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Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.
Business Case: The Customer Experience Ecosystem Playbook
This report is an update to "Why Customer Experience? Why Now?" originally published on October 4, 2011. We've entered the age of the customer — an era where a focus on customers matters more...
Last weekend I used my AAdvantage miles on a plane ticket for my husband. I went to AA.com, it was easy to trade off options based on number of miles used and flight schedule. When I went to book, my...
Our Forum For Customer Experience Professionals in Los Angeles is just four weeks away — and we have some exciting news! First, our final lineup of external speakers is confirmed. All of...

In response to many requests to feature more business-to-business (B2B) content at our events, next month’s Outside In: A Forum For Customer Experience Professionals will feature...
Forrester believes that next-generation digital experiences will be customized, aggregated, relevant, and social (CARS). Cisco Systems' Quad collaboration tool illustrates how CARS can be equally...

Best Practices From Firms That Created Experiences With CARS Attributes
Forrester believes that four attributes will characterize the next phase of development of the web. Online experiences will be: customized by the end user, aggregated at the point of use, relevant to...
Although spending for research and persona creation is strong among persona advocates, many firms still report difficulty convincing their organizations that personas are worth the seemingly large...

I had a chance to catch up with David Lessing, COO of wealth management at Morgan Stanley Smith Barney, in advance of his keynote next month at the Customer Experience Forum. I spoke with David...