Megan Burns

Vice President, Principal Analyst serving Customer Experience PROFESSIONALS

Megan Burns is a VP, principal analyst serving Customer Experience Professionals. She has spent more than 15 years helping companies use technology to make life better and easier for everyone. Megan joined Forrester's CX practice in 2006, focusing initially on measuring CX quality and understanding its link to financial results. In 2009 she shifted focus to the broader topic of CX maturity, publishing Forrester's CX Maturity Framework in 2010. That framework defines the essential habits that every company needs to design, deliver, and evolve CX in a disciplined way and is the foundation of the book Outside In.

Megan also leads Forrester's semiannual benchmark of CX quality at nearly 300 large US firms, called the Customer Experience Index (CX Index™), and she co-developed the CX Index methodology. She recently launched a new stream of research on the role of emotion CX based on the strong connection between emotion and loyalty in CX Index data.

As an accomplished public speaker, Megan frequently presents at events in the CX space earning top scores from attendees for her presentations. She has been quoted in media outlets like The Wall Street Journal, Forbes, Fortune, The Los Angeles Times, Internet Retailer, CRM Magazine, and B2B Magazine.

Previous Work Experience

Before joining Forrester, Megan spent several years defining online customer experiences for B2C and B2B websites at AT&T. She worked with lines of business to define key features for the carrier's eCommerce, online customer service, and online marketing websites and acted as the liason between development teams, business partners, and external design agencies. Prior to her time at AT&T, Megan 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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  • Megan Burns
  • eCommerce
  • For Customer Experience Professionals

    Report:Brief: Comparing CX Quality Between Store-Based Retailers And Digital-Only Retailers

    Store-based retailers face an uphill battle as they compete against digital giants like Amazon and Etsy for consumer dollars. Customer experience (CX) professionals should use this report to get a...

    • Downloads: 161
  • 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: 2212
  • 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: 629
  • 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: 376
  • 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: 520
  • 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: 1067
  • 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: 658
  • 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: 1362
  • 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: 653
  • 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: 1267