Rick Parrish

VP, Principal Analyst

Rick serves customer-obsessed leaders in the private sector and government. He leads Forrester’s research on customer experience (CX) management maturity, values-based CX, and government CX. He also coordinates all of Forrester’s research on customer obsession. Rick’s work helps organizations in all sectors achieve customer-obsessed transformations and create innovative customer experiences — even when institutions face unique challenges, like they do in government and highly regulated industries. Rick has been with Forrester for more than seven years and is based near Washington, DC.

Operating A Customer-Obsessed Enterprise
May 26th, 2021 8 min read

This report shows how you can start transforming your operations to boost customer obsession by assessing how well each operational lever contributes to your strategy for customer obsession and prioritizing changes that offer high-value quick wins.

The State Of CX Management Maturity, 2020
March 16th, 2021 11 min read

A track record of providing high-quality customer experience (CX) is no guarantee of future CX success — especially in the wake of the COVID-19 pandemic, which turned traditional customer behavior on its head. Organizations that want to provide great expe

Gauge Your CX Management Maturity
March 1st, 2021 9 min read

Customer experience (CX) transformations require a methodical approach that ensures thousands of people can work together to consistently produce the right experiences across scores of channels. But most organizations manage CX haphazardly — which dooms t

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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.