Max Ball

Principal Analyst

Max is on Forrester’s digital customer and collaboration team serving customer service and technology leaders focused on transforming customer service engagement. He brings over 30 years of industry experience in product management and product marketing in the areas of omnichannel contact center platforms, speech recognition and interactive voice response (IVR), mobile, social, chat, and WebRTC. Max’s research focuses on the full breadth of contact center solutions ranging from self- and assisted-service applications to AI-driven digital customer experiences.

Research Coverage

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.

Download Planned Research
June 20th, 2022 1:00 PM - 1:40 PM Webinar

Mitigating Bias On The Customer Service Front Lines

Customer service agents and frontline workers embody a brand and its values to customers. However, there’s an inherent risk, given the growing complexity of service interactions and the supporting technology, that bias creeps into frontline interactions and negatively impacts both customers and brands. We examine how bias is introduced into interactions with customers and outline five steps brands can take to mitigate this risk. Key takeaways: What does bias in customer service entail? Where do brands face the greatest risk for bias in customer service? What steps can brands take to mitigate bias on the front lines? Target audience level: beginner and intermediate