Megan Burns

VP, Principal Analyst serving Customer Experience PROFESSIONALS

Megan serves Customer Experience Professionals. She is a leading expert on customer experience management, maturity, benchmarking, governance, and ROI. She is the creator of Forrester's Customer Experience Maturity Framework and manages The Customer Experience Index, Forrester's annual benchmark of customer experience quality across more than 150 large US firms.

As an accomplished public speaker, Megan is a frequent presenter at industry events such as Forrester's Customer Experience Forum and the NetPromoter Conference. She has been quoted in media outlets including The Wall Street Journal, Internet Retailer, and B2B Magazine.

Previous Work Experience

Before joining Forrester, Megan spent more than six years defining online customer experiences for B2C and B2B websites at AT&T. That work included eCommerce, online customer service, and online marketing sites. Prior to that she spent time at both Intel and IBM as a software engineer.


Megan holds a master's degree in software engineering from Carnegie Mellon University, where she specialized in user and business requirements. She also holds a Bachelor of Science degree in computer science from Rensselaer Polytechnic Institute.

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9 results in Reports

  • Megan Burns
  • eCommerce
  • For Customer Experience Professionals

    Report:Websites That Don't Support Customers Waste Millions

    This report is an update to "Web Sites That Don't Support Customers' Goals Waste Millions" originally published on February 17, 2010. To understand the effect of poor website usability, Forrester...

    • Downloads: 2181
  • For Customer Experience Professionals

    Report:Customer Experience Spending Will Rise In 2010

    More Firms Plan To Grow The Customer Experience Budget Than Cut It

    A recent survey of Forrester's Customer Experience Peer Research Panel shows that the number of firms looking to spend more on customer experience in 2010 is up, while the number of firms that plan...

    • Downloads: 625
  • For Customer Experience Professionals

    Report:Customer Experience Budgets Weather The Storm In 2009

    Firms Will Grow Customer Experience Spending Despite Tough Economic Times

    A recent survey of Forrester's Customer Experience Peer Research Panel shows that while most firms will keep spending flat, many still plan to grow spending in key budget categories like Web design,...

    • Downloads: 373
  • For Customer Experience Professionals

    Report:The Business Case Self-Test

    When seeking budget to improve the Web site customer experience, the most effective business cases appeal to executives on three levels: authority, logic, and emotion. To gauge how well firms are...

    • Downloads: 514
  • For Customer Experience Professionals

    Report:How To Get Funding For Web Site Improvements

    Companies are waking up to the importance of the online customer experience. Unfortunately, a lack of funding makes it difficult for many customer experience professionals to improve their company's...

    • Downloads: 1056
  • For Customer Experience Professionals

    Report:Top Decision Criteria For Execs Who Approve Web Customer Experience Budgets

    Who controls the checkbook for Web site improvements, and what those people think about when making funding decisions? To find out, we asked practitioners at leading firms. Our analysis of their...

    • Downloads: 653
  • For Customer Experience Professionals

    Report:Required Registration Lowers Online Conversion Rates

    To understand the impact of required registration on conversion rates, Forrester asked US online shoppers what they did last time they were required to register before making a purchase online. The...

    • Downloads: 1357
  • For Customer Experience Professionals

    Report:Customer Experience Spending Intensifies In 2008

    To understand their 2008 priorities, Forrester surveyed customer-experience decision-makers at large North American firms. Most plan to boost spending on customer experience in 2008, with measurement...

    • Downloads: 652
  • For Customer Experience Professionals

    Report:The Design Guide For Online Customer Reviews

    Six Principles For Maximizing The Value Of Customer Reviews

    Online customer reviews are a trusted source of product information for consumers — and therefore a potentially valuable sales asset. But many sites do not implement these tools effectively. To...

    • Downloads: 1258