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Ian Jacobs

VP, Research Director

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Ian serves customer experience (CX) professionals. He is a research director in the CX practice at Forrester, leading a team of analysts focused on user experience and user research, as well as design and inclusive design. Ian’s own research looks at the ways AI is transforming customer service technology, processes, and labor models, with an emphasis on customer service process design. Ian is an award-winning columnist, and his research, analysis, and opinions have appeared in major global publications such as the Wall Street Journal, the Financial Times, and Wired.

Previous Work Experience

Ian comes to Forrester with three decades of experience as a marketer, journalist, and analyst in the software market. Before taking over as a research director, he worked at Forrester as an analyst serving customer service professional. Prior to Forrester, he held several senior-level analyst roles in both the customer relationship management (CRM) and CX fields, and he crafted corporate vision and messaging as the customer experience evangelist at Genesys.

Education

Ian earned a bachelor's degree in comparative literature and sociology from Rutgers University and a master's degree in journalism from Stanford University.

Ian serves customer experience (CX) professionals. He is a research director in the CX practice at Forrester, leading a team of analysts focused on user experience and user research, as well as design and inclusive design. Ian’s own research looks at the ways AI is transforming customer service technology, processes, and labor models, with an emphasis on customer service process design. Ian is an award-winning columnist, and his research, analysis, and opinions have appeared in major global publications such as the Wall Street Journal, the Financial Times, and Wired.

Previous Work Experience

Ian comes to Forrester with three decades of experience as a marketer, journalist, and analyst in the software market. Before taking over as a research director, he worked at Forrester as an analyst serving customer service professional. Prior to Forrester, he held several senior-level analyst roles in both the customer relationship management (CRM) and CX fields, and he crafted corporate vision and messaging as the customer experience evangelist at Genesys.

Education

Ian earned a bachelor's degree in comparative literature and sociology from Rutgers University and a master's degree in journalism from Stanford University.

Ian Jacobs's Most Recent Research

Research

Now Tech: Conversation Intelligence, Q2 2021

Forrester's Overview Of 41 Conversation Intelligence Providers
June 3rd, 2021 | Kjell Carlsson PhD , Ian Jacobs

You can use conversation intelligence to deliver customer experience (CX) insights at scale, improve CX behaviors at scale, and accelerate your revenue...

7 min read
Research

The Future Of Chatbots

UX, Use Cases, And Design Will Evolve Over The Next Five Years

Chatbots are seemingly everywhere today, and despite the many poor user experiences, they'll continue to proliferate as companies double down on digital...

7 min read
Research

Vendors Battle For The Heart Of The Contact Center

Landscape: The Contact Centers For Customer Service Playbook
February 19th, 2021 | Art Schoeller , Kate Leggett , Ian Jacobs

The heart of the contact center comprises a set of complex, unintegrated technologies that firms must leverage to deliver quality service. But application...

11 min read
Research

How AI And Automation Drive Better Customer Service Experiences

Follow Six Simple Steps To Avoid Frustrating Customers When Deploying AI And Automation In Customer Service
February 16th, 2021 | Karine Cardona-Smits , Ian Jacobs

AI and automation are in demand for companies exploring ways to reduce their call center costs. But when companies fail to take the right approach, they...

7 min read
Research

Use Popular Third-Party Messaging Platforms For Customer Service

How To Borrow Moments To Serve Your Customers Where They Already Are
January 20th, 2021 | Julie Ask , Ian Jacobs

Customer service organizations are adapting to increasingly social and connected consumers seeking service in their preferred channel. Consumers have embraced...

15 min read