John Dalton

VP, Research Director serving Customer Experience PROFESSIONALS

John primarily contributes to Forrester's offerings for Customer Experience Professionals who are leading enterprisewide customer experience efforts. He is a leading expert on the intersection of branding, marketing, experience design, governance, and understanding customer needs.

Previous Work Experience

John started his tenure at Forrester in 1999 as an analyst and authored reports on speech technologies, site and software design, emerging media technologies, and content management. He left Forrester in 2004 to join Upland Productions, a boutique video agency, where he made award-winning films and documentaries. He produced, directed, and edited films for a variety of clients, including the Whitehead Institute for Biomedical Research, Microsoft Europe, MIT, SUNY's Fashion Institute of Technology, and many clients in private secondary education including Groton, Hotchkiss, Choate, and St. Paul's.


John holds a Ph.D. from UCLA, where his area of concentration was medieval literature, allegory, and iconography.

Research Coverage

John Dalton's Research

  • For Customer Experience Professionals

    Report: Implement Your Digital Customer Experience Strategy

    Every organization that makes customer experience a top priority needs a strategy for its digital customer interactions that will satisfy customer needs, bolster business objectives, and build t...

  • For Customer Experience Professionals

    Report: Digital Customer Experience Trends, 2014

    In 2013, the number and variety of digital touchpoints blossomed, and a new breed of digital innovators rushed forward, blending online and offline experiences. In parallel, privacy concerns res...

  • For Customer Experience Professionals

    Report: Predictions 2014: Customer Experience

    Customer experience (CX) made big news in 2013, with firms investing big bucks in boosting their CX efforts and cringe-inducing failures making international headlines. In 2014, expect two domin...

  • For Customer Experience Professionals

    Report: Case Study: Rogers Communications Pilots A New Customer Experience Strategy

    In 2011, the customer experience team at Rogers Communications, Canada's largest telecommunications carrier, was beating its collective head against a wall — how could it operationalize it...

  • For Customer Experience Professionals

    Report: Prototyping For Customer Experience

    Prototypes fuel ideation, provide a vehicle for gathering user feedback, and facilitate communication by exposing design assumptions. Customer experience professionals who understand the benefit...

View all of John Dalton's Research

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