Blog
Predictions 2027: The Pursuit And Peril Of Control
More control won’t always mean better outcomes. Leaders who know where to set guardrails and how to deftly blend AI with human judgment will have a clear advantage in the year ahead.
Blog
Predictions 2027: CX Teams Build New Muscles To Seize The AI Opportunity
After years of disruption, CX teams face a defining moment. Discover how leaders will use AI to strengthen insights, orchestrate journeys, and elevate their strategic influence while avoiding efficiency plays that erode differentiation, human connection, and customer loyalty.
Blog
Are You Prioritizing The Right Customer Journey Improvements?
Many CX leaders risk investing where it doesn’t earn loyalty because traditional prioritization of journey drivers ignores that customers don’t stay loyal because you’re doing well; rather, they stay loyal when you are doing better than competitors in the things that matter. This blog is part of a series on how customer journeys drive loyalty […]
Blog
There’s A Consumer AI Trust Gap In Financial Services, But The Solution Is Surprisingly Simple
Today, as a society, we agree on little: Politics. Climate. Health. Whether a hot dog is a sandwich. But one topic is bringing us back together: artificial intelligence! According to Forrester’s Consumer Benchmark Survey, 2026, nearly nine in 10 online adults in the US and the UK have at least heard about AI, but ubiquitous […]
Frequently Asked Questions
What is customer experience?
Customer experience refers to every interaction a person has with a company, from initial awareness through purchase and ongoing support. It includes emotional, technical, and service components. A great experience increases loyalty, advocacy, and lifetime value.
Why does customer experience matter so much?
In a crowded marketplace, products or services can often be matched by competitors. What sets brands apart is how customers feel and how easy it is to engage. Positive experiences drive repeat business, reduce churn, and boost word-of-mouth growth.
How can organizations improve customer experience?
They begin by mapping key journeys to understand pain points and moments of truth. Listening to feedback through surveys, qualitative interviews, and usage data surfaces opportunities. Then, cross- functional teams must collaborate to iterate and remove friction.
What metrics should companies use to measure customer experience?
While the “best” metrics will depend on a company’s goals, core metrics include Net Promoter Score, customer satisfaction, customer effort score, and retention rates. Observing behavioral metrics such as repeat purchase rate and churn also helps. Together, they offer a holistic view of how customers feel and act.
How does Forrester help companies enhance their customer experience?
Forrester provides research, benchmarks, and frameworks that guide leaders to prioritize and execute CX initiatives. We help align experience goals with business strategy and validate investments. Clients use our insights to accelerate transformation and embed customer centricity across the organization.
Blog
To Prepare For The Future Of Owned Search, Take Our ADVICE
Forrester’s ADVICE framework guides merchants to optimize content for discoverability in their owned environment — i.e., their sites and apps. Learn what to do.
Blog
Five Questions Ahead Of Accenture’s Earnings Report For Q4 2026
As Accenture prepares to report its fourth-quarter and full-year fiscal 2026 financial results this Thursday, October 1, the tech consultancy has several market factors to lean on, including durable managed services growth, healthy bookings, and AI becoming commercially viable. Another interesting dynamic is that Accenture Song’s strategic importance is growing even as reporting visibility for […]
Blog
Takeaways From The Forrester Wave™: Customer Feedback Management And Analytics Solutions, Q3 2026
The Forrester Wave™: Customer Feedback Management And Analytics Solutions, Q3 2026 finds a market in transition. Just as the “Amazon effect” raised expectations for customer experiences, the “ChatGPT effect” is raising expectations for the software that helps organizations understand them. This is a deliberately selective Forrester Wave: With only a small set of vendors included, […]
Who Controls AI In 2027?
As AI transforms B2B go-to-market strategy, technology, security, and customer experience leaders must balance control with adaptation. Forrester’s Predictions 2027 guides, blogs, and webinars reveal what that requires.
Blog
Make Vulnerability A CX Priority
Discover how leading organizations move beyond compliance and proactively identify, support, and protect vulnerable customers to build trust.
Blog
Most AI Products Fail Before They’re Built
While most organizations are deploying predictive, generative, and agentic AI, few can directly connect those investments to revenue, customer outcomes, or profitability. As AI becomes cheaper and easier to build, the quality of the problem being solved becomes the primary determinant of value. Teams that measure success by releases, features, or utilization risk falling into […]
Blog
If Everyone Has AI, Where Will Advantage Come From?
The organizations that thrive won’t be those with the most AI. They’ll be the ones that best combine AI-generated insight with human experience and judgment to create customer value.
Blog
AI Is Reshaping How Consumers Seek Financial Guidance
As consumers turn to AI for personal finance, trust becomes the key differentiator of financial guidance.
Blog
For A Compelling CX Business Case, Stop Refining The Model And Start Framing The Decision
Building a CX business case can feel like an endless cycle. You’ve spent weeks gathering data, you’ve debated assumptions, you’ve refined the model three times — then the business case comes back with a familiar request: “Can you do a little more analysis?” At that moment, the problem usually isn’t the analysis at all. CX […]
A Third Of Consumers Will Reject Content They Can't Verify
Explore Forrester's 2027 Predictions guide for B2C, CX, and digital leaders to uncover the five shifts putting new pressure on brands to earn trust and regain control.
Blog
Why Total Experience Is The New Battleground For Indian Banks
For years, Indian banks competed on reach. Then they competed on products. Today, they compete on experience. Nearly every major bank now offers digital onboarding, mobile banking, and self-service capabilities. As these experiences improve across the industry, differentiation becomes harder to achieve. That is one of the clearest messages emerging from Forrester’s India Banking Total […]
Webinar
Beyond Journey Mapping: How To Embed Customer Context Into Business Decisions – APAC
Join us September 24: Join analysts to learn how to move beyond journey maps and use journey insights to drive better decisions, clearer investment priorities, and measurable impact.
Webinar
Beyond Journey Mapping: Put Customer Insight Into Action
Learn how to move beyond journey maps and use journey insights to drive better decisions, clearer investment priorities, and measurable impact.
Blog
AI-Moderated Interviews Expand How Teams Conduct Customer Research
AI-moderated interviews help teams gather qualitative insights at greater scale and speed. But to unlock their value, researchers must understand where AI excels and where human judgment remains essential.
Blog
B2B Customer Communities Need An AI-Powered Reboot
AI doesn’t have to replace the human connection that makes B2B customer communities valuable. Used purposefully, it can help community managers reduce repetitive work, improve customer experiences, surface business insights, and connect community engagement to measurable outcomes.
2027 Predictions: Will AI Come Between You And Your Customers?
Join Forrester analysts on Dec. 8 to explore how AI will reshape B2C, CX, and digital decisions around content creation, brand discovery, and agentic journey orchestration.
Blog
Emotion Leads CX Quality Rebound In The US
US customer experience showed signs of recovery in 2026, with emotional quality posting the strongest gains. The results highlight the power of improving interactions, reducing effort, and strengthening customer relationships.
Blog
Conversational Banking Won’t Scale Without Strong Foundations
Discover the data, architecture, and governance foundations that banks need to scale conversational banking safely and effectively.
Blog
How AI Impacts The Customer Service Job Market
We know that companies right now are heavily investing in customer service technologies with embedded AI capabilities. Companies are using these technologies to agentify the way that they deliver, manage, and optimize customer service. This is because these technologies are really good at making operations more efficient and empowering customer service reps to deliver great […]
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