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: Answers To Common Questions About Forrester's Customer Experience Index

    Frequently Asked Questions About The CX Index Methodology, Business Impact Simulator, And Benchmark Study

    April 19, 2018Rick Parrish, Roxana Strohmenger

    Companies need a way to measure changes in the quality of their customer experience (CX), understand how it compares to competitors' CX, and prioritize improvements that will grow revenue. Forrester's Customer Experience Index (CX Index™) methodology gives brands the data and actionable insights that they need to accomplish these goals. This report answers nine common questions to help CX pros find the right way to integrate the CX Index into their existing measurement landscape.This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Experience Professionals

    REPORT: Avoid These 14 CX Misconceptions

    March 19, 2018Rick Parrish, Kelly Price, Ryan Hart, Andrew Hogan, TJ Keitt, Faith Adams, Maxie Schmidt-Subramanian, Samuel Stern

    To provide a great customer experience (CX) reliably and efficiently, companies must master all six competencies of CX management (CXM). However, misconceptions can cause even the most experienced CX professionals to stumble along the path to CXM maturity. In this report, we detail the most common misunderstandings and explain how CX professionals can get back on track.

  • For Customer Experience Professionals

    REPORT: CX Quality Can Affect Stock Performance

    A Stock Portfolio Of CX Leaders Beat A Portfolio Of CX Laggards

    February 22, 2018Dylan Czarnecki, Rick Parrish

    Forrester has proven that customer experience (CX) leaders grow revenue faster than CX laggards, drive higher brand preference, and can charge more for their products. But does good CX also correlate with superior stock price performance? In this report, Forrester looks at the relationship between CX quality and company stock performance and makes recommendations on how CX professionals should use these findings.

  • 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.

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