Rick   Parrish

Rick Parrish

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 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 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 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: The Canada Customer Experience Index, 2018

    How Brands Build Loyalty With The Quality Of Their Experience

    March 4, 2019Rick 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 184 brands across 17 industries in the Canada Customer Experience Index (CX Index™). 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.

  • For Customer Experience Professionals

    REPORT: Forrester's Top Customer Experience Research Findings Of 2018

    February 22, 2019Rick Parrish

    Forrester's customer experience (CX) research team published more than 100 reports in 2018. In this review, we pull our most important CX findings — across a range of topics — out of those reports and highlight them in one place. We also provide links to the original reports for CX professionals who want to dive more deeply into topics of interest.

  • For Customer Experience Professionals

    REPORT: The State Of CX Management Maturity, 2018

    The Benchmark Report In The CX Transformation Playbook

    December 31, 2018Rick Parrish

    Organizations that want to provide great customer experience (CX) reliably must master CX management because even a track record of high-quality CX is no guarantee it will continue. Mature CX management means performing key activities across the six essential competencies of CX management with discipline. How many firms do this in 2018? To answer that question, we surveyed 381 selected professionals about their organizations' CX management maturity. This report analyzes the results and highlights the obstacles and opportunities.

  • For Customer Experience Professionals

    REPORT: The Australia Customer Experience Index, 2018

    How Brands Build Loyalty With The Quality Of Their Experience

    December 26, 2018 Riccardo Pasto, Rick Parrish

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 36 brands across six industries in the Australia Customer Experience Index (CX Index). We also unveil surprising data about the effect that CX has on customer loyalty and the factors that drive CX quality. Customer experience professionals can use this report to inform their ongoing improvement efforts.

  • For Customer Experience Professionals

    REPORT: Predictions 2019: Customer Experience

    Customer Experience Comes Under Fire

    November 5, 2018 Harley Manning, Gina Bhawalkar, Ryan Hart, TJ Keitt, Rick Parrish, Maxie Schmidt-Subramanian, Adele Sage, Judy Weader

    Customers expect their experiences to keep getting better. Trouble is, they haven't — or at least not enough to keep up with those rising expectations. This has been going on for the last three years and will begin to boil over in 2019, leading to a series of systemic shocks for CX transformation efforts and turmoil for CX professionals. What happens next? A group of Forrester's top experts on customer experience came together to answer that question. Here are their five most impactful, surprising predictions that are likely to come true in the coming year.

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