About Forrester
Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.

Paul serves Customer Experience Professionals who are leading enterprise-wide customer experience efforts. His research focuses on customer experience strategy (B2C and B2B), organizational culture, and customer experience leadership structures including the Chief Customer Officer position. Secondary areas of research include CRM, voice of the customer, and customer experience measurement.
This is Paul’s second stint at Forrester. In between, Paul ran his own consulting organization focused on technology and business strategy, focused mostly on CRM. Paul held previous positions at Accenture, BBN Technologies, and Teach For America.
Paul holds an M.Ed. from Harvard University, where his area of concentration was educational technology and online learning. He also holds a bachelor's degree in political science from Stanford University.
Adopt An Outside-In Approach To Shift The CRM Mindset
Well-intentioned customer relationship management (CRM) efforts that focus on internal processes and objectives have largely failed to serve the most important stakeholder: the customer. Customer...

In 2009, Maersk Line asked Jesper Engelbrecht Thomsen, vice president of customer service, to take on the role of improving customer experience enterprisewide. Faced with increasing competition and...