David Truog

Most companies know they need to innovate in their products, services, and customer experience (CX) but struggle to do it well. To find out what they’re doing to overcome that challenge, we surveyed organizations about their business priorities — including specifically whether improving their ability to innovate is a priority. Read our findings.

In 2021, the pandemic will affect customer experiences and the CX profession even more than it has in 2020, especially in terms of trust, safety, and inclusion. Get a preview of our customer experience predictions for 2021.

The shift toward consumers expecting and rewarding experimentation is motivating companies to focus on product as their engine of growth.

L'évolution des attentes des consommateurs fait entrer les marques B2C dans une nouvelle ère. Découvrez les quatre forces qui vont définir l'avenir des achats B2C.

The way people buy products and services has been evolving rapidly, and the fast and furious pace is only accelerating — sinking some companies while creating immense opportunity for others, new and old. Discover the four forces that will define the next era of consumer buying.

With customers worldwide coping with the pandemic, companies need to recalibrate customer experience (CX) efforts, and with most people cooped up at home, it’s suddenly more important than ever to get digital experiences right.

Read the three essentials of customer experience that every organization should prioritize during the ongoing COVID-19 pandemic.

« Les français sont exigeants » is how I summarized Forrester’s findings about the quality of customer experience in France last week at Paris Tendances 2020 — translation: “The French are demanding.” Why? Because, according to the 9,000 French respondents to our latest Customer Experience Index (CX Index™) survey, the quality of experiences delivered by […]

Many companies operate under the idea that "If you innovate it, they will come." Spoiler alert: They won't. Successful innovation relies on empirical research.

The best CX arises when every employee learns design basics and a pro design team — that's representative of the intended audience — guides the process.

Many firms misperceive design as being about look and feel, but it's mostly about how things work — and its processes are rooted in the scientific method.

Although businesses prioritize design more and more, many undermine their own efforts by falling for six common myths about it.

Does time spent on your smartphone sometimes feel like it’s pulling you away from real life? And is the pull hard to resist? There’s a reason it feels that way.

When you hear “Domino’s” and “supreme” in the same sentence, you could be forgiven for thinking we’re talking about the “Supreme” on its menu — a pizza loaded with pepperoni, bacon, beef, sausage, mushroom, pineapple, and onion. But no, I’m talking about a bad business decision — which any company with a website or app […]

How do customers judge the quality of experiences? Many firms don't know, which can inadvertently worsen their CX performance.

Forrester’s customer experience Forums are in their 10th year — from our first one in 2009 in New York, they’ve grown and spread to San Francisco, London, Singapore, and other cities around the world and have become yearly destinations for CX pros far and wide. CX Europe 2018 is just 12 days from now — Tuesday and Wednesday, […]

You know that people’s experiences with your company, your products, and your services make all the difference in whether they decide to stay with you or switch to a competitor. It’s why you strive to make those experiences seamless and immersive — but that’s a tall order, which is why we’re tackling the problem head on […]

As a CX professional, you’ve surely designed and delivered some experiences you’re proud of, but does your company do it reliably, time and time again? Next month at Forrester’s CX Europe Forum in London, I’ll be joined by 600 CX leaders and innovators to focus on precisely that: How to achieve breakaway CX by transforming […]

Are you thinking hard about what you should be on the lookout for as a marketer in 2013? We think it will be a transformative year. Here’s why. The biggest change we see underway is the amazingly rapid increase in the number of people who access the Internet multiple times a day, from multiple locations, […]