Angelina Gennis

We’re mere days into 2024, and leaders across sectors and industries are bracing for challenges and tough choices in the months to come. Leaders who know how to use the power of culture will feel the buoyancy of sustained employee trust and happiness. While you were (hopefully) getting some R&R during the last week of […]

New AI tools offer managers in government ways to safely encourage experimentation in daily work tasks, benefitting overall cultural energy.

Governments have a wealth of employee data they aren't putting to use. It's time to start driving more actionable insights.

Discover the critical elements of a CX function that wins executive buy-in and is able to successfully get funding and scale up.

Tired of hearing the phrase “Culture eats strategy for breakfast”? As more CEOs put customer obsession at the heart of their corporate strategy, the mantra bears repeating — because customer-obsessed companies put in the culture work to educate and encourage the workforce on everyone’s role in the customer-obsession strategy. Otherwise, the strategy stalls out or even negatively impacts the culture. If that sounds daunting, know […]

Use best-in-class examples to prioritize your retail mobile app development.

Culture work is the customer experience (CX) competency that amplifies all the other CX competencies — from design to measurement — and I’ve just completed a thorough refresh of Forrester’s core research on culture work: a trilogy of reports that’s part of our CX transformation playbook. Over the past couple of years leading this research, […]

The Biden administration should work with Congress to create a permanent federal chief customer officer (CCO) role to oversee policy, spending, and interagency coordination for all federal customer experience (CX) efforts. Folks at the White House’s Office of Management and Budget (OMB) and some US federal agencies have been working hard to improve the quality […]

Anastasia Zdoroviak is senior manager of customer experience (CX) at food delivery technology company DoorDash. We spoke about how the CX team identifies and designs for different user types to orchestrate a seamless customer experience.

New customer journeys are emerging as digital adoption accelerates during COVID-19. These are journeys you’ll want to map, because a journey map is often the first opportunity to view the end-to-end customer experience and understand the wants, needs, and pain points of your customers as they navigate that journey.

There are no specifications for the perfect CX team. Yet our survey reveals a few notable trends.

Learn how using CX champions can help your program.

In academia, we called it “publish or perish.” In marketing, we called it #StayRelevant. And in business, it’s the “burning platform.” It’s the idea that people’s behavior is changing and competitors are taking the leap while you stay “safe” on a crumbling cliff. Sounds dire, but that’s the picture you need to paint as a […]

Journey mapping has become an ubiquitous tool for CX. As a concept for initially understanding your customer experience, it can seem approachable enough, but for improving CX, the practice is dynamic and ever-evolving. Forrester experts in journey mapping have written over 50 reports, and counting, to help CX pros at any stage determine a path […]

External market factors can make business success seem out of your control. But HP Inc. found that even in a difficult market, a well-established business can uncover opportunities for cost-saving efficiencies that also contribute to delighting the customer. Their approach was to create: Alignment on definitions of the customer and the customer’s experience. Governance that […]

Unprecedented Growth Chief customer officers and chief experience officers were once a small community of visionaries and practitioners pioneering customer experience (CX) across industries. But we’ve seen more than 1,000% growth in the CX executive role in just five years, and in that time, many have turned that new frontier into an established practice and […]

Employee personas help in the experience design process for everything from hiring, onboarding, and training to productivity.