Forrester Research

Analyst's Photo	Name and Title	Contact information
	Natalie L. Petouhoff, Ph.D. Senior Analyst

Research Coverage

Brand Strategy, Build the right team, partnerships, and technologies, Business Process Management, Business Strategy For Customer Experience, CRM Strategy & Deployment, Customer & Channel Management, Customer Experience, Customer Experience Management, Customer Relationship Management, Customer Relationship Management Applications, Customer Service & Support, Interactive Marketing, Marketing & Advertising, Organization & Culture For Customer Experience, Packaged Applications, ROI Of Customer Experience, Social Computing & Web 2.0, Social Marketing, eBusiness/eCommerce

Research Focus

Natalie serves Business Process & Applications professionals who work with customer service, customer relationship management, and social media professionals to support customer-facing processes. As a leading expert, she is often quoted in the press and on television on how the top companies forge IT and business teams that develop IT solutions to provide great experiences and retain loyal customers. She reviews customer service and CRM vendor's applications and provides IT and business process leaders with guidance on how to integrate social media applications and platforms into the contact center, as well as the emerging field of social CRM. Her research on customer service best practices via the FastForward Innovation Framework includes six areas around people, process, and technology, as well as integrating organizational change management as part of an initiative to reduce risk and ensure higher ROI for the investment. In addition, Natalie's model on the ROI of social media for customer service is helping companies justify this as part of their enterprise technology and customer experience strategy.

Previous Work Experience

Natalie has more than 20 years of leadership experience in management consulting and systems integration firms, including BenchmarkPortal, Hitachi Consulting, and PricewaterhouseCoopers Consulting. Her years of practical experience in industry were gained at companies like General Electric, General Motors, Hughes Electronics, and Sony Pictures. Natalie is also the author of four books:

Reinventing Your Contact Center: Managers Guide To Managing Multi-Channel Contact Centers
Integrating Your People with Process and CRM Technology: Change Management That Provides An ROI
CRM: The Bottom Line to Optimizing Your ROI
Recruiting and Retaining Call Center Employees

Natalie's articles appear in BusinessWeek, CIO Magazine, CRM Magazine, Customer Interactions Solutions, CustomerThink.com, Fast Company, Information-Age, InfoWorld, ITWorld, The New York Times, Peppers & Rogers 1-to-1 Magazine,USA Today, and ZDNet.

As accomplished public speaker, Natalie is a keynote speaker at events including, Enterprise 2.0, Forrester's IT, Business Technology, and Consumer and Customer Experience Forums, Destination CRM Evolution Conference, ICMI Conference, Call Center 2.0, Shared Insights Self-Service Conference, SOCAP, Pepperdine's Business Forum, and WOMMA.