CX
North America

Customer lifetime value analysis measures the future profitability of customers, providing companies with the ability to gauge the success of CX initiatives and to direct customer investment. Unfortunately, many companies that attempt to calculate customer lifetime value struggle to determine the right data and equation for doing so. This session will explain four different models for calculating this challenging metric and will showcase best practices from companies that are successfully using customer lifetime value today.

Speakers:
Brandon Purcell, Principal Analyst, Forrester

Why do some innovations stick while others never catch on? Success goes mostly to innovators who seek evidence as the basis for decision-making throughout a continuous design process — right from the start and all the way through launch and beyond. This session will examine why evidence-based innovation works and how to do it well.

Speakers:
David Truog, VP, Research Director, Forrester

To know what successful customer journeys look like and to benchmark them, we need to change how we think about emotion and journeys. First, we need to go beyond just equating emotion with delight and instead understand whether experiences maintain an optimal ratio of positive to negative emotions to shape memory. Second, we need to consider three key factors in understanding journey success: baseline, curve, and punch.

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester

Your workforce may feel threatened by working with robots and automation, even if your business will increasingly depend on these tools. The secret: Your automation success is as dependent on your culture as it is on your technology. We’ll draw on data from over a thousand workers in the US who tell us what their organizations are and are not doing to prepare them and the workplace for increased automation. We’ll show you what they think and guide you to fulfill their hopes, not their fears.

Speakers:
James L. McQuivey, PhD, VP, Principal Analyst, Forrester

Customer-obsessed CMOs are business leaders first and marketers second. Their marketing function isn’t a cost center; it’s a revenue generator — one that enables business growth and drives long-term value. During this moderated discussion, hear from three CMOs who are proving marketing’s effectiveness by challenging norms and championing the customer every step of the way.

Speakers:
Mike Proulx, VP, Research Director, Forrester

Don’t you want to see more of your work drive decision-making that matters? Storytelling is your most important tool in driving action from data — quantitative or qualitative, information or evidence. Whether driving business and operations decisions about CX, getting budgets approved, or proposing an organizational change, developing your storytelling skill is crucial. You’ll walk away from this session with a reusable five-step playbook for data storytelling that works.

Speakers:
Cinny Little, Principal Analyst, Forrester

Design can determine the success or failure of your CX strategy, but where should you focus your finite design efforts? In this session, you’ll hear new Forrester data about where design contributes most often and how to judge its success.

Speakers:
Andrew Hogan, Principal Analyst, Forrester

Technology alone is not panacea. Yet far too often, CX pros focus too much on technology and not enough on what it takes to build and maintain a best-in-class measurement program. In this session, we’ll dive into the key considerations that CX pros must make before implementing a CX measurement technology. Here’s a hint: It’s not about the technology alone.

Speakers:
Faith Adams, Senior Analyst, Forrester

Innovate or die. That’s the mandate as the global economy has increased pressure across all organizations to find new ways of serving customers, as well as reinventing operating practices for competitive advantage. Many organizations look to technology to help them drive new ideas and find new ways of working, but focusing exclusively on tech leaves many businesses blind to the most essential part of the innovation equation: people. As organizations seek to serve an increasingly diverse population of customers and stakeholders, their lack of focus on diversity, equity, and inclusion has created an innovation gap. Inclusive leadership holds the key to closing that gap before it becomes an existential threat.

Speakers:
Katy Tynan, Principal Analyst, Forrester

There was a time when all CMOs were at the vanguard of the business. Today, many of them have retreated. An assortment of new C-suite roles has marginalized their marketing responsibility, and digital disruption has pushed them out of their depths. Attend this session to find out how every CMO can own marketing again — by leading with customer-obsessed marketing that is elevated, evolved, and emboldened.

Speakers:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester

Our Customer Experience Index (CX Index™) data consistently shows that emotion is a key driver of overall customer loyalty. Brands are now attempting to get a better handle on how to measure and capture emotional loyalty. But are these efforts ready for prime time? This session will define what emotional loyalty is, how brands are measuring it, what type of insights brands can expect to derive, and, most importantly, how it is being used to improve brands’ relationships with their customers.

Speakers:
Mary Pilecki, VP, Research Director, Forrester

Companies are recognizing the business value of design, and that opens the door for design teams to expand their scope and influence. But seizing this opportunity brings with it a challenge: how to scale up to meet demand and increase design’s impact? In this session, we’ll share new Forrester data and research on the tools, practices, and roles leading design teams use to power design at scale.

Speakers:
Gina Bhawalkar, Principal Analyst, Serving Customer Experience Professionals, Forrester

Whether you’re prioritizing projects, journeys, or measurement insights, your approach should be grounded in data that supports informed decisions. Forrester’s advanced CX prioritization model comprises five categories of criteria — including ROI — to evaluate potential activities that benefit customers and the firm. In this session, CX leaders will learn how to use this model to choose which activities should come next on their to-do list.

Speakers:
Judy Weader, Senior Analyst, Forrester

Organizations that obsess over their EX are journey-centric. Journey maps are powerful tools that visualize the employee experience from the perspective that matters most – that of your employee. We will adapt journey mapping best practices to serve hybrid work journeys. An effective map will illuminate how your employee’s goals, emotions, tasks, and success measures will inform strategy development and implementation.

Speakers:
Angelina Gennis, Analyst, Forrester

Everyone’s talking about the demise of the third-party cookie. But that’s just part of the story of what’s limiting access to consumer data. In this session, you’ll learn about the four forces of data deprecation — from regulatory scrutiny to big tech data retrenchment — and why robust first-party data is the CMO’s best tool for an insights-rich marketing strategy that builds consumer trust.

Speakers:
Fatemeh Khatibloo, VP, Principal Analyst, Forrester

Customer calls are a rich and growing gold mine, and a host of new AI-enabled conversation intelligence solutions can help you dramatically optimize marketing and boost sales productivity. They help you track the customer journey from digital to physical channels, (re)allocate your advertising spend to drive the most valuable conversations, and even coach your sales teams on the best arguments and how to deliver them. Join us to learn about the ways that enterprises are using conversations to drive growth, the most valuable capabilities, and how to navigate the landscape of different conversation intelligence solutions.

Speakers:
Kjell Carlsson, Ph.D., Principal Analyst, Forrester

Good design can’t happen without quality research, but effectively integrating data and insight into design decisions comes with myriad challenges. Research Operations (ResearchOps) has emerged as a practice to optimize the people, processes, and strategies that make research effective. This session will outline varying approaches organizations are taking to building and scaling ResearchOps practices and how to find success.

Speakers:
Kelly Price, Senior Analyst, Forrester

Compare priorities for CX teams and C-suites (even for CX teams reporting to C-suites), and you’ll see a disconnect. CX teams are focused on keeping customers happy, while executive teams are focused on winning new customers and getting existing customers to spend more. While researching what makes successful CX teams stand out from the pack, we uncovered a group of “Rainmaker” leaders who built their business case with new products, ventures, markets, and customer segments. In this session, we’ll share exactly what Rainmakers do differently and how you can apply their growth strategies to your CX success story.

Speakers:
Su Doyle, CX Exec Partner & Sr Analyst, Forrester

Leaders continue to analyze and digest what the experience of the pandemic will mean for their organizations. One area of vigorous debate? Whether and how to change how our offices operate by extending some measure of remote-work practices even after it’s safe to return. Forrester believes there’s an opportunity here: Creating an anywhere-work strategy that combines the best of the office with the flexibility of anywhere-work will increase employee engagement — which, in turn, will raise customer experience. This talk will guide leaders looking to take advantage of the many benefits associated with devising a comprehensive anywhere-work strategy.

Speakers:
J.P. Gownder, VP, Principal Analyst, Forrester

The COVID-19 pandemic brought sweeping social, technological, commercial, and cultural change. CMOs are fervently trying to understand which changes in consumer behaviors, attitudes, and expectations are temporary, and which will persist post-pandemic. Join this session to understand what 20-plus years of detailed trended data tells us about how consumers are moving forward and the insights that will matter the most over the next 24 months.

Speakers:
Anjali Lai, Senior Analyst, Forrester

Modern enterprise CX practices rely heavily on technology and data to support their activities. Yet CX leaders lack a strong vision and roadmap to evolve these critical CX assets, especially to maximize the value of data and analytics technologies. Because of this, they struggle to mature and scale their CX programs. Join this session to understand why you should have a clear CX technology vision and roadmap, what it should look like, and how to execute on it.

Speakers:
James McCormick, Principal Analyst, Forrester

Augmented reality, natural language interfaces, and wearables: Each of these technologies offers new ways for people to interact with companies, products, services, and systems. But today it’s still much easier to design experiences based on established technologies. This session will examine why and highlight emerging best practices for emerging tech experiences.

Speakers:
David Truog, VP, Research Director, Forrester

Yes, the pandemic upended the traditional labor models, channels, and prevalence of automation in customer service. But all those changes have left customer service leaders wondering how they need to alter their measurement programs. Do brands need to create new metrics to understand the quality of a customer’s holistic service journey that jumps across channels and touchpoints? Do they need different data sources — or just more data sources — to help managers coach remote teams? Join us to learn how peak-end theory, the multiple valences of sentiment, and AI-driven, automated quality programs will reshape the way you think about, measure, and manage customer service success.

Speakers:
Ian Jacobs, Principal Analyst, Forrester

Most leaders agree that their current approach to performance management fails to encourage better performance. But despite their efforts to move toward an alternative and more future-focused practice, many are stuck repeating the same process every year. With new technologies available to support a more continuous, data-rich, and human-centered approach to how work gets done, now is the perfect time to rethink your approach. Join Principal Analysts David Johnson and Betsy Summers as they share what’s possible at the intersection of employee experience and human capital management technology and what it means for the future of performance management

Speakers:
Betsy Summers, Principal Analyst, Forrester
David Johnson, Principal Analyst, Forrester

2020 was the year that trounced US brands’ “no politics” policies — forcing boardroom debates about whether or not to respond to specific events like the death of George Floyd, mask-wearing mandates, and the US Capitol riot. CMOs increasingly recognize the blurred lines between brands and politics: Human issues are political issues. This session will provide a framework to help CMOs navigate the politically charged consumer landscape.

Speakers:
Mike Proulx, VP, Research Director, Forrester

Financial services firms have very granular data about customers, yet most fail to capitalize on that data. If Netflix understands the nuances of entertainment needs, why can’t a bank make timely financial recommendations? Over the next decade, the quality of insights will be the key battleground on which financial services firms will differentiate. In this session, you will learn how leaders are using data insights to deliver differentiated experiences and get closer to their customers.

Speakers:
Alyson Clarke, Principal Analyst, Forrester

Creating inclusive experiences is good for business, customers, and employees. It helps you reach new markets, reduce legal risk, prove your company is serious about diversity, equity, and inclusion (DEI), and more. But most companies take a narrow approach to design, so they miss out on these benefits. This session will present data demonstrating the benefits of inclusive design and then lay out three strategies to augment your experience design practice for inclusion.

Speakers:
Gina Bhawalkar, Principal Analyst, Serving Customer Experience Professionals, Forrester

More information on this session coming soon!

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester

Traditional talent strategy models are often predicated on a specific conception of hiring: Full-time employees (FTEs) are the standard and assumed centerpiece of most jobs. That model is quickly becoming obsolete. Increasingly, contingent, gig economy, freelance workers, and business partners from outside your organization provide labor on a flexible, burst-able basis. Machine-based talent in the form of bots and AI also replaces or significantly transforms the distribution of work. In this new world, focusing on skills rather than FTEs is crucial: You have tasks to perform; which resources have the skills to complete them? This requires a rethink of organizational design and technology strategy.

Speakers:
Katy Tynan, Principal Analyst, Forrester
J.P. Gownder, VP, Principal Analyst, Forrester

2020’s accelerated shifts in consumer behavior tossed out much of the conventional marketing, advertising, and e-commerce playbook for separate campaign strategies. Siloed brand and performance marketing are giving way to a more unified marketing strategy. Join this session to learn how to reshape your customer lifecycle around the collision of precision and persuasion marketing, and what strategies and partners can help CMOs execute.

Speakers:
Jay Pattisall, Principal Analyst, Forrester