customer journey

Insights

BLOG

The Power Of “Now” CX

George Colony September 9, 2019
The value of real-time CX: differentiation, growth, and better retention. Learn more about the next frontier of CX and why Forrester developed FeedbackNow 2.0.
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

Real-Time CX

It’s a reality. Discover the new FeedbackNow.

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

Modern (B2B) Love: Deepen Customer Relationships With Post-Sale Engagement Marketing

Laura Ramos February 22, 2019
Ah yes, anyone suffering from a chocolate hangover? Or an excess of corny romanticism? Let’s face it, we all love “love” — but with Valentine’s Day a week behind us, the last thing you probably want right now is more advice on relationships. Before you toss aside some of that abundant advice about personal relationships, […]
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

2018 Marked 20 Years Of Customer Experience Research At Forrester!

Harley Manning November 26, 2018
I didn’t want to leave 2018 without noting a milestone for all of us here at Forrester who cover customer experience. It was 20 years ago, all the way back in September of 1998, when we inaugurated our customer experience research by publishing our first report about CX. That report, “Why Most Websites Fail,” introduced […]
Read More
BLOG

Predictions 2019: B2B Marketing And Sales — Mission Possible

Caroline Robertson November 8, 2018
Many attendees of our B2B Marketing 2018 Forum remarked how the energy was high and the focus was driven — the marketing and sales leaders who joined us in Austin were on a mission to overdeliver on business expectations for their practice and figure out how to manage the conflicting priorities that 31% of respondents to […]
Read More

 

CX Certification

Advance your CX program. Learn cutting-edge skills.

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

What’s At The End Of The B2B Buyer’s Journey? Advocacy!

Laura Ramos October 11, 2018
Personas and journey maps have become key tools for the modern marketer. As my colleague Lori Wizdo expertly explains: It is the job of marketing to guide the buyer through the buying journey. Becoming a journey marketer is essential in this digital age. (Lori can help you get there — check out her workshop at our upcoming […]
Read More
BLOG

From Darling To Workhorse: Programmatic’s Growing Pains And What Comes Next

Joanna O'Connell November 1, 2017
I attended AdExchanger’s semi-annual Programmatic I/O conference last week to absorb the latest in industry talk and get a pulse check on the health and wellness of the programmatic ecosystem. This show was illuminating in that I found signs of both enthusiasm and beleaguerment in equal measure. It felt, in short, like a meaningful corner […]
Read More
BLOG

It’s Beginning To Look A Lot Like A Digital Holiday Season

Michelle Beeson October 6, 2017
Around 40% of, UK department store, John Lewis’ annual profits are earned in the six-week run up to December 25. But they are certainly not the only retailer to depend a great deal on holiday spending. For European retailers to take full advantage of the holiday sales surge they must prepare their systems, processes and […]
Read More
BLOG

New Forrester Waves Assess Customer Journey Analytics Platforms

Joana van den Brink-Quintanilha September 18, 2017
Why is journey analytics such a hot topic? Because it can help firms move the needle on customer obsession. That’s why after months of research — including in-depth briefings, demos, and customer references — we’re excited to announce the release of not one but two Forrester Wave’s focused on customer journey analytics platforms! Customer journey […]
Read More
BLOG

The Decline Of Consumer Trust And What To Do About It

Victor Milligan August 14, 2017
In last week’s episode of Forrester’s What It Means podcast, Senior Analyst Tom Champion explains why rebuilding trust with customers is not about brand hygiene but about growth, as more and more consumers show cynicism and skepticism towards brands and convert those feelings to actions. Podcast transcript Victor Milligan: Hi, I’m Victor Milligan. Jennifer Isabella: […]
Read More
BLOG

Applying Artificial Intelligence And Robotics To The Customer Journey

J.P. Gownder July 31, 2017
Infrastructure and operations (I&O) leaders have traditionally targeted and implemented automation technologies to cut costs. But the new automation opportunity in the age of the customer is engagement: deploying technologies that will help customers receive better service automatically or better serve themselves. Working with marketing and business leaders, technologists are playing a critical and growing […]
Read More
BLOG

Channeling My Inner Millennial

Mary Shea March 31, 2017
As a very late Boomer or — as The New York Times columnist Richard Pérez-Peña likes to call us — a Boomer reboot, I find that I have Millennials on my mind all the time! I’m not on social networks for 3 hours a day; I’m just an avid user. I sleep with my smart […]
Read More
BLOG

There’s More To Service Design Than You Think You Know

Ryan Hart February 10, 2017
TSA, America’s infamous airport security organization, made headlines last year when it placed the blame on passengers for long lines at airport security, claiming that individuals were at fault for showing up to checkpoints unprepared. Any time an organization puts the onus back onto the user for not being able to properly navigate a service […]
Read More
BLOG

The Data Digest: Get Inside The Mind Of Your Changing B2B Tech Buyer

Tyler McDaniel October 25, 2016
Technology has become the foundation for nearly every customer experience, enabling companies to provide new sources of value to customers with each interaction. It’s no surprise, then, that business leaders are shifting their mindset and their approach to technology. Specifically, tech-empowered customers and their rising expectations have led to changes in: Business priorities and areas […]
Read More
BLOG

The Data Digest: Do You Know Your New Technology Buyer?

Tyler McDaniel October 6, 2016
For years, technology purchasing has been moving away from a central IT approach and into the business. Forrester Data shows that in North American enterprises, 73% of technology spending is either business-led or the business provides significant input into IT’s purchase — up from 71% last year.  Clearly times have changed when it comes to […]
Read More
BLOG

How To Solve The Digital Dilemma

Nigel Fenwick August 26, 2016
There’s a fundamental difference between companies that apply digital technology as a bolt-on (frequently adding an eCommerce site, social media, or customer mobile apps) and those that take a more holistic approach to transforming the way the company uses technology to deliver better customer outcomes and drive revenue. Transformers are more likely to succeed because […]
Read More
BLOG

Digital Business Ecosystems Rewrite The Rules Of Business

Dan Bieler March 7, 2016
Customers use digital experiences to help satisfy their needs every day. Digital tools expand our experiences and change our lives at home and at work. Digital is now intertwined into the fabric of our lives at work and at home. We expect digital tools to add value to us no matter what we’re doing. Some […]
Read More
More posts