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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6 results in Reports

  • Megan Burns
  • Retail
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2012

    This report provides benchmarks of the quality of customer experience at major companies. It should be used to help customer experience professionals set goals and optimize as they transform their...

    • Downloads: 3144
  • For Customer Experience Professionals

    Report:How Satisfied Are Consumers With Web Site Experiences In 2010?

    Consumers Rate Their Satisfaction With 87 Web Sites Across 13 Industries

    Forrester recently asked US online consumers to rate their satisfaction with Web site experiences at companies they've done business with across multiple industries. When the results were tallied,...

    • Downloads: 1315
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2011

    Improvements Can Add More Than $1 Billion In Revenue For Wireless Carriers And Hotels

    Customer experience professionals must clearly articulate the business benefits of improving customer experience. Years of Forrester data confirm the strong relationship between the quality of a...

    • Downloads: 1391
  • 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:The US Customer Experience Index, Q3 2015

    Benchmarks: The Customer Experience Maturity Playbook

    Forrester's Customer Experience Index (CX Index™) helps customer experience (CX) professionals understand the ups and downs of CX quality over time. The CX Index franchise scores more than 900...

    • Downloads: 415