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Moira Dorsey

Vice President, Practice Leader - Customer Experience serving Customer Experience PROFESSIONALS

Moira serves Customer Experience Professionals. She leads a research and advisor team that helps clients design and deliver experiences that match customer expectations and drive profits. As a Forrester analyst in the past, Moira specialized in customer experience within and across digital touchpoints. Moira has worked for Forrester since 1999 in various research and management positions — most within the Customer Experience practice.

Previous Work Experience

Since joining Forrester in 1999, Moira has covered a variety of subjects to help clients improve customer experience as a means to drive business results. Until becoming the practice leader for Customer Experience, Moira led a research team focused on subjects such as the user experience within and across digital touchpoints, how to model the return on investment from customer experience projects, and voice of the customer programs. Moira's direct research coverage included the future of digital customer experiences, design persona development, multi-touchpoint experiences, and user experience reviews. From 2003 to 2008 she oversaw Forrester's review methodologies and related training courses for websites, phone self-service systems, email, and cross-channel experiences.

Moira has keynoted and hosted at many events, including Forrester's Customer Experience Forum, Forum for Marketing and Strategy Professionals EMEA, and Infrastructure & Operations and Security & Risk Forum.

Prior to joining the Customer Experience team, Moira evaluated retail and financial sites for Forrester's PowerRankings research. Moira began her career at Forrester in 1999 as a research associate in Forrester's consumer technology research group.


Education

Moira is a magna cum laude graduate of Wellesley College. Before attending Wellesley, Moira was a professional ballet dancer. She received critical acclaim from The New York Times for her performances in principal roles in ballets such as "Giselle" and "Coppelia."

Research Coverage:

Cross Channel Strategies, Customer Experience Management, Multichannel Customer Experience, Personalization, Personas & Scenarios, Phone Self-Service, Web Design & Usability

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22 results in Reports

  • Moira Dorsey

  • For Customer Experience Professionals

    Report:The Future Of Online Customer Experience

    It Looks Customized, Aggregated, Relevant, And Social

    Moira DorseyJanuary 28, 2010

    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...

    • Downloads: 4197

  • For Customer Experience Professionals

    Report:Topic Overview: Customer Experience In A Down Economy

    Harley Manning, Moira DorseyDecember 12, 2008

    As markets around the world continue to decline, credit stays tight, and job cuts escalate, making the case for customer experience will be even more of a challenge. But firms can ensure that the...

    • Downloads: 3154

  • For Customer Experience Professionals

    Report:Why Customer Experience, Why Now?

    Business Case: The Customer Experience Ecosystem Playbook

    Kerry Bodine, Moira DorseyFebruary 26, 2013

    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...

    • Downloads: 2732

  • For Customer Experience Professionals

    Report:How To Build Online Experiences Of The Future

    Best Practices From Firms That Created Experiences With CARS Attributes

    Moira DorseyJanuary 18, 2011

    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...

    • Downloads: 1233

  • For Customer Experience Professionals

    Report:Best And Worst Of Personas, 2007

    Forrester Applies Its Evaluation Methodology To Personas From 23 Interactive Agencies

    Moira DorseyJuly 19, 2007

    To gauge the current state of personas, Forrester applied its persona evaluation criteria to reference personas provided by 23 interactive agencies. Most of the personas showed significant room for...

    • Downloads: 836

  • For Customer Experience Professionals

    Report:Best And Worst Of Cross-Channel Design, 2007

    Forrester Applies Its Cross-Channel Review Methodology To 16 Major Firms

    Moira DorseyFebruary 16, 2007

    Forrester applied its Cross-Channel Review methodology to the experiences at 16 firms — four of the largest credit card issuers, consumer electronics retailers, PC manufacturers, and wireless...

    • Downloads: 581

  • For Customer Experience Professionals

    Report:The ROI Of Personas

    Vidya L. Drego, Moira DorseyAugust 03, 2010

    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...

    • Downloads: 1043
    • Rating:

  • For Customer Experience Professionals

    Report:Best And Worst Of B2C Site Design, 2007

    Forrester Applies Its Web Site Review Methodology To 16 Major Firms

    Moira DorseyMarch 30, 2007

    Forrester applied its Web Site Review methodology to the site experiences at 16 firms — four each of the largest credit card issuers, consumer electronics retailers, PC manufacturers, and...

    • Downloads: 540

  • For Customer Experience Professionals

    Report:How To Design The Right Channel Mix

    Leverage Channel Strengths Based On User Behaviors And Business Goals

    Moira DorseyApril 26, 2007

    Customer experience professionals have a wide array of customer interaction touchpoints at their disposal. With so many options, how can they choose the best combination that drives customer...

    • Downloads: 396

  • For Customer Experience Professionals

    Report:How Personas Drive Experience-Based Differentiation: Four Examples

    Moira DorseySeptember 06, 2007

    Personas help everyone with a stake in customer experience to obsess about customer needs. This healthy obsession is key for companies that want to differentiate the experiences they provide. A...

    • Downloads: 649

  • For Customer Experience Professionals

    Report:Learning From Wal-Mart's Web Site Redesign

    How The Walmart.com Team Managed The Redesign Process

    Moira DorseyMarch 13, 2007

    Walmart.com recently launched a major redesign. To understand how they went through the process, we spoke with Walmart.com's marketing director and vice president of user experience. These execs...

    • Downloads: 748

  • For Customer Experience Professionals

    Report:Questions For Persona Creation Vendors

    What To Ask Before Selecting A Vendor To Help With Personas

    Moira DorseyFebruary 04, 2008

    Personas can help build more effective experiences. But customer experience professionals can't expect to get those results from any vendor they hire to research and create personas. That's why...

    • Downloads: 489

  • For Customer Experience Professionals

    Report:Using Personas To Inform Marketing And Sales Efforts: Three Examples

    Moira DorseyJune 07, 2007

    Personas are especially helpful in getting employees to understand and obsess about customer needs — the first principle required for Experience-Based Differentiation. While personas have been...

    • Downloads: 468

  • For Customer Experience Professionals

    Report:Persona Project Costs And Deliverables

    Small Firms And Interactive Agencies Report On The Number Of Personas Created, Interviews Conducted, And Costs

    Moira DorseyNovember 27, 2007

    Surveys of user experience vendors uncovered 18 interactive agencies and 30 small firms with significant experience creating personas. The two groups report averaging four personas and roughly 20...

    • Downloads: 392

  • For Customer Experience Professionals

    Report:Best And Worst Of Phone Self-Service Design, 2007

    Forrester Applies Its IVR Review Methodology To 16 Major Firms

    Moira DorseyMay 25, 2007

    Forrester applied its Interactive Voice Response (IVR) Review methodology to the phone self-service experiences at 16 firms — four of the largest credit card issuers, consumer electronics...

    • Downloads: 293

  • For Customer Experience Professionals

    Report:Persona Review Scorecard 2.0

    Moira DorseyAugust 02, 2007

    The standard scorecard format for review criteria.

    • Downloads: 1

  • For Customer Experience Professionals

    Report:Top User Experience Flaws On Financial Services, Retail, And Automotive Sites

    Forrester Taps Its Database Of Web Site Reviews To Find Top Flaws By Industry

    Moira DorseyJanuary 11, 2007

    We looked at the results from Forrester's database of Web Site Reviews to find the top failures on sites in three industries: financial services, retail, and auto manufacturers. What did we find?...

    • Downloads: 316

  • For Customer Experience Professionals

    Report:Best And Worst Of Email Interaction Design, 2007

    Forrester Applies Its Email Interaction Review Methodology To 16 Major Firms

    Moira DorseyApril 23, 2007

    Forrester applied its Email Interaction Review methodology to the email experiences at 16 firms — four of the largest credit card issuers, consumer electronics retailers, PC manufacturers, and...

    • Downloads: 254

  • For Customer Experience Professionals

    Report:Interactive Agencies That Can Help With Persona Projects

    Eighteen Vendors With Significant Persona Creation Experience Report Research And Industry Expertise Details

    Moira DorseyNovember 14, 2007

    A survey of interactive design agencies uncovered 18 firms that have significant experience creating personas and conducting persona research. The agencies are using diverse research methodologies to...

    • Downloads: 227

  • For Customer Experience Professionals

    Report:Small Firms That Can Help With Persona Projects

    Thirty-Three Vendors With Significant Persona Creation Experience Report Research And Industry Expertise Details

    Moira DorseySeptember 12, 2007

    A survey of user experience vendors uncovered 33 firms with significant experience creating personas. As a group, these firms leveraged a variety of research methodologies, and their persona...

    • Downloads: 169

  • For Customer Experience Professionals

    Report:Case Study: Cisco Quad Gives Employees CARS Experiences

    Moira DorseyOctober 13, 2011

    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...

    • Downloads: 119
    • Rating:

  • For Customer Experience Professionals

    Report:Cross-Channel Review Reviewer's Guide

    Moira DorseyAugust 22, 2007

    This is the Reviewer's Guide to go along with the Cross-Channel Review Scorecard. It will be featured on the Customer Experience Web site.

     
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