David   Truog

David Truog

VP, Research Director Serving Customer Experience Professionals

David is a research director for Forrester’s customer experience (CX) practice, which helps companies improve their ability to fulfill customer needs with ease, effectiveness, and emotional resonance. He leads a team of analysts focused primarily on how to understand customers in depth and how to design experiences for them ranging from digital and physical products to in-person service interactions.

Previous Work Experience

David has held a variety of roles in his more than 10 years at Forrester. As an analyst, he primarily covered the design and development of websites and software. He then led a team of eight in creating a new product which became Forrester’s fastest-growing in its first year. He later became a research director for the interactive marketing research team and then led research quality and operations, a team of 60. In 2016, David returned as a research director to the CX team on which he had been an analyst in his first year at Forrester.

David started his career as a front-end software developer and UX designer on the NeXT OS (which in 2001 became MacOS and later iOS). In addition to eight years in software, David also worked for nine years as a video producer and director throughout the US and Europe. He pitched, planned, researched, filmed, interviewed, edited, and composed music, creating 340 videos for clients as well as a series of 20 documentary shorts about topics in technology, design, and the life sciences.

Education

David holds a B.A. in cognitive science from Amherst College, where he focused on cognitive psychology, philosophy of mind, and artificial intelligence and wrote an honors thesis predicting the advantages of neural networks over the traditional approach to artificial intelligence. He also holds an M.A. in the history of ideas from St. John's Graduate Institute, Santa Fe. Prior to college, David grew up in France, where he earned a baccalauréat from Lycée des Eaux Claires and discovered his passion for software development and UX design.

David Truog

VP, Research Director Serving Customer Experience Professionals

David is a research director for Forrester’s customer experience (CX) practice, which helps companies improve their ability to fulfill customer needs with ease, effectiveness, and emotional resonance. He leads a team of analysts focused primarily on how to understand customers in depth and how to design experiences for them ranging from digital and physical products to in-person service interactions.

Previous Work Experience

David has held a variety of roles in his more than 10 years at Forrester. As an analyst, he primarily covered the design and development of websites and software. He then led a team of eight in creating a new product which became Forrester’s fastest-growing in its first year. He later became a research director for the interactive marketing research team and then led research quality and operations, a team of 60. In 2016, David returned as a research director to the CX team on which he had been an analyst in his first year at Forrester.

David started his career as a front-end software developer and UX designer on the NeXT OS (which in 2001 became MacOS and later iOS). In addition to eight years in software, David also worked for nine years as a video producer and director throughout the US and Europe. He pitched, planned, researched, filmed, interviewed, edited, and composed music, creating 340 videos for clients as well as a series of 20 documentary shorts about topics in technology, design, and the life sciences.

Education

David holds a B.A. in cognitive science from Amherst College, where he focused on cognitive psychology, philosophy of mind, and artificial intelligence and wrote an honors thesis predicting the advantages of neural networks over the traditional approach to artificial intelligence. He also holds an M.A. in the history of ideas from St. John's Graduate Institute, Santa Fe. Prior to college, David grew up in France, where he earned a baccalauréat from Lycée des Eaux Claires and discovered his passion for software development and UX design.

David Truog's Research

Most RecentMost Popular
  • For Customer Experience Professionals

    REPORT: Why And How To Lead A CX Transformation

    The Executive Overview Of The CX Transformation Playbook

    October 29, 2018David Truog

    A laser-like focus on CX is the best path to business success. Forrester has proven this by analyzing major brands' financial results and showing that they correlate with how customers perceive their interactions with those brands. Few companies have achieved that focus — for most, it will require a journey of deep transformation toward a new mindset and a new way of operating. This report for executives tasked with leading CX transformations provides an overview of our framework for how to complete this journey successfully: the CX transformation playbook. Forrester refreshes this report regularly based on new research.

  • For Customer Experience Professionals

    REPORT: Demystifying The Language Of CX And UX

    Essential Definitions For Your Execs To Avoid Making Misguided Strategic Decisions About CX And UX

    October 2, 2018David Truog

    CX and UX pros can't go it alone — you need your colleagues to be onboard, to deliver the right experiences to your customers. The foundation for this is a shared understanding of what you're talking about. To help grow your colleagues' fluency in essential CX and UX language, we've created a lexicon of key definitions in terms your colleagues will understand — simple, clear, and free of jargon. We've grouped them into tables — each one goes progressively deeper, so you can distribute them gradually, to educate without overwhelming.

  • For Customer Experience Professionals

    REPORT: CXNYC 2017: The Breakaway CX Opportunity

    The Brightest Highlights From Forrester's 2017 Customer Experience Forum In New York

    October 12, 2017David Truog

    After each of the Forum events that Forrester produces for customer experience (CX) professionals every year around the world, we ask attendees which sessions and themes were the most valuable. This report provides a snapshot of the brightest highlights at our CXNYC 2017 Forum in New York.

  • For Customer Experience Professionals

    REPORT: The Perspective Problem In The Customer Life Cycle

    Your Company Undermines Profits By Misprioritizing Life Cycle Phases — Help It Stop

    August 28, 2017David Truog

    The classic customer life-cycle diagram is useful but gives equal weight to every phase — which does not reflect reality. And many companies ignore whether any phase is more important than any other, mistakenly prioritizing the prepurchase phases (discover, explore, and buy), while most of their customers care far more about what happens afterward (the use, ask, and engage phases). This short report examines why this is a business mistake and explains how customer experience (CX) professionals should recast the customer life cycle to help align investment with strategy.

  • For Customer Experience Professionals

    REPORT: Predictions 2017: The CX Quality Split

    An Elite Few Brands Will Break Away

    October 31, 2016David Truog, Allegra Burnette, Tony Costa, Andrew Hogan, TJ Keitt, Rick Parrish, Kelly Price, Maxie Schmidt-Subramanian, Samuel Stern

    The Customer Experience Index (CX Index™) leaders of 2015 barely improved in 2016, even as brands that had lagged behind caught up significantly. Does this herald a leveling out in 2017, with companies converging toward CX parity? No. This document lays out for CX professionals what will happen instead.

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