For Customer Experience Professionals

REPORT: Improve Digital Customer Experiences

Executive Overview: The Digital Customer Experience Improvement Playbook

January 10, 2017Deanna Laufer, Allegra Burnette, Tony Costa, Andrew Hogan, Kelly Price

The boundary between digital and physical keeps getting blurrier, and emerging tech like virtual reality and AI-powered chatbots is going mainstream. This is raising the bar for customer experience (CX): It's becoming not only omnichannel but more multisensory and complex to design. To adapt, companies must embrace a design thinking approach focused not on technology but on ease, effectiveness, and emotion. CX pros can use this playbook to help develop strategies and skills that improve experiences in digital and beyond. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

For Customer Experience Professionals

REPORT: The Forrester Digital UX Review

Assessment: The Digital Customer Experience Improvement Playbook

May 10, 2017Andrew Hogan, Allegra Burnette, Jennifer Wise, Kelly Price

Good user experience (UX) helps attract and retain customers, so it's important to conduct rigorous review and testing to assess UX quality. Doing this requires several techniques, including a heuristic approach in which trained experts perform key customer scenarios, such as Forrester's digital UX review. This report explains Forrester's methodology and how CX pros can best use it to improve customers' digital experiences. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

For Customer Experience Professionals

REPORT: The Six Steps For Justifying Better UX

Business Case: The Digital Customer Experience Improvement Playbook

December 28, 2016Andrew Hogan, Deanna Laufer

User experience (UX) has gone mainstream: Companies now invest millions to build design centers and hire UX teams. But many firms still expect proof of the ROI of UX research, design, testing, and validation every step of the way — which customer experience (CX) professionals try but struggle to provide. This document outlines a six-step process that helps CX pros make that business case. This is an extensive update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

For Customer Experience Professionals

REPORT: How To Measure Digital Customer Experience

Performance Management: The Digital Customer Experience Improvement Playbook

March 30, 2016 Maxie Schmidt-Subramanian, Andrew Hogan

Customer experience (CX) pros struggle to measure digital CX. Without effective measurement efforts, however, they're sure to create substandard digital experiences for customers. To succeed at digital measurement, CX pros must overcome hurdles like siloed metrics, complicated root causes, and organizational failures to take action on measurement insights. This report provides tools and processes that offer a path forward for CX pros seeking to measure and improve digital experience quality.

For Customer Experience Professionals

REPORT: Digital Customer Experience Trends, 2017

February 7, 2017Allegra Burnette, Tony Costa, Andrew Hogan, Deanna Laufer, Kelly Price

In 2016's edition of this report about digital customer experience (CX) trends, Forrester identified the rise of conversational interfaces and concierge services. In this year's report, we examine how those trends are playing out and highlight two new ones gaining momentum as we enter 2017: 1) artificial intelligence (AI), voice, and biometric capabilities further transforming user interfaces and 2) companies becoming more disciplined in their innovation efforts.