Customer Experience Research

Your company’s success hinges on your ability to master CX as a true discipline. Forrester’s groundbreaking CX research lays out the vision and strategy behind a successful CX transformation, providing deep consumer insights and strategic frameworks to help you rally your team and prove the business value of CX to your organization.

Focus Your CX Vision

Lay The Foundation For Continuous CX Transformation

Build a strategy and implement proven models that adapt and grow with the needs of your business and market.

Design And Deliver Valuable Experiences

Reliably deliver brand experiences that are easy, effective, and resonate emotionally with current and future customers to increase customer loyalty over time.

Demonstrate The Impact Of CX

Partner with expert analysts to create a winning business case for your CX initiatives that demonstrates not only the benefits of CX but also measures the actual return on investment for your company and proves the business value.

Signature Research

Forrester has advised on customer experience for more than two decades. Put this expertise to work for you with analyst access and signature CX research such as:

  • CX Index methodology: Prove the impact of CX on financial results. Learn how the Customer Experience Index (CX Index™) measures CX quality and loyalty to help you prioritize specific experiences based on competitive factors and revenue likelihood.
  • Digital Experience Reviews: Industry evaluations of the functionality and usability of apps or websites help you identify best practices and drive growth through digital CX.
  • CX management maturity assessments: Identify where your organization is in terms of managing CX. Use the results to know where gaps exist in order to advance your maturity level.
  • The CX transformation playbook: Understand the steps necessary to enable lasting change across the enterprise at the beginning, intermediate, and advanced stages of a CX transformation.
  • The digital CX improvement playbook: Use the proven formula to discover, plan, act, and optimize programs to elevate your CX and deliver excellence day after day.
  • ROI models for CX transformation: Support your CX business case so that you gain budget and organizational support.

Time With Experts: Inquiry

Forrester analysts are past practitioners and experts in their field. Each analyst brings this unique knowledge and background to help you vet ideas, validate direction, and put research into practice. Each analyst inquiry includes:

  • 30-minute discussion
  • Personalized advice
  • Actionable next steps

Looking for more time with experts?
Strategic advice programs provide customized, hands-on analyst engagement to help you apply Forrester insights to your key initiatives through quarterly strategy sessions or execute on your CX transformational strategies through a specific consulting project.

I am constantly being inspired by the research Forrester produces —in my case, research to improve our ability to design and inspire customer experience.

Yvan Goupil
Head of customer and marketing insight, Virgin Money

Featured Insights


Get Your Design System Right: Approach It Like A Product

Gina Bhawalkar 2 days ago
When you hear “design system,” what words come to mind? If you’re like most design leaders I speak with in my role as an analyst covering this space, “consistency,” “scale,” and “components” are the words that bubble up. And that makes sense because it’s true that design systems help teams scale good product design decisions […]
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The US CX Index 2020: Why CX Differentiation Leads To Long-Term Success

Dive into the latest results from this year’s US CX Index, explore trends in CX quality at the brand and industry level, and understand the impact of CX-based differentiation.


Service New South Wales Is The Clear CX Leader In Australia’s Public Sector

Riccardo Pasto 3 days ago
Our Australia government Customer Experience Index (CX Index™) 2020 results are in! The CX Index tests 30 drivers of CX and 27 emotions to reveal the factors that make a government experience easy, effective, and emotionally engaging. These indicators explain each government organization’s overall CX Index score and impact on mission performance. This year, we […]
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Distinguish Hot From Hype In Wealth Management Tech Investments In 2021

Vijay Raghavan November 23, 2020
We’ve seen technology shift the wealth management landscape for years. The global pandemic accelerated that shift as clients seek new ways to access their accounts, communicate with account managers, and manage their investments. To identify “The Top Wealth Management Technology Investments In 2021,” we interviewed more than 80 companies to determine which technology initiatives they […]
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