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Rick   Parrish

Rick Parrish

VP, Principal Analyst Serving Customer Experience Professionals

Based near Washington, D.C., Rick serves customer experience professionals in the government and private sector. Rick leads Forrester’s research on CX management maturity, values-based CX, 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 five years.

Previous Work Experience

Rick has more than 17 years of experience in analysis. He was previously an analyst at the Central Intelligence Agency (CIA), 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 PhD in political science from the University of Wisconsin-Madison, where he focused on international relations and political theory.

Rick Parrish

VP, Principal Analyst Serving Customer Experience Professionals

Based near Washington, D.C., Rick serves customer experience professionals in the government and private sector. Rick leads Forrester’s research on CX management maturity, values-based CX, 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 five years.

Previous Work Experience

Rick has more than 17 years of experience in analysis. He was previously an analyst at the Central Intelligence Agency (CIA), 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 PhD 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 CMO Professionals

    REPORT: Research Overview: Corporate Values, Q2 2020

    June 2, 2020 Emily Collins, Sarah Dawson, Nick Monroe, Rick Parrish, Anjali Lai, Jim Nail

    Values-based consumers and employees are a dominant force in today's market. Companies that acknowledge those values and authentically embrace their own corporate values will grow faster and drive better business results. But there's no one-size-fits-all approach; to help CMOs forge their own path forward, this report ties together Forrester's current body of corporate values research.

  • For Customer Experience Professionals

    REPORT: A Framework For Helping Customers In Crisis

    How 26 Firms In Asia Pacific Created New Standard Operating Practices For Business As Unusual

    June 1, 2020 Amit Bhatia, Judy Weader, Rick Parrish

    Crisis reveals character. Right now, businesses are showing their character as they respond to unprecedented change in near real time. As governments order whole sectors to shut down, customer experience (CX) professionals and their firms must change how they operate in order to win, serve, and retain customers facing uncertain cash flows and limited freedom of movement. Read this report to see examples of how 26 B2C and B2B firms in Asia Pacific are changing their policies and strategies to support customers in tumultuous times.

  • For CMO Professionals

    REPORT: The 2020 COVID-19 Crisis Will Stun US Marketing

    CMOs: Apply An Adaptive Approach To Manage The Downturn

    May 6, 2020 Shar VanBoskirk, Tina Moffett, Rick Parrish, Brandon Verblow

    The next two years will be difficult, no matter how quickly the COVID-19 crisis ends. In our most optimistic scenario, Forrester projects a 28% drop in US marketing spend — including media, services, technology, and internal headcount — by the end of 2021. Offline media, agency services, and staff payroll will suffer most. But today's dire situation will also force the pivot to more adaptive planning and operations that many CMOs had delayed during better days. Read this report to understand the expected marketing budget cuts and how to remain agile as the situation unfolds.

  • For Customer Experience Professionals

    REPORT: How 29 Companies Adjusted Policies To Help Customers During The COVID-19 Outbreak

    Creating New Standard Operating Practices For Business As Unusual

    April 21, 2020 Judy Weader, Rick Parrish

    Crisis reveals character. Right now, businesses are showing their character as they respond to unprecedented change in near real time. As governments order whole sectors to shut down, customer experience (CX) professionals and their firms must change how they operate in order to win, serve, and retain customers facing uncertain cash flows and limited freedom of movement. Read this report to see examples of how 29 B2C and B2B firms are changing their policies and strategies to support their customers during tumultuous times.

  • For Customer Experience Professionals

    REPORT: The State Of CX Management Maturity, 2019

    The Benchmark Report In The CX Transformation Playbook

    April 17, 2020Rick Parrish

    Even a track record of providing high-quality customer experience (CX) is no guarantee of future CX success. Organizations that want to provide great customer experience reliably for years to come must master CX management. Mature CX management means performing key activities across six essential competencies with discipline. How many firms did this in 2019? To answer that question, we surveyed 122 CX pros about their organizations' CX management maturity. This report analyzes the results and highlights the obstacles and opportunities.

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