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Jennifer   Wise

Jennifer Wise

Principal Analyst Serving Customer Experience Professionals

Jenny is a principal analyst serving customer experience professionals. Her research focuses on the role of emerging technologies in customer experience with a primary emphasis on user experience (UX) priorities, such as user research, interaction design, and design team skill sets. In her research, she provides strategic guidance on how to execute against these priorities across foundational company experiences, mobile, and emerging interfaces including virtual assistants, voice-controlled interfaces, artificially intelligent systems, and virtual reality.

Jenny has spoken at numerous industry events on the topics of emerging interfaces, mobile marketing, artificial intelligence, and virtual assistants, including CTIA, Mobile FirstLook 2017, Mobile Media Upfront, and SM2 Innovation Summit. Her research and analysis have been cited frequently in publications such as AdAge, MediaPost, NPR, TechCrunch, and VentureBeat, and she has been a contributor to Forbes, Direct Marketing News, The Huffington Post, and CMS Wire.

Previous Work Experience

Prior to her current role, Jenny was a senior analyst serving B2C marketing professionals. In that role, her research focused on emerging marketing tactics, with a primary emphasis on mobile marketing, mobile advertising, virtual assistants, and gamification strategies. Her research examined the consumer adoption and usage of devices and features, including the organizational maturity, strategic frameworks, and vendor partnerships and technologies required to successfully deploy mobile marketing tactics.

Before joining Forrester, Jenny served as an account manager at Neptune Web, a full-service interactive web agency and consulting firm.

Education

Jenny holds a master's degree in human factors in information design from Bentley University and a B.S. in economics from Trinity College (Hartford). She has also done postgraduate coursework in information design, interaction design, and app design at San Francisco State University.

Jennifer Wise

Principal Analyst Serving Customer Experience Professionals

Jenny is a principal analyst serving customer experience professionals. Her research focuses on the role of emerging technologies in customer experience with a primary emphasis on user experience (UX) priorities, such as user research, interaction design, and design team skill sets. In her research, she provides strategic guidance on how to execute against these priorities across foundational company experiences, mobile, and emerging interfaces including virtual assistants, voice-controlled interfaces, artificially intelligent systems, and virtual reality.

Jenny has spoken at numerous industry events on the topics of emerging interfaces, mobile marketing, artificial intelligence, and virtual assistants, including CTIA, Mobile FirstLook 2017, Mobile Media Upfront, and SM2 Innovation Summit. Her research and analysis have been cited frequently in publications such as AdAge, MediaPost, NPR, TechCrunch, and VentureBeat, and she has been a contributor to Forbes, Direct Marketing News, The Huffington Post, and CMS Wire.

Previous Work Experience

Prior to her current role, Jenny was a senior analyst serving B2C marketing professionals. In that role, her research focused on emerging marketing tactics, with a primary emphasis on mobile marketing, mobile advertising, virtual assistants, and gamification strategies. Her research examined the consumer adoption and usage of devices and features, including the organizational maturity, strategic frameworks, and vendor partnerships and technologies required to successfully deploy mobile marketing tactics.

Before joining Forrester, Jenny served as an account manager at Neptune Web, a full-service interactive web agency and consulting firm.

Education

Jenny holds a master's degree in human factors in information design from Bentley University and a B.S. in economics from Trinity College (Hartford). She has also done postgraduate coursework in information design, interaction design, and app design at San Francisco State University.

Jennifer Wise's Research

Most RecentMost Popular
  • For Customer Experience Professionals

    REPORT: Best Practices: Web Chat For Investors

    What Real Investors Say About Web Chat Experiences

    May 28, 2020Jennifer Wise

    Investment firms aim to offer web chat experiences that meet investors' expectations and drive use of the channel. To see how they stack up, we assessed the chat feature on eight investment firms' websites and tested these features with real investors to identify what they want, what works, and what doesn't. This report for CX and digital experience professionals explains investors' expectations and why they want to engage with web chat and highlights best practices we uncovered for creating successful web chat experiences.

  • For Customer Experience Professionals

    REPORT: Digital CX And Design Trends, 2020

    May 20, 2020 Andrew Hogan, Gina Bhawalkar, Jennifer Wise, Riccardo Pasto, Kelly Price, Joana de Quintanilha, Karine Cardona-Smits

    Eight trends in 2020 are shaping how experience design (XD) professionals and their companies should improve their customers' experiences with digital touchpoints, from apps to websites to Alexa skills. This report examines these trends and how your efforts to improve digital customer interactions must connect better with your XD process and team.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Investing Website Best Practices For 2020

    Apply Lessons Learned From The Q4 2019 Forrester Investing Wave™

    April 15, 2020Jennifer Wise, Vijay Raghavan

    The website is the dominant digital touchpoint for US investors, so it's critical for digital leaders at investment firms to elevate their web experiences to win, serve, and retain their investors. To see how today's investment sites meet and deliver against investor expectations, we evaluated the secure sites of eight large US investing companies in late 2019. This report helps digital executives understand what website features are being offered today, identify best practices, and find new ways to improve their own investing websites.

  • For Customer Experience Professionals

    REPORT: The Innovation Engine: Unleash Your Employees' Potential To Innovate

    February 26, 2020Jennifer Wise

    Companies strive to innovate, but their attempts often fizzle. Two root causes of this failure are: 1) a lack of organizational buy-in for the innovation function and 2) a company culture that puts too much of the risk on the shoulders of individual employees. This report lays out best practices we uncovered by interviewing companies that have refined their approach to innovation, so customer experience (CX) pros and their colleagues can apply these lessons to ideate, incubate, and launch winning innovations.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Investing Wave™: US Websites, Q4 2019

    Firms Must Optimize Their Site's Functionality And Experience Design To Help Investors Access Information

    December 12, 2019 Vijay Raghavan, Jennifer Wise

    The website is the dominant digital touchpoint for US investors, so digital leaders at investment firms must elevate their web experiences to win, serve, and retain their customers. To see how these sites meet and deliver against customer expectations, we evaluated the secure sites of eight large US investing companies. This report lays out where the companies excel — and where they lag — and what digital business strategy and customer experience (CX) executives can learn from them.

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