customer journey

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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 […]

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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 […]

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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, […]

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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 […]

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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 […]

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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 […]

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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 […]

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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: […]

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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 […]

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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 […]

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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 […]

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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 […]

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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 […]

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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 […]

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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 […]

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Why Your Organization Is Approaching Personalization Wrong

Fiona Adler January 12, 2016

A few weeks ago, I learned that my credit card number was part of a large data breach and that I needed to cancel it immediately. My first thought? Panic and trepidation — what if someone already charged on my card? What about the companies that I have recurring payments with — will they reject them and charge me […]

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Customer Experience Pros Should Shift Their Focus From Needs To Expectations

Ryan Hart July 10, 2015

Expectation Maps Are A Smart Way To Visualize Customer Journey Emotion Talking to clients, it’s interesting to see and hear how the topic of “customer needs” still comes up as frequently as the sun comes out in Singapore. In a day and age when customer “needs” such as food, clothing, and human interaction are largely […]

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Myth Busting 101: Insights IntoThe B2B Buyer Journey

Lori Wizdo May 25, 2015

There is turbulence in the B2B marketing zeitgeist. Why? The most quoted factoids of the modern marketing age have been discredited.  Are buyers really not 57% of the way through their journey before they speak with a vendor sales rep?  Are they really not sourcing 67% of their buying research online? Was it ever true?  […]

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B2B Buyer Journey Map Basics

Lori Wizdo May 25, 2015

Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. In a recent survey, 74% of business buyers told us they conduct more than half of their research online before making an offline purchase. This buyer dynamic changes the role of B2B marketing in a fundamental way. […]

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The Data Digest: The Multifaceted Journey To Purchasing Health Insurance

Anjali Lai March 5, 2015

If you’ve been following our blog, you’ll know that the Data Insights team here at Forrester has been tracking the evolution of US healthcare reform over the past three years and its implications in terms of consumer behavior, attitudes, and expectations. Our study began in July 2012, when we advised health insurance companies how to prepare for […]

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