Megan Burns

VP, Principal Analyst serving Customer Experience PROFESSIONALS

Megan serves Customer Experience Professionals. She is a leading expert on customer experience management, maturity, benchmarking, governance, and ROI. She is the creator of Forrester's Customer Experience Maturity Framework and manages The Customer Experience Index, Forrester's annual benchmark of customer experience quality across more than 150 large US firms.

As an accomplished public speaker, Megan is a frequent presenter at industry events such as Forrester's Customer Experience Forum and the NetPromoter Conference. She has been quoted in media outlets including The Wall Street Journal, Internet Retailer, and B2B Magazine.

Previous Work Experience

Before joining Forrester, Megan spent more than six years defining online customer experiences for B2C and B2B websites at AT&T. That work included eCommerce, online customer service, and online marketing sites. Prior to that she spent time at both Intel and IBM as a software engineer.

Education

Megan holds a master's degree in software engineering from Carnegie Mellon University, where she specialized in user and business requirements. She also holds a Bachelor of Science degree in computer science from Rensselaer Polytechnic Institute.

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82 results in Reports

  • Megan Burns
  • For Customer Experience Professionals

    Report:Customer Experience Maturity Defined

    Vision: The Customer Experience Maturity Playbook

    This report is an update to "Customer Experience Maturity Defined" originally published on September 12, 2011. To excel at customer experience, organizations must routinely perform the practices...

    • Downloads: 3485
  • For Customer Experience Professionals

    Report:How Four Firms Measure Customer Experience

    This report is an update to "How Four Firms Measure Customer Experience Across The Enterprise" originally published on January 22, 2010. Chief customer experience officers (CC/EOs) need a set of...

    • Downloads: 3519
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2012

    This report provides benchmarks of the quality of customer experience at major companies. It should be used to help customer experience professionals set goals and optimize as they transform their...

    • Downloads: 3078
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2011

    Consumers Rate The Customer Experience Across 153 Large US Brands

    To assess the state of customer experience in 2011, Forrester asked more than 7,700 US consumers about their interactions with a variety of companies. Based on their responses, we calculated Customer...

    • Downloads: 2730
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2013

    How good is the customer experience at your company — as rated by your own recent customers? This report answers that question by providing benchmarks of the quality of customer experience for...

    • Downloads: 2444
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2012

    This report outlines the business case for customer experience professionals seeking to discover the business benefits of improving customer experience in an experience-driven organization. Years of...

    • Downloads: 2475
  • For Customer Experience Professionals

    Report:Websites That Don't Support Customers Waste Millions

    Business Case: The Digital Customer Experience Improvement Playbook

    This report is an update to "Web Sites That Don't Support Customers' Goals Waste Millions" originally published on February 17, 2010. To understand the effect of poor website usability, Forrester...

    • Downloads: 2122
  • For Customer Experience Professionals

    Report:The Forrester Wave™: Web Analytics, Q3 2007

    Buyers Must Choose The Level Of Power And Complexity That's Right For Them

    Forrester evaluated the strengths and weaknesses of eight top Web analytics products against 127 criteria. Coremetrics came out as a Leader, with a product suite that balances power, usability, and...

    • Downloads: 1761
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2014

    Benchmarks: The Customer Experience Maturity Playbook

    How good is the customer experience at your company — as rated by your own customers? This report helps answer that question by providing benchmarks of the quality of customer experience for...

    • Downloads: 1805
  • For Customer Experience Professionals

    Report:Customer Experience Predictions For 2009

    Five Things Every Customer Experience Professional Should Think About

    The definition of what makes a "great" customer experience is constantly changing. To help firms keep up, Forrester identified five things that we expect to influence the definition of customer...

    • Downloads: 1602
  • For Customer Experience Professionals

    Report:Three Steps To Better Web Site Performance Metrics

    We interviewed measurement specialists at leading companies and interactive agencies to determine how they select the right Web site performance metrics. Through our analysis of their responses, we...

    • Downloads: 1442
  • For Customer Experience Professionals

    Report:Manage The Customer Experience Project Portfolio

    Continuous Improvement: The Customer Experience Maturity Playbook

    This report is an update to "Managing The Customer Experience Project Portfolio" originally published on February 12, 2010. When transforming their firms into experience-driven organizations,...

    • Downloads: 1681
  • For Customer Experience Professionals

    Report:The Design Guide For Online Customer Reviews

    Six Principles For Maximizing The Value Of Customer Reviews

    Online customer reviews are a trusted source of product information for consumers — and therefore a potentially valuable sales asset. But many sites do not implement these tools effectively. To...

    • Downloads: 1244
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2010

    What A Higher Customer Experience Index Score Can Do For Revenue

    To help customer experience professionals prove the business value of a better enterprise customer experience, we built simple models that show how revenue increases when a company's Customer...

    • Downloads: 1626
  • For Customer Experience Professionals

    Report:Need To Cut Costs? Improve The Web Site Experience

    When the economy is in trouble, most executives start looking for ways to cut costs from their budgets. Customer experience professionals should take advantage of this situation and promote improving...

    • Downloads: 1216
  • For Customer Experience Professionals

    Report:Enterprise Customer Experience Transformation Consultants

    This report is an update to "Enterprise Customer Experience Transformation Consultants" originally published on October 21, 2010. This report provides an overview of the types of technology that...

    • Downloads: 1413
  • For Customer Experience Professionals

    Report:Required Registration Lowers Online Conversion Rates

    To understand the impact of required registration on conversion rates, Forrester asked US online shoppers what they did last time they were required to register before making a purchase online. The...

    • Downloads: 1347
  • For Customer Experience Professionals

    Report:Three Secrets Of Success For Customer Experience Organizations

    Customer Experience Teams Need To Build A Strong Internal Brand

    Centralized customer experience organizations play an important role in a company's journey to Experience-Based Differentiation. Forrester examined the inner-workings of several such teams and found...

    • Downloads: 1456
  • For Customer Experience Professionals

    Report:How Companies Raised Their Customer Experience Index Scores, 2011

    To understand how companies drive customer experience improvement, Forrester spoke to leaders at brands having Customer Experience Index (CxPi) scores that went up appreciably in 2011. We uncovered a...

    • Downloads: 1405
  • For Customer Experience Professionals

    Report:How Much Will Your Web Site Metrics Improve?

    To help customer experience professionals estimate how far their Web site metrics are likely to move as a result of improvements in the customer experience, we aggregated data on the impact of more...

    • Downloads: 1199
  • For Customer Experience Professionals

    Report:How Companies Improved Their Customer Experience Index Scores, 2013

    Every year, Forrester uses the results of its Customer Experience Index benchmark to see which firms made big strides in the race for customer experience excellence. This report summarizes what we...

    • Downloads: 1202
  • For Customer Experience Professionals

    Report:Five Ways To Turn Business Case Presentations From Boring Into "Wow!"

    It's Not Just What You Say, It's Also How You Say It

    With competition for funding tighter than ever, lack of budget is a major roadblock to many customer experience improvements in 2009. Customer experience professionals need to make their business...

    • Downloads: 1170
  • For Customer Experience Professionals

    Report:The State Of Customer Experience, 2012

    Because customer experience is a fairly new business discipline, many customer experience professionals aren't sure what to focus on, how to structure their programs, or how the challenges they face...

    • Downloads: 1313
  • For Customer Experience Professionals

    Report:How Satisfied Are Consumers With Web Site Experiences In 2010?

    Consumers Rate Their Satisfaction With 87 Web Sites Across 13 Industries

    Forrester recently asked US online consumers to rate their satisfaction with Web site experiences at companies they've done business with across multiple industries. When the results were tallied,...

    • Downloads: 1304
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2011

    Improvements Can Add More Than $1 Billion In Revenue For Wireless Carriers And Hotels

    Customer experience professionals must clearly articulate the business benefits of improving customer experience. Years of Forrester data confirm the strong relationship between the quality of a...

    • Downloads: 1373