Ian   Jacobs

Ian Jacobs

Principal Analyst Serving Application Development & Delivery Professionals

Ian Jacobs serves Application Development & Delivery Professionals. With a focus on the digital transformation of customer service, he is an expert in contact centers. His research keeps a sharp focus on customer experience and agent experience issues. Ian is an award-winning columnist, is regularly quoted in major global publications and is a frequent speaker at industry conferences.

Previous Work Experience

Ian comes to Forrester with two decades of experience as a marketer, journalist, and analyst in the software market. He has held several senior-level analyst roles in both the CRM and customer experience fields, and he most recently crafted corporate vision and messaging as the customer experience evangelist at Genesys (Daly City, California).

Education

Ian earned a bachelor's degree in comparative literature and sociology from Rutgers University and a master's degree in journalism from Stanford University.

Ian Jacobs

Principal Analyst Serving Application Development & Delivery Professionals

Ian Jacobs serves Application Development & Delivery Professionals. With a focus on the digital transformation of customer service, he is an expert in contact centers. His research keeps a sharp focus on customer experience and agent experience issues. Ian is an award-winning columnist, is regularly quoted in major global publications and is a frequent speaker at industry conferences.

Previous Work Experience

Ian comes to Forrester with two decades of experience as a marketer, journalist, and analyst in the software market. He has held several senior-level analyst roles in both the CRM and customer experience fields, and he most recently crafted corporate vision and messaging as the customer experience evangelist at Genesys (Daly City, California).

Education

Ian earned a bachelor's degree in comparative literature and sociology from Rutgers University and a master's degree in journalism from Stanford University.

Ian Jacobs's Research

Most RecentMost Popular
  • For Application Development & Delivery Professionals

    REPORT: Stop Trying To Replace Your Agents With Chatbots

    Four Approaches To Using Chatbots To Augment Your Agents Offer Clear Benefits For Companies And Customers

    April 17, 2019Ian Jacobs

    Customer service organizations are in a heightened state of chatbot mania. Many are rushing to replace their agents with chatbots, believing that doing so will cut costs and increase efficiencies. But removing agents from the service workflow is not the only — or even the easiest — way to gain those efficiencies. Customer service leaders should read this report to learn four approaches to, and the benefits of, agent augmentation — not replacement.

  • For Application Development & Delivery Professionals

    REPORT: Win Funding For Your Customer Service Project

    Business Case: The Contact Centers For Customer Service Playbook

    February 26, 2019Ian Jacobs, Kate Leggett

    In the age of the customer, customer service must be a cornerstone of a company's customer experience (CX) strategy. Customer service leaders must invest in modernizing their technology. Doing so requires a sound business case. This report, part of Forrester's contact centers for customer service playbook, addresses the four questions that every business case must answer: What are the business benefits? What are the costs? What future flexibility does the initiative create or decrease? And what are the risks and uncertainties? This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. For this version, we've added new data and examples.

  • For Application Development & Delivery Professionals

    REPORT: Use Emotion To Beat Customer Service Stagnation

    DBS Bank, Disney, Humana, And Progressive Casualty Insurance Show You How

    February 21, 2019Ian Jacobs

    Customer experience (CX) fatigue is a reality — and it's impeding improvements in customer service. While the customer service world has focused on improving the effectiveness and ease of CX, firms have overlooked the most important component: emotion. Customer service leaders should read this report to understand why emotion is crucial and how to infuse it into their customer service organizations.

  • For Application Development & Delivery Professionals

    REPORT: Now Tech: Omnichannel Customer Service Outsourcers, Q1 2019

    Forrester's Overview Of 28 Omnichannel Customer Service Outsourcing Providers

    February 14, 2019Ian Jacobs, Laura Naparstek

    You can use omnichannel customer service outsourcing to improve cost efficiency, quickly stand up digital engagement channels, and adjust to unexpected customer interaction volume. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size and tenure in the landscape, functionality, geography, and vertical market focus. Customer service pros should use Forrester's Now Tech report to understand the value they can expect from a customer service outsourcer and select vendors based on size and functionality.

  • For Application Development & Delivery Professionals

    REPORT: Forrester Infographic: Customer Service Chatbots Fail Consumers Today

    January 30, 2019Ian Jacobs, Julie A. Ask, Andrew Hogan

    Brands increasingly rely on chatbots for customer service as a way to deflect inbound calls and reduce costs, but Forrester Analytics data shows that consumers aren't thrilled. Consumers are reluctant to trust a chatbot to resolve their service issues, and they remain skeptical that chatbots can provide a similar level of service as a human agent. Application development and delivery (AD&D) pros should use this Forrester Infographic to understand why consumers don't like chatbots for customer service and what to do about it.

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