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Rick Parrish

VP, Principal Analyst

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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.

Previous Work Experience

Rick has more than 20 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. 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 has a PhD in political science from the University of Wisconsin-Madison.

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.

Previous Work Experience

Rick has more than 20 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. 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 has a PhD in political science from the University of Wisconsin-Madison.

Rick Parrish's Most Recent Research

Research

CX Leaders: Take A Systematic Approach To Ensure Success

Focus On Six Priorities To Boost Customer Loyalty, Business Results, And Investment In CX
May 11th, 2021 | Rick Parrish

Customer experience (CX) leaders must organize stakeholders companywide to create a consistent, high-quality CX that aligns with the firm's expression...

5 min read
Research

The State Of CX Management Maturity, 2020

The Benchmark Report In The CX Transformation Playbook
March 16th, 2021 | Rick Parrish

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...

12 min read
Research

Gauge Your CX Management Maturity

The Assessment Report In The CX Transformation Playbook
March 1st, 2021 | Rick Parrish

Customer experience (CX) transformations require a methodical approach that ensures thousands of people can work together to consistently produce the right...

10 min read
Research

Improving CX Through Business Discipline Drives Growth

The Vision Report In The CX Transformation Playbook
January 25th, 2021 | Harley Manning , Rick Parrish

As power shifts from businesses to customers, more firms respond by transforming their customer experience (CX) in an effort to retain or gain market share...

13 min read
Research

Five Ways To Ensure Deep Collaboration Between Marketing And Customer Experience

Employ Them All To Ensure Consistently On-Brand Interactions That Drive Customer Loyalty
December 14th, 2020 | Rick Parrish

Marketers and CX professionals are out of touch with today's business realities. While companies pursue business models that scramble traditional customer...

17 min read

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June 7th, 2021 - June 9th, 2021
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