Forrester

For Customer Experience Professionals

Report:Tools For Mastering The Customer Experience Ecosystem

Processes: The Customer Experience Ecosystem Playbook

To make meaningful customer experience improvements, organizations need to align their customer experience ecosystems. That requires understanding customers' deep needs, viewing interactions from the...

• Downloads: 420
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For Customer Experience Professionals

Report:Case Study: Emirates Uses Customer Journey Maps To Keep The Brand On Course

Journey Mapping Enables A Diverse Global Airline To Lift Quality Of Service While Growing Rapidly

Emirates is one of the world's fastest-growing airlines and positions itself as a lifestyle brand, setting high expectations for service quality in a competitive market. As Emirates expanded rapidly,...

• Downloads: 254

For Customer Experience Professionals

Report:The State Of The Art Of Personas

Personas Have Evolved To Support Differentiated Customer Experience Design In The Age Of The Customer

Personas offer a proven solution for a common design challenge: Keeping the end user in mind during all phases of design, development, and testing. Recently, shortsighted firms have wrongly dismissed...

• Downloads: 764
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For Customer Experience Professionals

Report:Executive Q&A: Customer Understanding For Customer Experience Management

Compelling customer experiences stem from a company's deep understanding of its target customers' goals and behaviors. This requires uncovering customer needs in a disciplined manner. This report...

• Downloads: 373

For Customer Experience Professionals

Report:How To Get Value From Customer Journey Maps

Companies Share Best Practices For Using Journey Maps Effectively

This report describes best practices for using journey maps to drive improvements in customer experience. Customer journey maps are foundational tools that support companies' efforts to improve...

• Downloads: 837
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For Customer Experience Professionals

Report:Interactive Design Agency Overview, 2012

Tools And Technology: The Digital Customer Experience Improvement Playbook

Selecting the right interactive design vendor is a complex and stressful task. The splinternet — an explosion of digital touchpoints across an array of proprietary platforms — makes that...

• Downloads: 631
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For Customer Experience Professionals

Report:What To Look For When Hiring Consultants To Help With Customer Journey Maps

Companies tell us that they're interested in using customer journey maps as tools to analyze and communicate their customers' perspectives on the interactions they deliver. Creating and using...

• Downloads: 308
• Comments: 3
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For Customer Experience Professionals

Report:Customer Journey Mapping: What Is It For?

Five Firms Describe How Customer Journey Mapping Helps Them

Forrester clients tell us that they're eager to use customer journey maps because they see the documents as ideal tools to analyze and communicate their customers' perspectives on the interactions...

• Downloads: 1014
• Comments: 1
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For Customer Experience Professionals

Report:Mobile Interactive Design Agencies Emerge

Look To Specialists For Niche Skills In Mobile Experience Design

Companies increasingly see the need to offer differentiating mobile experiences. However, they struggle to find the skills and support they need to deliver useful and usable mobile services that make...

• Downloads: 409

For Customer Experience Professionals

Report:How Does Social Media Contribute To Customer Experience? Let Us Count The Ways

It's Time To Document Best Practices For Social Media And Customer Experience

Social media already plays a role at each step of customers' complex journeys to discover, evaluate, buy, access, use, and get support for products and services. Customer experience professionals...

• Downloads: 1848

For Customer Experience Professionals

Report:Scorecard: Customer Journey Map Review 1.0

Assess your customer journey map by completing this scorecard.

• Downloads: 74
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For Customer Experience Professionals

Report:Reviewer's Guide: Customer Journey Map Review 1.0

Use this reviewer's guide to assess your customer journey map.

• Downloads: 75

For Customer Experience Professionals

Report:Mothercare Uses Knowledge Management To Unify Customer Experience Across Touchpoints

Specialty retailer, Mothercare Group, worked with self-service vendor, Transversal, to improve knowledge management across its three key touchpoints — the Web, call centers, and retail stores....

• Downloads: 453

For Customer Experience Professionals

Report:Personas Require Regular Updates

Ensure Personas Accurately Reflect Customers' New Behaviors And Technologies

Personas are ideal tools to guide the design of products, channels, and messaging, but companies are concerned that they fail to keep track of evolving behaviors. Although customers' psychographics...

• Downloads: 444

For Customer Experience Professionals

Report:Where To Find Help For Interactive Design Projects In Europe, 2011

European Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

Companies seeking agency partners in Europe find it challenging to identify the best agencies to meet their needs. To kick-start the vendor selection process, Forrester gathered self-reported data...

• Downloads: 216

For Customer Experience Professionals

Report:Next-Generation Interactive Design Calls For Agencies That Collaborate Well

Demand Collaboration Best Practices From Your Interactive Design Agencies

The pressures to roll out consistent experiences across multiple touchpoints, deliver compelling next-generation experiences in digital channels, and stay ahead of the curve of emerging technology...

• Downloads: 356

For Customer Experience Professionals

Report:Giffgaff Manages Its Community To Deliver A Great Customer Experience

Social Media Management Gives Control To Members And Builds The Brand

Giffgaff, a low-cost mobile virtual network operator, uses an online community for customer support, sales and marketing, as well as product development functions. To ensure a positive customer...

• Downloads: 382

For Customer Experience Professionals

Report:Customer Experience Professionals: Break Through Persona Obstacles Now

Introduce Personas With Clear Purposes And Embed Them In Processes

Despite ample evidence of the value that personas contribute to user experience design and related business results, some firms still struggle to use them to the greatest effect. At the root of many...

• Downloads: 605

For Customer Experience Professionals

Report:Executive Q&A: Design Personas In 2011

Design personas have become widely used tools for design teams, but the state of persona adoption is uneven. While some companies are still novices, others are seeking ways to optimize their use of...

• Downloads: 529

For Customer Experience Professionals

Report:Executive Q&A: Design Personas And Customer Journey Maps

Design personas and customer journey maps are valuable tools that support companies' tactical design decisions and the high-level strategic goal of progressing toward Experience-Based...

• Downloads: 946

For Customer Experience Professionals

Report:Demand Better Processes From Your Interactive Agencies

Design Firms Need Disciplined Approaches To Improve Online Experiences

Forrester's evaluations of Web sites and design personas created by the leading interactive agencies in North America and the UK show that agencies struggle to consistently create digital experiences...

• Downloads: 528

For Customer Experience Professionals

Report:Web Design Best Practices From UK Interactive Agencies

Forrester applied its Web Site User Experience Review methodology to 18 sites provided by nine interactive agencies in the UK. While agencies struggled with usability, a number of best practices...

• Downloads: 397

For Customer Experience Professionals

Report:Persona Best Practices Of UK Interactive Agencies

Forrester Applies Its Evaluation Methodology To Personas Provided By Nine UK Interactive Agencies

Forrester applied its persona evaluation criteria to reference personas provided by nine interactive agencies in the UK for the recent Forrester Wave™. Most of the personas showed some room for...

• Downloads: 510

For Customer Experience Professionals

Report:Web Site User Experience 2010: UK Grocers

Forrester Applies Its Web Site User Experience Review Methodology To Four Top UK Grocers

Forrester evaluated the user experience at the Web sites of four leading UK online grocery retailers: Asda, Sainsbury's, Tesco, and Waitrose. Overall scores were above average, but no site passed our...

• Downloads: 261

For Customer Experience Professionals

Report:BBVA Makes Online Banking Customized, Aggregated, Relevant, And Social

CARS Improves Customer Experience And Supports The Bank's Growth Strategy

Forrester has predicted that the next generation of online experiences will be customized, aggregated, relevant, and social (CARS). We can already see early examples of companies that are...

• Downloads: 883