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:What Drives A Profitable Customer Experience

    The Most Critical Factors In The CX-Loyalty Equation Across 17 Industries

    Firms have no shortage of ideas on how to improve customer experience (CX). What many haven't had is a good way to prioritize those ideas — until now. Forrester recently conducted a survey of...

    • Downloads: 424
  • For Customer Experience Professionals

    Report:Introducing Forrester's Next-Generation Customer Experience Index

    Great Customer Experiences Create And Sustain Customer Loyalty

    For the past seven years, Forrester has used its Customer Experience Index (CXi) to benchmark how consumers rated their interactions with hundreds of brands in the US and, more recently, in Europe...

    • Downloads: 429
  • For Customer Experience Professionals

    Report:How Companies Improved Their Customer Experience Index Scores, 2014

    Processes: The Customer Experience Maturity Playbook

    Forrester interviewed customer experience (CX) professionals at brands that showed the biggest year-over-year improvement in our annual CX benchmark. We asked them what they and their companies did...

    • Downloads: 543
  • For Customer Experience Professionals

    Report:Five Secrets Of Effective Customer Experience Steering Committees

    Customer experience (CX) steering committees add value by coordinating CX efforts that span silo boundaries. We interviewed leaders of CX steering committees at various firms to learn what helps...

    • Downloads: 353
  • For Customer Experience Professionals

    Report:Executive Q&A: Forrester's Customer Experience Index

    To help customer experience professionals get the most from Forrester's Customer Experience Index (CXi) research, we've summarized answers to the 10 most frequently asked questions we get from...

    • Downloads: 719
  • 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: 1698
  • 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: 3427
  • For Customer Experience Professionals

    Report:Hiring The Right Customer Experience Team For Greater CX Maturity

    Although customer experience (CX) teams need a diverse mix of skills, they're typically too small to afford an army of specialists. In fact, many CX leaders have just one or two direct reports when...

    • Downloads: 331
  • For Customer Experience Professionals

    Report:How AT&T Mobility Elevated Its Customer Experience Maturity

    Many firms aspire to move beyond just repairing broken experiences to a phase we call "elevate," in which they work to prevent bad experiences from happening in the first place. AT&T's Mobility...

    • Downloads: 407
  • For Customer Experience Professionals

    Report:Where Are You On The Path To Customer Experience Maturity?

    Assessment: The Customer Experience Maturity Playbook

    Success in the age of the customer requires the ability to design, implement, and manage customer experience in a disciplined way — a capability few firms have today. They can build this...

    • Downloads: 607
  • For Customer Experience Professionals

    Report:The Path To Customer Experience Maturity

    Road Map: The Customer Experience Maturity Playbook

    Companies have lofty goals for customer experience. Unfortunately, most customer experience professionals aren't doing even a fraction of the things required to achieve those goals. Customer...

    • Downloads: 931
  • 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: 1188
  • For Customer Experience Professionals

    Report:The State Of Customer Experience Management, 2013

    Landscape: The Customer Experience Maturity Playbook

    Customer experience management (CEM) is top of mind for many companies as they kick off 2013. This report sheds light on the current state of CEM, using data we collected from our Customer Experience...

    • Downloads: 1085
  • For Customer Experience Professionals

    Report:How Disciplined Is Your Customer Experience Management?

    To succeed in today's business climate, companies must consistently deliver a good customer experience. Unfortunately, few firms have what it takes to do that because they lack systems for...

    • Downloads: 397
  • 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: 2420
  • For Customer Experience Professionals

    Report:Executive Q&A: Customer Experience Measurement

    To measure customer experience (CX), firms need a framework that tells them not only how good their customers' experiences are but also how to improve them and what benefits to expect from doing so....

    • Downloads: 616
  • For Customer Experience Professionals

    Report:Don't Fix Customer Experience Problems, Prevent Them

    In a recent survey of customer experience professionals, 86% said that their executives hope to differentiate in the marketplace on the basis of their customer experience. Unfortunately, most...

    • Downloads: 736
  • For Customer Experience Professionals

    Report:Better Customer Experience Correlates To Higher Net Promoter Scores

    Credit Card Companies And Wireless Service Providers Benefit From Higher Net Promoter Scores Through Better Customer Experience

    Net Promoter Score (NPS) is a wildly popular tool for assessing customers' likelihood to recommend a company's product or service. As valuable as NPS can be, by itself, the "one number you need to...

    • Downloads: 791
  • 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: 2108
  • For Customer Experience Professionals

    Report:Executive Q&A: Customer Experience Governance

    Many firms want to differentiate on the basis of customer experience. To reach that goal, they must first define an experience that's truly differentiating and then deliver that experience...

    • Downloads: 338
  • For Customer Experience Professionals

    Report:How Companies Improved Their CXi Scores, 2012

    Forrester spoke to leaders at brands whose Customer Experience Index (CXi) scores went up appreciably in 2012. Our goal was to understand what drove those customer experience improvements. The...

    • Downloads: 766
  • 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: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: 1675
  • 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: 3505
  • 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: 1310