customer centricity

To succeed, firms must make customers the focal point of their strategy and operations. Read insights on how to foster customer centricity at your business.

Discover how Forrester supports customer experience leaders.

Insights

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Learn From Amazon’s Approach To Innovation

Dan Bieler 2 days ago
Investigate the concepts that guide Amazon’s approach to innovation. There will be elements of great relevance for your organization. You can learn from and embrace these elements to fundamentally rethink your own approach to innovation.
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Blog

Nail Your Digital Experience: Get Your Mobile Strategy In Line

Julie Ask July 7, 2021
Is Mobile Still A Thing? Where Is Mobile Headed In 2021 And Beyond? Mobile is everywhere. We use it to send texts to friends, send emails to colleagues, tune in to watch our favorite sports teams, and much more. Yet many brands are still wondering, “What is the future of mobile?” Backed by Forrester’s extensive […]
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How To Scale Digital Accessibility And Expand CX’s Influence

Discover how to turn a business must-have into a CX leadership opportunity.

Blog

Be Early, Be Empathetic: How To Show Your Customers The Value Of Participating In A Forrester TEI

Sam Sexton June 16, 2021
Since most TEIs involve multiple anonymous interviews, access to a TEI case study presents a rare chance for your customers: They can read about how other organizations — possibly even their competitors — dealt with the same problems they have and how they made use of your solution.
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Blog

Make Customer Value Technology’s North Star

Frederic Giron May 24, 2021
Learn the three hallmarks of the most customer-obsessed technology executives.
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Blog

It’s Time To Get Serious About CX Data And Technology

James McCormick May 17, 2021
CX pros can realize the full benefits of customer data by building a comprehensive CX technology portfolio that weaves in partner tech. Learn more.
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Blog

Prioritise Your Customers’ Mental Well-Being To Spur Pandemic Recovery

Michelle Beeson May 10, 2021
It’s impossible not to see how consumers have felt the pressure of the 2020 pandemic. People have faced job losses, extended furlough, or enforced remote work while also managing homeschooling and the social (and psychological) impact of lockdown. Then there were those on the front lines: key workers struggling to do their jobs while COVID-19 […]
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Blog

Future Fit Technology Strategy — Learning From Amazon

Phil Brunkard April 14, 2021
The Future Fit Challenge Applies Today, Not Just Tomorrow CIOs and technology leaders have a core objective to develop and improve the technology foundations and innovation their firms need to win, serve, and retain customers. They must also enable their employees with the capabilities to achieve this customer obsession in an efficient and effective way. […]
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Power Up Customers’ Digital Experiences.

Plan and execute a design system that improves business outcomes. Get the step-by-step plan in this complimentary guide.

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Four Steps To Overcome The Audience-centric Transformation Paradox

Paul Ferron April 8, 2021
Even with the best intentions and C-level support, it is difficult to transform a B2B organization from having a product-centric to an audience-centric go-to-market strategy.
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Blog

Bosch’s Cultural Transformation Offers Lessons For Other Businesses

Dan Bieler March 8, 2021
Discover how Bosch is carefully weighing issues such as the speed of its cultural change and the impact on its brand image as an innovator against the value of its existing culture. And learn how to avoid obstacles, such as when old product development models are colliding with innovation.
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Blog

A Lens On Europe: COVID-19 Makes Empathetic B2B Content Essential

Andia Tonner March 8, 2021
Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]
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Blog

A Consumer “Tech-celeration” Is Advancing Behaviors But Straining Emotions

Anjali Lai February 2, 2021
The crises of 2020 turbocharged consumers’ technology adoption and usage. Yet in 2021, consumers are struggling to make sense of their need for technology and their hesitation to rely on it.
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Webinar

Predictions 2021 For CX Leaders

Discover the critical trends that will matter to CX leaders in 2021.
Watch Now

APAC Financial Services Webcast Series 2021

Ready to lead a customer-centric transformation in a post-pandemic world? Learn how to fuel success from 27 July – 5 Aug.

Blog

Five Actions Every Portfolio Marketer Should Take To Drive Business Value In 2021

Katie Fabiszak January 21, 2021
As organizations prepare for 2021 and beyond, they need to focus on what matters most, which includes examining market trends and understanding buyer needs. Here are the five key actions portfolio marketers must take.
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Blog

Airport Data Validates Need For Real-Time Customer Obsession

Steven Peltzman December 11, 2020
Airports and travel companies need to know that the desire to travel may never return to 100%; capturing the market that remains will depend on going above and beyond to provide health safety comfort. Learn how real-time feedback can help.
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Blog

The Future Of Consumer Buying Will Drive The Reinvention Of Your Business

Joe Stanhope September 17, 2020
The relationship between consumers and businesses is undergoing a multifaceted transformation based on four factors: the economic impact of marketplaces, next generation product experiences, consumers’ perception of brand values, and brands’ adoptions of business models. Any firm that sells to consumers must understand how these factors will influence their customers as well as their own business, and they need to start planning now to harness these trends to maximize the value of customer relationships. 
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Blog

Three Consumer Changes Will Define The Future Of How We Buy

Anjali Lai September 15, 2020
The pace of consumer behavior change has clicked into another gear this year as a result of the COVID-19 pandemic. Learn how three of these trends will transform buying for the foreseeable future.
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Blog

Pandemic Got Your Marketing Plans Down? Pivot To People-Led Planning

Stephanie Liu September 14, 2020
COVID-19 has disrupted school, summer vacations, birthdays, weddings — you name it. It has been equally unforgiving to marketers, whose carefully crafted marketing plans became irrelevant amid store closures, erratic shopping trends, and supply shortages. If there’s one upside to the pandemic, it’s pushing marketers to reevaluate their marketing planning processes. Even the most thorough, […]
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Nine Industries Improved Their CX Significantly In 2020

How did your industry fare? Check out the results from Forrester's US Customer Experience Index.

Blog

Moments Map: Resolve The Paradox Of Choice To Optimize Your Digital Experience Portfolio

Julie Ask September 3, 2020
At surface level, brands have a plethora of avenues to connect to their consumers. But alas, it’s the paradox of choice: How do brands prioritize their technology investments to maximize consumer reach? Introducing Forrester's 2020 Moments Map.
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Blog

Differentiate With Customer Service For Marketing Success In The New Normal

Vasupradha Srinivasan August 19, 2020
Customer service today breaks the barriers of pre- and post-sale engagements. Thanks to digital adoption and omnichannel engagement strategies, customer service activities span the entire customer lifecycle. Customers make no differentiation on whether they are seeking support before or after a purchase journey and expect a consistent experience with every interaction. Consequently, customer service has also established itself as an active channel capable of creating incremental revenue streams for every business.
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Research Collection

Use Customer Understanding To Guide Your Pandemic Marketing Strategy

Emily Collins August 18, 2020
The COVID-19 pandemic adds even more consumer considerations to marketers’ already full plates. Stay-at-home orders, unemployment, and anxiety about the virus have altered shopping behavior, technology adoption, and expectations. But despite this uncertainty, now is not the time to pull back on marketing: In fact, businesses need to keep investing in marketing to move through […]
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