If you’re a customer experience (CX) professional, you know that experience quality drives growth — Forrester’s data proves it — and that CX is customers’ perceptions of their interactions with your company. That means that, to drive growth through CX, companies need to understand what shapes people’s perceptions and how.

And yet many companies design and deliver experiences without factoring in even well-established relevant scientific findings, such as about how humans rely on perceptions selectively in judging the quality of experiences.

This gap between data and action is becoming a chasm as new research about how perception works emerges ever faster from brain science, psychology, neurophysiology, and other relevant fields. And that chasm is increasingly risky, as the spread of powerful technologies like AI and automation places heavy demands on the skills of CX leaders responsible for the quality of experience design.

Letting that chasm widen will impair your company’s ability to competitively innovate, grow, and retain customers. But at our CX SF 2019 Forum, you can join hundreds of peers in your industry and others (there’s a lot to learn from looking outside your sector) to start closing the gap and help steer your company toward successful innovation, growth, and retention.

We’ll have a great lineup of experts sharing their insights, including Forrester analysts and outstanding industry speakers. I’ll be announcing more of them as we get closer to the event. We will gather on October 17 and 18 at the San Francisco Marriott Marquis, and you can register for CX SF 2019 now. I’ll be hosting the event, and I look forward to seeing you there!