Skip to main content
Photo of Su Doyle

Su Doyle

CX Exec Partner & Sr Analyst

Find Su on:

Su serves customer experience (CX) professionals. Her coverage areas include building a business case for CX, CX-marketing synergies, and CX for customer acquisition and aftermarket operations. Su also serves as a Forrester Executive Partner, working shoulder-to-shoulder with senior-level CX executives to advance customer-obsessed transformation initiatives and drive tangible outcomes.

Previous Work Experience

Su has led product strategy, operations, service design, customer support, go-to-customer strategy, and market development for early-stage startups and global organizations. Prior to joining the research team, Su served as principal advisor on the Forrester CX and marketing councils, providing strategic counsel to over 50 go-to-customer executives in financial services, manufacturing, retail, technology, and professional services.

Before joining Forrester, Su served as an M&A integration consultant, leading market development and industry solutions for Checkpoint Systems and their OATSystems division. Her efforts shifted the company's product mix from loss prevention and inventory solutions for retail stores to IoT-based omnichannel fulfillment and asset tracking solutions for manufacturing and retail supply chains, including the Airbus A350 Supplier program for Aerospace Component Manufacturers. Earlier in her career, Su served on the founding teams of digital media pioneers Lycos, Engage Technologies, and AdSmart, as well as customer feedback management provider Vovici and operational risk management vendor Providus.

Education

Su holds a Bachelor of Science in business and marketing from the State University of New York.

Su serves customer experience (CX) professionals. Her coverage areas include building a business case for CX, CX-marketing synergies, and CX for customer acquisition and aftermarket operations. Su also serves as a Forrester Executive Partner, working shoulder-to-shoulder with senior-level CX executives to advance customer-obsessed transformation initiatives and drive tangible outcomes.

Previous Work Experience

Su has led product strategy, operations, service design, customer support, go-to-customer strategy, and market development for early-stage startups and global organizations. Prior to joining the research team, Su served as principal advisor on the Forrester CX and marketing councils, providing strategic counsel to over 50 go-to-customer executives in financial services, manufacturing, retail, technology, and professional services.

Before joining Forrester, Su served as an M&A integration consultant, leading market development and industry solutions for Checkpoint Systems and their OATSystems division. Her efforts shifted the company's product mix from loss prevention and inventory solutions for retail stores to IoT-based omnichannel fulfillment and asset tracking solutions for manufacturing and retail supply chains, including the Airbus A350 Supplier program for Aerospace Component Manufacturers. Earlier in her career, Su served on the founding teams of digital media pioneers Lycos, Engage Technologies, and AdSmart, as well as customer feedback management provider Vovici and operational risk management vendor Providus.

Education

Su holds a Bachelor of Science in business and marketing from the State University of New York.

Su Doyle's Most Recent Research

Research

Leverage Five Collaboration Strategies To Power CX Transformation

Build Organizational Alignment, Not Empires
June 24th, 2021 | Su Doyle , Angelina Gennis

Successful customer experience (CX) teams are collaborators, not conquerors. We identified five distinctive strategies that power sustainable CX transformation...

10 min read
Research

Video: How To Find Your Value-For-Customer Sweet Spot

Use This Exercise To Find The Differentiating Blend Of Value Dimensions That Matches Your Target Customers' Needs

Even if you think about "value for customer" the right way, you must still find the sweet spot in which you uniquely help your most important target customers...

2 min read