Customer Insights

Customer insights allow businesses to serve customers better, build loyalty, and drive revenue. But digging customer insights out of mountains of data is complicated. Read the latest on this critical competency.

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Insights

Blog

High Levels Of Trust Elude US Financial Services Firms Again

Alyson Clarke 2 days ago
US financial services brands are struggling to earn high levels of customer trust. Forrester’s Financial Services Customer Trust Index (FS Trust Index) revealed that customer trust in US financial services firms in 2023 was relatively weak and largely unchanged from 2022. Only US banks managed a measurable improvement in average trust scores, and even that […]
Blog

The Consumer Does Not Need To Be Part Of Every Business Decision

Audrey Chee-Read 2 days ago
As Forrester’s consumer behavior analyst, I’m going to say something controversial: The consumer does not need to be a part of every business decision. There’s no shortage of supply or demand for consumer insights. In fact, the pandemic supercharged market research capabilities to create more efficient and cost-effective platforms and tools to gather those insights. […]

Get The Latest In Customer Experience

Each week, the CX Cast brings you the latest news and cutting-edge tactics making waves in customer experience.

Blog

It’s Not You, It’s Me: What It Really Means When Budget Is The Reason For The Breakup

Shari Srebnick September 5, 2023
Despite what customers may tell you, budget is often not the real reason why they’ve decided not to renew.
Blog

Building Bonds With Buyers: Strengthening The Trust Fabric

Subhendu Pattnaik September 4, 2023
In the AI age, reliance on data for insights is table stakes. In the past few months since we completed Forrester’s annual marketing survey, I have been engrossed in finding patterns and correlations in the data about the top-most priorities of CMOs globally and their challenges, growth objectives, key initiatives, technology usage, budgets, spending patterns, […]
Blog

Improve Your Loyalty Results With A Loyalty Services Provider

Mary Pilecki August 16, 2023
Does your brand employ a loyalty services provider in addition to a loyalty technology provider? If not, you should consider it. Brands continue to increase spend on loyalty technology and programs, but they often don’t tie their loyalty initiatives to broader corporate goals, negatively impacting their success. Services providers help here. This blog answers key […]
Blog

The 2023 CICS Forrester Wave™ Is Live, And Competition Is Fierce

Christina McAllister August 16, 2023
Our first-time evaluation of this dynamic market, The Forrester Wave™: Conversation Intelligence For Customer Service, Q3 2023, is now live! We looked at the top 11 vendors in this market today and evaluated them across 32 criteria. Forrester defines conversation intelligence for customer service (CICS) as: Software solutions that analyze speech and text conversations between […]
Blog

Growth Strategy In Action: Apple Plants New Seeds

Dipanjan Chatterjee August 7, 2023
Two months ago, I announced Forrester’s revenue growth framework. We reviewed academic research, evaluated practitioner models, spoke with CMOs, and studied best practices among companies to distill a framework to help our clients develop a structured approach to growing revenue. I’ve applied this lens to Apple’s latest earnings release to analyze the company’s growth strategy. […]

Where Are CX Leaders Targeting Their 2024 Spend?

Download our 2024 Planning Guide for Customer Experience Leaders to see where AI investments deliver the greatest gains — and three redundant priorities to pull back on.

Blog

How Data Pros Can Help Build The Future Of Customer Experience Insights

Rich Saunders August 3, 2023
Join us at Forrester’s Data Strategy & Insights event to learn about how customer experience and data professionals can work more closely to ensure that they collectively provide the analytics and insights their organizations need to improve experiences.
Blog

US Offline Retail Sales Will Reach $4.2 Trillion By 2028

Jitender Miglani August 1, 2023
Our newly published research, US Online Retail Forecast, 2023 To 2028, shows that both offline and online US sales will reach record levels this year. As we’ve said many times, the store is flourishing and far from “dead!”
Webinar

Planning Guides 2024: Customer Experience

Explore 2024 insights for investing in CX strategy to drive action, value, and revenue.
Blog

Conduct Better Research With Inclusive Screener Questions

Gina Bhawalkar July 26, 2023
By practicing inclusive design, businesses can increase revenue, decrease costs, improve resilience, and build trust with customers and employees. But to do this successfully, companies need to incorporate inclusive design principles when creating experiences.
Blog

Half Of Generative AI Users Are Indiscriminate About Data Use

Mike Proulx July 12, 2023
Despite the risks, over half of US online adults who have used generative AI said they are “fine” with using ChatGPT to analyze data from their company, while 45% have no issues with prompting ChatGPT using their personal information.

Steer Your CX Budget With Our 2024 Benchmark Data

Join Forrester analysts for a LIVE webinar on Aug. 24 to explore 2024 insights for investing in CX strategy to drive action, value, and revenue.

Blog

Data Governance Unlocks The Impact Of Analytics: Data Strategy & Insights 2023

Jayesh Chaurasia July 12, 2023
Forrester data shows that fewer than 10% of enterprises are advanced in their insights-driven capabilities. Find out why in this blog post.
Blog

Inclusive Advertising Requires A Process, Not Just People

Audrey Chee-Read July 11, 2023
While the conversation and action around diversity, inclusivity, and belonging spiked in 2020, CMOs still struggle with inclusive advertising practices. Three core challenges are involved: 1) receiving backlash if the advertising “gets it wrong”; 2) seeing inclusivity in advertising as a “check the box” task; and 3) using inclusivity for PR instead of authentic representation. […]
Blog

Congrats, You’ve Launched Your Product … Now What?

Sam Somashekar May 9, 2023
Product managers must keep an eye on the long-term prize for their offerings. Learn how — and dive deeper at Forrester's B2B Summit North America.
Blog

Supercharge Customer-Needs Discovery To Drive Customer-Obsessed Growth

Sam Somashekar April 28, 2023
Now more than ever, product managers must deeply understand their customers. With digital transformation efforts rampant, competitors coming online faster, and customer experience expectations rising, the standard practice of customer-needs discovery can’t keep up with this fast pace of change. In addition, customer demands are evolving rapidly — if you blink, you may miss them […]
Podcast

How B2B Firms Can Win With Younger Buyers

What It Means April 27, 2023
Millennials and Gen Zers now comprise nearly two-thirds of B2B buyers. These younger buyers approach the buying process differently from their older counterparts — and they have higher expectations of vendors. This week on What It Means, VP and Principal Analyst Barbara Winters explains how B2B companies can effectively navigate the shift.
Blog

Building An Insights-Driven Strategy: Where Do You Start?

Kim Herrington April 19, 2023
“Follow the yellow brick road!” Silly Dorothy. She had it so easy. Dorothy had a magical guide that popped up when she needed help the most. For many executives getting started with forming a data team and an insights strategy, the road forward is not so clear. Executives find themselves bewildered and disoriented in a […]
Blog

AI-Powered Rap Song Heralds New, Unprecedented Experiences

Zhi Ying Barry April 12, 2023
Generative AI opens new possibilities for quickly delivering novel experiences. But with great power comes great responsibility.
Blog

Let’s Chat About ChatGPT And CX

Colleen Fazio April 11, 2023
Explore these emerging use cases where generative AI might help — but not replace — customer experience professionals.
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