Shar VanBoskirk

VP, Principal Analyst

Author Insights


Announcing The Finalists For The Inaugural Customer Obsession Awards In North America

Rick Parrish 6 days ago
Meet the finalists for Forrester’s inaugural North American Customer-Obsessed Enterprise Award and Customer-Obsessed Leadership Award.

Do You Believe Customer Obsession Is Worth It In A Difficult Economy?

Shar VanBoskirk February 17, 2023
Backing off from customer obsession in tough times won't save your organization, but it could sink it. Learn why.

A Customer-Obsessed Analyst Joins The Customer Experience Team

Shar VanBoskirk December 7, 2022
I’m pleased to share that on November 1, 2022, I joined Forrester’s customer experience (CX) team reporting to Rick Parrish. This group is core to creating Forrester’s customer experience service and the CX Leader Success Cycle, which guides how CX leaders improve performance and justify greater investment in customer experience. Now, this doesn’t mean that […]

Understand Apple’s Mail Privacy Protection Ahead Of The Holiday Season

Shar VanBoskirk November 7, 2022
Learn highlights about Apple's Mail Privacy Protection ahead of the holiday season to expertly craft your email marketing strategy.

The Ukraine War Galvanizes Consumers Into Demanding Action

Dipanjan Chatterjee May 23, 2022
We are about three months into a conflict that has shaken the world. Many, such as the people of France and the UK, are on edge as the specter of war returns to haunt the European continent. For others, like those in the United States, virtual proximity has brought a war being fought far away […]

Predictions 2022: CMOs Emerge As Emboldened Business Leaders

Mike Proulx October 26, 2021


Play The Long Game With Email Marketing This Holiday Season

Shar VanBoskirk October 14, 2021
The stakes around your email program are higher. Think and plan long term to do right with email marketing this holiday season.

How And Why To Bother With Customer Obsession

Shar VanBoskirk August 3, 2021
Companies buy in to the theory of customer obsession. Does anyone out there think that putting the customer at the center of your leadership, strategy, and operations is a bad idea?? See, I didn’t think so. And yet, just 8% of enterprises are actually customer-obsessed. When my colleague Rick Parrish and I developed a new […]

Make The Current Times The Best Of Times — Attend CX APAC

Shar VanBoskirk April 23, 2021
No doubt about it, the circumstances of the last year have brought about extreme and unexpected difficulties. But I expect, for many of us, they have also introduced some serendipitous delights that might have gone completely undiscovered if not for such an abrupt shift in all of our “normal” habits. Many businesses, too — in […]

Marketing For A Healthy Holiday Season

Shar VanBoskirk November 24, 2020
Consumer marketing leaders have a tall order every holiday season: to drive 30% of their firm’s annual sales. This year, their task also includes making up for sales lost due to COVID-19 shutdowns and shut-ins, while limiting in-person crowds. I, along with my colleagues Jay Pattisall, Julie Ask, Jim Nail, Tina Moffett, Sucharita Mulpuru, and […]

Predictions 2021: Strong CMOs Will Own Their Companies’ Regrowth

Shar VanBoskirk October 15, 2020


Determine Your Pandemic Mode To Plot Your Path To Recovery

Shar VanBoskirk October 14, 2020
The best actions you can take right now as a business leader for your company depend on the mode your firm is in during the current recession.  The new report, “Assess Your Recovery Potential,” that I just completed with my colleague Jay Pattisall introduces Forrester’s Pandemic Assessment, which will determine your company’s mode and then […]

CMOs: Shift To People-Led Planning

Shar VanBoskirk September 14, 2020
CMOs, you won't make it through the harsh economic conditions coming if you can't adjust your planning approach to respond to changing customer needs and operational availability.

Forrester Can Help You Craft Your Customer Obsession Strategy

Shar VanBoskirk August 4, 2020
In my research, I found that customer obsession was the good idea that everyone agreed with, but no one knows how to do. Let's change that. Read our new, complimentary eBook to get an actionable framework for a customer obsession strategy.

How The COVID-19 Crisis Will Impact Marketing Spend Between Now And 2022

Shar VanBoskirk May 8, 2020
The COVID-19 crisis has upended CMO priorities and budgets. Wondering what to plan for now? Read our forecast.

Ritz-Carlton Vs. Mercedes: My Lessons From Testing Customer Experience Experts

Shar VanBoskirk January 28, 2020
I read two Joseph A. Michelli books for my research last year: Driven To Delight: Delivering World-Class Customer Experience the Mercedes-Benz Way and The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company. I wanted to read these well-known books on customer service and customer experience […]

Make Your Email Marketing Sing This Holiday Season

Shar VanBoskirk October 21, 2019
Email is still among the most cost-effective tools that marketers have. Learn how to maximize its impact as the holidays approach.

Prioritize Customer Value, Not Just Customer Experience

Shar VanBoskirk July 18, 2019
Eighty percent of marketing decision makers say that improving their customers’ experience is their top priority (it falls second place to “grow revenue” in popularity — 87% of marketing leaders call that their top imperative), yet our research shows that customer experiences (CX) aren’t getting better — even though there seems to be increased emphasis (and […]

Does Yesmail’s Sunset Mark The End Or The Beginning Of The Email Era?

Shar VanBoskirk July 2, 2019
In mid-May, Yes Marketing, the email service provider division of marketing service provider Infogroup, announced its exit from the email technology business. It will support its proprietary Yesmail platform for the next 36 months while actively migrating current clients onto Adobe Campaign. This feels like the end of an era to me! Yesmail was one […]

Digital Media Spend Continues To Outreach Martech Budgets

Shar VanBoskirk February 26, 2019
Every 18–24 months, I work with our dedicated forecast team to evaluate and size spend on digital marketing in the United States. In our most recent effort, “The US Digital Marketing Forecast, 2018 To 2023,” my forecast analyst colleague, Brandon Verblow, and I found that spend on search marketing, banner and outstream video, instream video, […]
More posts