Forrester

For Infrastructure & Operations Professionals

Report:Build A Road Map For Workforce Computing

Road Map: The Workforce Enablement Playbook

This report outlines Forrester's solution to help IT infrastructure and operations (I&O) leaders develop their five-year technology road map for workforce computing. This is important because into...

• Downloads: 87
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For Customer Experience Professionals

Report:Tools For Mastering The Customer Experience Ecosystem

Processes: The Customer Experience Ecosystem Playbook

To make meaningful customer experience improvements, organizations need to align their customer experience ecosystems. That requires understanding customers' deep needs, viewing interactions from the...

• Downloads: 406
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For Customer Experience Professionals

Report:How To Map Your Customer Experience Ecosystem

Assessment: The Customer Experience Ecosystem Playbook

Customer interactions are shaped by a complex set of interdependencies that Forrester calls the customer experience ecosystem. In order to make significant and long-lasting customer experience...

• Downloads: 525

For CMO Professionals

Report:Rethink Marketing In The Buyer's Context

How B2B Marketers Need To Recast Their Approach

Business-to-business (B2B) marketers must face a new reality: Empowered customers are educating themselves through professional and peer-created content that is available online. Many claim to...

• Downloads: 326
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For Customer Experience Professionals

Report:The State Of The Art Of Personas

Personas Have Evolved To Support Differentiated Customer Experience Design In The Age Of The Customer

Personas offer a proven solution for a common design challenge: Keeping the end user in mind during all phases of design, development, and testing. Recently, shortsighted firms have wrongly dismissed...

• Downloads: 759
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For eBusiness & Channel Strategy Professionals

Report:Best Practices In Mobile Banking

Processes: The Mobile Banking Strategy Playbook

The critical question for many digital banking teams after they build mobile banking is how to encourage customer adoption and use. Forrester spoke to eBusiness executives at banks about the current...

• Downloads: 595

For Sales Enablement Professionals

Report:B2B Marketers Prefer To Create Their Own Content Mostly For Lead Nurturing

Effective content marketing is now critical to B2B marketers' success because useful content accelerates potential buyers along their journey. That usefulness is predicated on the content being...

• Downloads: 194
• Comments: 2

For CMO Professionals

Report:2013 B2B CMO Imperatives

Driving Growth With Customer Insights, Marketing Automation, And Content Marketing

Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must work...

• Downloads: 596
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For Customer Experience Professionals

Report:2013 Customer Experience Predictions

What Customer Experience Professionals Need To Know About The Year Ahead

Over the past two years, consumer technology adoption and market forces have catapulted the field of customer experience into strategic stature. But it will be years before customer experience is...

• Downloads: 1305
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For Customer Experience Professionals

Report:Contextualization

Delivering Relevant Experiences In The Multichannel World

Firms want to deliver the right experience to the right user at the right time and on the right device — a tricky proposition in this age of device proliferation. The splinternet — and...

• Downloads: 433
• Comments: 2
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For Application Development & Delivery Professionals

Report:It Ain't Personal; Get Up Close And Contextual

Supporting Relevant Digital Experiences In The Multichannel World

Organizations have long "personalized" their websites for customer segments. Now they need to go further, first by delivering the right experience to the right user at the right time and on the right...

• Downloads: 352
• Comments: 1
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For Sales Enablement Professionals

Report:Assessing Your Content Management Processes And Organization

B2B marketers across all industries are investing more into creating digital content to generate new business opportunities, nurture existing sales or marketing leads, and to encourage deeper...

• Downloads: 417
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For Customer Experience Professionals

Report:Executive Q&A: Customer Understanding For Customer Experience Management

Compelling customer experiences stem from a company's deep understanding of its target customers' goals and behaviors. This requires uncovering customer needs in a disciplined manner. This report...

• Downloads: 371

For Application Development & Delivery Professionals

Report:Design Mobile Apps From The Outside In

Policy And Procedures: The Mobile App Development Playbook

This report outlines best practices in mobile app design that application development & delivery professionals can use to design great mobile apps. Customer expectations for mobile apps have never...

• Downloads: 3105

For Customer Experience Professionals

Report:How To Get Value From Customer Journey Maps

Companies Share Best Practices For Using Journey Maps Effectively

This report describes best practices for using journey maps to drive improvements in customer experience. Customer journey maps are foundational tools that support companies' efforts to improve...

• Downloads: 833
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For Customer Experience Professionals

Report:Scenario Design Unifies The Splinternet Customer Experience

Vision: The Digital Customer Experience Improvement Playbook

Companies have historically failed to meet the needs of their customers in individual channels. As customers increasingly engage with multiple channels in pursuit of a single goal, companies need to...

• Downloads: 774
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For Customer Experience Professionals

Report:How To Craft User Goals For Expert Evaluations

Expert evaluations test user scenarios and then evaluate the experience based on a set of heuristics. To get the best results from these evaluations, customer experience professionals need to craft...

• Downloads: 189

For Customer Experience Professionals

Report:Case Study: Designing Humana's Mobile Suite

How Customer Experience Professionals Can Support Mobile Experiences

Mobile is quickly becoming a key touchpoint for consumers across industries, and health insurers are no exception. Insurers are jumping on the mobile bandwagon, but many are still unsure of how to...

• Downloads: 393
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For Customer Experience Professionals

Report:Conversations With Customer Experience Leaders: Maersk Line's Jesper Engelbrecht Thomsen

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...

• Downloads: 249

For Application Development & Delivery Professionals

Report:Application Delivery Must Enter The Age Of The Customer

A Roundtable Discussion With Forrester Analysts

Customers have more power today than ever before. They have tremendous influence and reach through social media, more options and choices for whom to buy from, and high expectations about how they...

• Downloads: 495

For Customer Experience Professionals

Report:Personas Require Regular Updates

Ensure Personas Accurately Reflect Customers' New Behaviors And Technologies

Personas are ideal tools to guide the design of products, channels, and messaging, but companies are concerned that they fail to keep track of evolving behaviors. Although customers' psychographics...

• Downloads: 444

For Customer Experience Professionals

Report:How Much Are Companies Spending On Digital Design Projects?

Customer experience professionals had already told us that they were planning many large digital design projects in 2011. This time around, we asked Forrester's Customer Experience Peer Research...

• Downloads: 456

For Application Development & Delivery Professionals

Report:The Power Of Predictions

Case Studies In CRM Next Best Action

Many business process pros have implemented next-best-action technologies to improve customer retention, boost upsell and cross-sell, and enhance customer experiences. Best practices for customer...

• Downloads: 1285
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For Marketing Leadership Professionals

Report:Case Study: Avis Uses Personas To Drive SEO

We spoke with John Peebles, vice president of online marketing at Avis Budget Group, about a site redesign project he and his team undertook to improve the search engine optimization (SEO) results...

• Downloads: 569

For Customer Experience Professionals

Report:Beyond CRM: Manage Customer Experiences

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...

• Downloads: 1659
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