Rick   Parrish

Rick Parrish

Principal Analyst Serving Customer Experience Professionals

Based in Washington, D.C., Rick serves Customer Experience Professionals in the government and private sector. Rick leads Forrester’s research on CX management maturity, CX vision and strategy, and government CX. His research helps organizations in all industries focus and organize their customer experience ecosystems around CX improvement; he also helps governments overcome the unique challenges they face in developing successful and innovative customer experiences. He has been with Forrester for more than three years.

Previous Work Experience

Rick has more than 15 years of experience in analysis. He was previously an analyst at the Central Intelligence Agency, where he helped pioneer high-profile improvements in the CIA's customer focus and gained an appreciation for the unique hurdles governments face in such efforts. He also earned awards for his rigorous, influential analysis and engagement with a range of senior officials. Prior to his government service, Rick was a professor of political science at Loyola University New Orleans and West Texas A&M University (WTAMU) and director of the political science graduate program at WTAMU.

Education

Rick holds a Ph.D. in political science from the University of Wisconsin-Madison, where he focused on international relations and political theory.

Rick Parrish

Principal Analyst Serving Customer Experience Professionals

Based in Washington, D.C., Rick serves Customer Experience Professionals in the government and private sector. Rick leads Forrester’s research on CX management maturity, CX vision and strategy, and government CX. His research helps organizations in all industries focus and organize their customer experience ecosystems around CX improvement; he also helps governments overcome the unique challenges they face in developing successful and innovative customer experiences. He has been with Forrester for more than three years.

Previous Work Experience

Rick has more than 15 years of experience in analysis. He was previously an analyst at the Central Intelligence Agency, where he helped pioneer high-profile improvements in the CIA's customer focus and gained an appreciation for the unique hurdles governments face in such efforts. He also earned awards for his rigorous, influential analysis and engagement with a range of senior officials. Prior to his government service, Rick was a professor of political science at Loyola University New Orleans and West Texas A&M University (WTAMU) and director of the political science graduate program at WTAMU.

Education

Rick holds a Ph.D. in political science from the University of Wisconsin-Madison, where he focused on international relations and political theory.

Rick Parrish's Research

Most RecentMost Popular
  • For Customer Experience Professionals

    REPORT: Clear Communication Is Vital For Government CX Success

    Improving How You Communicate Creates A Better Customer Experience — And Improves CX Metrics

    February 14, 2018 Faith Adams, Rick Parrish

    How well federal agencies communicate with their customers has a surprisingly large impact on the overall customer experience they deliver. This outsized influence can be a game-changer for your agency. In this report, we outline how 15 government agencies perform when it comes to clear communication and explain what they leave on the table by not communicating clearly. We also detail how some CX pros from regulated industries have successfully purged jargon from their communications and simplified their messaging to increase clarity and build trust.

  • For Customer Experience Professionals

    REPORT: Customers Prefer Hybrid Digital/Physical Experiences

    New Insights From Forrester's Customer Experience Index

    February 9, 2018Rick Parrish

    Conventional wisdom states that customers prefer digital experiences. As a result, companies race to create entirely digital experiences to entice customers away from physical channels like call centers and brick-and-mortar locations. New research from Forrester's Customer Experience Index (CX Index™) reveals that this strategy may fail. In this report, we detail when and how hybrid customer experience (CX) outperforms both purely digital and purely physical experiences. We also offer key insights for CX professionals who want to approach hybrid CX strategically.

  • For Security & Risk Professionals

    REPORT: Security Strength And Ease Benchmark: US Most-Visited Federal Government Websites, 2017

    September 14, 2017 Andras Cser, Rick Parrish, Alexander Spiliotes, Merritt Maxim

    Only 33% of federal customers are confident that the government keeps their personal information secure, and almost 50% rate federal website ease of use as neutral or poor. In this report for S&R pros, we evaluate government websites on the balance between the public-facing security features on their websites and the websites' ease of use.

  • For Customer Experience Professionals

    REPORT: The US Federal Customer Experience Index, 2017

    September 6, 2017Rick Parrish, Margaret Rodriguez

    The White House requires federal agencies to provide customer experiences that match the best of the private sector's. In this report, we measure agencies' progress toward this goal with our annual federal Customer Experience Index (CX Index™) rankings. We also compare agencies' customer experience (CX) performance with the private sector's and assess how well agencies perform on key CX drivers, including digital CX. We conclude with concrete advice for federal CX pros who want to improve customer experiences efficiently.

  • For Customer Experience Professionals

    REPORT: The Canada Customer Experience Index, 2017

    How Brands Build Loyalty With The Quality Of Their Experience

    August 28, 2017Rick Parrish

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 192 brands across 18 industries in the Canada CX Index — based on a survey of over 74,023 adult customers. We also unveil surprising trends in CX quality and the role that emotion plays in CX. Customer experience professionals can use this report to inform their ongoing improvement efforts.

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