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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7 results in Reports

  • Megan Burns
  • Customer Relationship Management (CRM)
  • 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: 2193
  • For Customer Experience Professionals

    Report:How Rogers Communications Unified Its Approach To Customer Experience Measurement

    In just 18 short months, customer experience professionals at Rogers Communications (Canada's largest telecommunications company) developed and gained support for a new customer experience...

    • Downloads: 512
  • For Customer Experience Professionals

    Report:Better Customer Experience Correlates To Higher Net Promoter Scores For Banks And Retailers

    Investments in customer experience improvements are likely to drive a higher Net Promoter Score (NPS). Forrester tested the strength of the correlation between customer experience quality — as...

    • Downloads: 967
  • For Customer Experience Professionals

    Report:How Satisfied Are Consumers With Phone Experiences In 2010?

    Consumers Rate Their Satisfaction With Phone Experiences Across 13 Industries

    For many companies, the phone is a major channel through which they interact with customers. Forrester surveyed 4,653 consumers to find out how satisfied they were with the phone interactions they...

    • Downloads: 761
  • For Customer Experience Professionals

    Report:Firms Struggle To Measure Customer Experience Across Channels

    Technical And Organizational Silos Hinder Cross-Channel Tracking

    Forrester recently surveyed decision-makers at 41 companies and found that their primary challenges when it comes to customer experience measurement relate to tracking experiences across channels....

    • Downloads: 1057
  • For Customer Experience Professionals

    Report:Make The Most Of Web Site Satisfaction Surveys

    Go Beyond Measurement To Modeling And Diagnosis

    Customer satisfaction surveys are popular, but overall satisfaction scores don't produce actionable insights. Firms need detailed data on specific factors that influence visitors' overall perception...

    • Downloads: 863
  • For Customer Insights Professionals

    Report:Q&A: Five Web Analytics Answers Direct Marketers Must Know

    Web analytics data is one of the few pieces of customer data that direct marketers have not yet integrated into their customer databases. This is a missed opportunity for most direct marketers: Web...

    • Downloads: 1047