Forrester

For Customer Experience Professionals

Blog:It’s Time To Develop Your Digital Customer Experience Strategy

Today’s digital landscape is complex. As companies use digital interfaces to engage with customers and foster long-term relationships, customer interactions are spanning an increasing array of...

For Customer Experience Professionals

Blog:Users Can't Always Tell You What Their Real Goals Are, But The Right Kind Of Research Can

Lately it’s become en vogue to talk about how to “surprise and delight” your customers. And why not? If companies are competing on experience, they need to find ways to impress and...

For Customer Experience Professionals

Blog:An Experience With An American Express HERO

Ever since I signed my daughter up for a frequent-flier program, she's been receiving at least one credit card offer from American Express every week. Problem is, she's 2. It's unnerving...

For Customer Experience Professionals

Blog:Brand-Building Web Site Best Practices From 2010

During 2010, my colleagues on the Customer Experience team at Forrester and I evaluated the Brand Experience at the Web sites of 14 companies across three industries (and wrote individual reports for...

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: 361
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For Customer Experience Professionals

Report:Digital Customer Experience Governance Demystified

Continuous Improvement: The Digital Customer Experience Improvement Playbook

Governance has long been a dreaded word in the field of customer experience. It conjures images of automatons locked in dungeons trolling digital properties, hunting for standards violations. But...

• Downloads: 397

For Customer Experience Professionals

Report:Mastering Emotional Experience Design: Address Customers' Real Goals

Companies hoping to engage their customers in digital channels should adopt what Forrester calls Emotional Experience Design (EED). The first principle of the framework asserts that firms need to...

• Downloads: 871

For Customer Experience Professionals

Blog:How Good Is The Brand Experience At Hotel Sites? Not Very

As part of Forrester’s ongoing initiative to provide annual industry benchmarks of online customer experiences, we recently evaluated the Brand Experience of four hotel brands’ Web sites...

For Customer Experience Professionals

Report:Mastering Emotional Experience Design: Develop A Coherent Personality

Today's cookie-cutter digital experiences fail to leave lasting impressions on customers, in part because they lack a coherent personality. Companies hoping to engage their customers in digital...

• Downloads: 693

For Customer Experience Professionals

Client Inquiry:The Importance Of Search Functionality Within Websites

I would like to know how important robust search capability is within websites. What is the perceived value? Is it an important feature that needs an investment? Where does search rank as a core...

For Customer Experience Professionals

Report:The Unified Customer Experience Imperative

Delivering Experience Excellence Across A Fractured Network Of Digital Touchpoints

Today's digital landscape is distributed across an array of touchpoints and devices. With customers able to interact through multiple channels at any given moment, firms need to ensure that they...

• Downloads: 1121
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For Customer Experience Professionals

Report:Develop Your Digital Customer Experience Strategy

Strategic Plan: The Digital Customer Experience Improvement Playbook

This report is an update to "How To Develop Your Digital Customer Experience Strategy" originally published on July 13, 2011. Companies need a digital customer experience strategy to ensure that they...

• Downloads: 1882

For Customer Experience Professionals

Report:Web Site Brand Experience 2010: Hotels

Forrester Applies Its Web Site Brand Experience Review Methodology To Four Top Sites

The hotel industry features highly recognized brand names like Crowne Plaza, Hilton, Marriott, and Sheraton. But how good is the brand experience offered by major hotel brands' Web sites? To find...

• Downloads: 489

For Customer Experience Professionals

Report:Best And Worst Of Website User Experience, 2011: US Banks

Forrester Applies Its Website Review Methodology To Six US Bank Sites

Forrester evaluated the user experience at the public-facing websites of six leading US banks by assets: Bank of America, Chase (JPMorgan Chase), Citibank, PNC Financial Services, US Bank, and Wells...

• Downloads: 667

For Customer Experience Professionals

Report:Digital Customer Experience Trends To Watch, 2013

Landscape: The Digital Customer Experience Improvement Playbook

Digital touchpoints support an increasingly large percentage of the overall customer experience. 2012 saw the emergence of several important digital customer experience trends that will gain momentum...

• Downloads: 1361
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For Customer Experience Professionals

Blog:Why Your Website Still Matters

The explosion of smartphones and tablet computers has companies frantic to build useful apps for serving their customers. Forrester agrees that companies should be building ways for customers to...

For Customer Experience Professionals

Report:How To Make Mega-Drop-Down Menus Work

Mega-drop-down menus enable designers to quickly route site visitors to content that resides deep within a site's hierarchy without obligating them to sort through multiple menu layers. But once...

• Downloads: 318

For Customer Experience Professionals

Report:Use Visual Design To Help Unify The Digital Customer Experience

Customers expect the companies they do business with to coordinate services and designs across channels. The first — and most elemental way — to demonstrate and deliver on this...

• Downloads: 514

For Customer Experience Professionals

Blog:The Online Change Of Address Nightmare

At some point in our lives, we all go through the challenge of moving, and it isn’t a whole lot of fun, even when it should be. You have to find a place to move, make offers, secure loans and...

For Customer Experience Professionals

Blog:Introducing Forrester's Digital Customer Experience Improvement Playbook

Firms are increasing their focus on and investment in digital touchpoints. Why? Because digital touchpoints are critical parts of the customer experience ecosystem that offer your customers...

For Customer Experience Professionals

Blog:Great Customer Experiences Balance Empathy With Problem Solving

I recently wrote a post describing an experience I had with an Empowered customer service rep at American Express. To sum it up, my 2-year-old was getting credit card applications in the mail so I...

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: 779
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For Customer Experience Professionals

Blog:Top 10 Web Design Fixes For Improving Business Results Workshop (December 7th, San Francisco, CA)

Even the best Web sites have usability flaws that stop customers from buying products or services, finding information, and getting help. Yet many of these problems are easy to find and not much...

For Customer Experience Professionals

Report:How Customer Experience Professionals Can Use The Splinternet Engagement Index

The Splinternet Engagement Index

This report, originally written for market insights professionals, includes content relevant to customer experience professionals. Here's why: Firms deliver experiences across an increasing array of...

• Downloads: 279

For Customer Experience Professionals

Blog:Brand Experience Workshop: Learn The Tools Of Website Brand Experience Reviews (April 4th, San Francisco Marriott Marquis)

Ever wonder why websites offer such lackluster brand experiences? Want to know how your site can help you differentiate your brand? If you care about how your brand succeeds online and are attending...