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.

Insights

BLOG

Customers Value Sustainability — Brands And Retailers Must, Too!

Michelle Beeson July 17, 2019
Increasingly, customers factor in sustainability when considering whether your brand gets their spend or not.
Read More
BLOG

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 […]
Read More

Breakthrough Or Bust: Understand And Master Consumer Energy

Discover the underlying forces that compel consumers toward or away from a brand experience

BLOG

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.
Read More
BLOG

Hardwire CX To Financial Performance In The Financial Services Sector

Tom Mouhsian June 19, 2019
As leaders in the FS sector increasingly embrace customer-centric strategies, they will have to credibly connect the customer story to the money story. Otherwise, the legitimacy of often-heard CX slogans and promises can be easily challenged.
Read More
BLOG

First Forrester New Wave™ On B2B CDPs Sets The Bar For An Emerging Market

Steven Casey June 17, 2019
Woohoo! We just published “The Forrester New Wave™: B2B Customer Data Platforms, Q2 2019” report, which profiles the 13 most significant vendors in this market: Arm Treasure Data, BlueVenn, CaliberMind, Celebrus, Dun & Bradstreet, Evergage, FirstHive, Lattice Engines, Leadspace, Lytics, Radius Intelligence, Tealium, and Zylotech. Based on our comprehensive criteria, Forrester’s take is that Lattice […]
Read More
BLOG

The Insights Beat: Save Your Data Strategy From A Nosedive

Srividya Sridharan June 12, 2019
(Jeremy Vale and Paolo Santamaria contributed to this post.) This month’s Insights Beat focuses on the latest research in our insights-driven playbook; showcases multiple data, analytics, and machine-learning vendor evaluations; and shines a light on B2B analytics techniques. Is Your Data Strategy Lacking? Time To Sound The Alarm In order to compete in the age of […]
Read More
BLOG

Game, Set, Match: Deliver Fan Obsession In Sports With Fanalytics

Brandon Purcell April 29, 2019
With millions of rabid fans tuning in and turning out to watch these spectacles unfold in real time, customer insights pros are met with a tremendous opportunity to create meaningful moments of engagement for their fans using data and analytics.
Read More

 

CX Certification

Advance your CX program. Learn cutting-edge skills.

BLOG

Introducing Forrester’s Consumer Energy Index: A Formula For Consumer Innovation Readiness

Anjali Lai April 11, 2019
Will consumers embrace your brand’s innovations or simply shrug? Forrester’s Consumer Energy Index measures consumers’ openness to your newest offerings. Learn more.
Read More
BLOG

Orchestrate Your Customer Analytics Practice With The Next Best Experience

Brandon Purcell April 4, 2019
In the world of customer analytics, soaring solos only get you so far. Delivering harmonious customer experiences across the customer life cycle requires careful collaboration across different business functions.
Read More
BLOG

Enable Marketing’s CX Ambitions With Real-Time Interaction Management

Rusty Warner February 27, 2019
One of our 2019 B2C marketing predictions is that enterprise marketing technology will meld with customer experience (CX) investments to deliver the relevancy and consistency that consumers crave from brands. Real-time interaction management (RTIM) provides critical capabilities that enable marketers to realize their CX ambitions. Forrester defines RTIM as: Enterprise marketing technology that delivers contextually […]
Read More
BLOG

DTC Startups Signal An Age Of Experimentation

Anjali Lai February 21, 2019
As we gear up for Forrester’s Consumer Marketing 2019 Forum, I’m chipping away at a rather large research undertaking that quantifies why direct-to-consumer (DTC) startups deliver value to consumers and how this threatens big brands. In addition to mining rich quant, qual, and behavioral data sets, our advanced analytics illuminates the key drivers that predict […]
Read More
BLOG

The Insights Beat: Quash The Groundhog Day Effect In Your Insights Journey

Srividya Sridharan February 7, 2019
It’s early February. Punxsutawney Phil predicted an early spring this year, and there is hope (and warmth) in the air.[i] But it’s not always rosy for you as a data, analytics, and insights leader. You tirelessly toil to get value from your enterprise data and try to apply those insights at scale to impact business […]
Read More

 

Collaborate To Tackle Your Challenges

Learn and co-create with a council of your peers.

BLOG

Decoding Patterns In Consumer Behavior Empowers Leaders

Anjali Lai January 30, 2019
When sociologist Jane Jacobs artfully depicts crowds on a city sidewalk, she may as well be describing consumers. In Jacobs’ words: “Under the seeming disorder . . . is a marvelous order. It is a complex order . . . This order is all composed of movement and change . . . ensembles all have […]
Read More
BLOG

Align Martech Investments With Your Digital Transformation Strategy

Rusty Warner January 29, 2019
Customers demand that marketing coordinate with sales, service, and commerce to deliver better experiences. That’s why enterprise marketing technology (martech) is melding with customer experience (CX) to deliver consistency and relevance (see Forrester’s “Predictions 2019: B2C Marketing” report). Martech is a direct line to consumer touchpoints, and marketers should embrace and leverage it to drive […]
Read More
BLOG

Retailers: Use In-Store Sensor Tech To Understand And Enhance Customer Experiences

James McCormick January 24, 2019
Sensor-based technologies have been around for a while now — remember all the beacon hype? — and are now rapidly gaining traction. In-store sensor technology and, more importantly, its contribution to understanding our in-store customers and businesses, is at a point where it is now truly digitally transforming physical stores and the experiences delivered to customers. […]
Read More
BLOG

The Race To Innovate CX In Brokerage And Wealth Management

Harley Manning December 26, 2018
Recently, Forrester published our CX predictions for 2019. Our first prediction was that stagnating CX quality will cause short, destructive price wars. We cited Fidelity’s two new zero-fee investment funds as an example of how this is already starting to play out. We also noted that Vanguard responded to Fidelity by highlighting its many funds […]
Read More
BLOG

The Forrester Wave™: Location Intelligence Platforms, Q4 2018 — Eight Key Players To Help Understand Customers In The Real World

James McCormick December 14, 2018
The relentless march of digital transformation has not left the physical world untouched — particularly when it comes to understanding and engaging with customers. First, customers digitally connected to brands via PCs, then mobile devices, and now via a continuous tidal wave of emerging owned IoT devices (e.g., wearables, connected cars, etc.) and non-owned IoT devices […]
Read More

 

Turn Customer Feedback Into Action

Monitor and improve your CX with FeedbackNow.

BLOG

Join Us At CX Europe 2018 For Insights Into Customer Understanding And Other Key CX Priorities

David Truog November 1, 2018
Forrester’s customer experience Forums are in their 10th year — from our first one in 2009 in New York, they’ve grown and spread to San Francisco, London, Singapore, and other cities around the world and have become yearly destinations for CX pros far and wide. CX Europe 2018 is just 12 days from now — Tuesday and Wednesday, […]
Read More
BLOG

Spring Cleaning In December: Declutter Your Insights House

Srividya Sridharan October 11, 2018
Feeling overwhelmed with all the data that your teams must wrangle before even getting to data science? Feeling like you have more than enough dashboards and tools? Feeling like you don’t have any more room in your complex data and analytics environment for yet another platform? Feeling like you can’t keep up with the exploding […]
Read More
BLOG

Use Text Analytics Technologies To Handle Mountains Of Unstructured Data

Boris Evelson June 14, 2018
Enterprises are sitting on mountains of unstructured data — 61% have more than 100 terabytes, and 12% have more than five petabytes! Luckily, there are mature technologies out there that can help. First, enterprise information architects should consider general-purpose text analytics platforms. These are capable of handling most, if not all, text analytics use cases, both […]
Read More
More posts