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: Real Conversational Interfaces

    Most Chatbots And Voice Interfaces That Claim To Be Conversational Are Not

    October 2, 2018Jennifer Wise, Andrew Hogan, Allegra Burnette

    Interfaces that let people use natural language — from chatbots based on typing and reading to voice interfaces based on speaking and listening — are wildly popular but wildly immature: They're still far from truly conversational. Companies need guidance from CX pros so that their efforts at creating conversational interfaces help customers rather than driving them away. This short report defines what they are, explains why the bar is high, and lays out the basic — but challenging — principles for making these interfaces human-like instead of robot-like.

  • For Customer Experience Professionals

    REPORT: The Forrester Tech Tide™: Experience Design, Q3 2018

    Nineteen Technologies Underpin Experience Design

    August 23, 2018Jennifer Wise, Gina Bhawalkar, Kelly Price, Andrew Hogan, Joana van den Brink-Quintanilha, Faith Adams, Alex Causey

    Experience design (XD) is increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in XD, companies are evaluating and adopting a range of contributing technologies. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 19 technology categories that support experience design. XD professionals should read this report to shape their firm's investment approach to these technologies.

  • For Customer Experience Professionals

    REPORT: Digital CX Trends, 2018

    Landscape: The Digital Customer Experience Improvement Playbook

    April 19, 2018 Andrew Hogan, Jennifer Wise, Kelly Price, Joana van den Brink-Quintanilha, Alex Causey

    In our 2017 edition of this digital CX trends report, Forrester identified how technology was advancing user interfaces by adding AI enablers and how innovation labs and employee tools that support CX had evolved. In this year's report, we examine how those trends are playing out. We highlight the split between companies working on basic but critical digital CX factors like image quality and form field validation and the CX pros at innovators raising the bar through initiatives like pairing up designers with algorithms and detecting emotions through interface interactions.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Life Insurance Wave™: US Sales Websites, Q2 2018

    US Life Insurers Disappoint With Weak Digital Guidance

    April 18, 2018 Ellen Carney, Jennifer Wise

    Digital touchpoints are supplementing and sometimes displacing traditional sales touchpoints like advisors as customers research and then buy life insurance. To see how helpful they are to customers, we evaluated the websites of seven US life insurance companies. This report lays out where these companies excel — and where they lag — as well as what digital business strategy and customer experience executives can learn from them.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Life Insurance Wave™: Canadian Sales Websites, Q2 2018

    Life Insurance Websites Reflect Sales Models — Not Customer Goals

    April 10, 2018 Ellen Carney, Jennifer Wise

    Digital touchpoints are supplementing and sometimes displacing traditional sales touchpoints like advisors as customers traverse online and offline paths in their life insurance purchase journeys. To see how helpful and easy to use digital sales features are to customers, we evaluated the websites of seven leading Canadian life insurers. This report lays out where these companies excel — and where they lag — and what digital business strategy and customer experience executives can learn from them.

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