Speaker Biography

Thomas McCann

Senior Analyst

Sessions Featuring This Speaker



  • 11:30 AM - 12:00 PM

    PART TWO: Deep Dives, Featuring:


    Forrester’s Ryan Hart’s talk on Out-Think Customer Expectations With Design Thinking, offers pragmatic advice to kick start this collaborative approach to experience design.


    Forrester's Dane Anderson moderates a dialogue session on Building A Brand In A Digital World featuring case studies on pain points and lessons learned when building your brand. Panelists include Katherine Cole, Hotels.com and Jodie Sangster, ADMA.

  • 01:30 PM - 02:35 PM

    PART THREE: Deep Dive Sessions Featuring:


    Tom McCann moderates a dialogue session on Innovation In CX on how innovation has driven business success, what practices and behaviors firms should adopt to innovate their customer experience. Panelists include Jill Baptist, IAG, Lauraine Worthington, Kimberly-Clark, and Timothy Lee,  SingPost

    In What Makes A Great Customer Experience, Vikram Sehgal explores why some industries are better than others in providing good customer experiences and what we can learn from brands that excel in these industries.


    Forrester’s Xiaofeng Wang explores how Australian marketing professionals can learn from WeChat And Mobile Innovations In China and how to apply in your own organization.

    In Implementing A Customer-Centric Strategy In A B2B Business Model, Lauraine Worthington explores the need for designing meaningful customer experiences, beyond product features and benefits, in a business context – it’s the new black in B2B customer engagement.

  • 03:10 PM - 04:10 PM

    PART FOUR: Mainstage Sessions Featuring:

    Gavin Ashcroft of The Walt Disney Company, sits down with host, Michael Barnes, to talk more about Leading The Brand Experience.

    In Bringing The "E" Word Into The Boardroom, Jill Baptist of IAG looks at best practices and tools used to ensure a more customer-centric approach, anticipating customer emotions, design experiences, and branding strategy.

    In the final presentation of the day, Forrester’s Tom McCann explains how to create a customer experience measurement framework that helps you capture emotions in CX and drive business outcomes.

Research Focus

Tom is a senior analyst serving Customer Experience Professionals. He has over 25 years' experience in the research, analysis, and design of digital and physical world experiences across a broad range of industries and environments within Australia and the US. His research interests include user experience, customer experience maturity, customer research and persona development, the business case for customer experience, and the role of employee engagement in driving and evolving the customer experience.

Previous Work Experience

Before joining Forrester, Tom spent 13 years in various customer experience roles with Staples, researching and defining the customer experience for retail and online B2B and B2C customers. He also established a research team to evaluate the impact of product and packaging design on the customer's purchase experience and overall satisfaction with product usage. Previously, he provided consulting services to Australian businesses and government departments defining their customer and employee experiences across a variety of product and service delivery models, including interaction with online support systems, telephone-based systems, and customer-facing counter and support staff.


Tom holds a master's degree in psychology from the University of Sydney and a bachelor's degree in psychology from the Australian National University.