customer experience

Customer experience is a key driver of loyalty, satisfaction, and revenue. Mastering it is a complex and ever-changing proposition. Forrester’s insights aid organizations to succeed with customer experience.

Discover how Forrester supports customer experience leaders.

Insights

Blog

Inside Club Med’s Conversational AI Strategy: An Interview With Siddhartha Chatterjee

Aurelie L'Hostis 5 days ago
Learn how Club Med designed, implemented, and continuously refined its conversational AI strategy—starting with a WhatsApp chatbot in Brazil.
Blog

AIA Wins Forrester’s 2025 Customer-Obsessed Enterprise Award In APAC

Dane Anderson 6 days ago
AIA Group has won Forrester’s 2025 APAC Customer Obsession Award, recognized for putting customers at the heart of its strategy, operations, and leadership. The company stood out among strong contenders across the region.
Webinar

How To Simplify CX Tech Buying Decisions With Function-First Thinking

Learn how Forrester’s Function-First Framework helps CX leaders simplify complex technology decisions, prioritize functionality, avoid wasted investments, and align tech with strategic business goals.
Blog

Capgemini’s $3.3B Bet On WNS: The End Of Traditional BPO As We Know It

Vasupradha Srinivasan July 18, 2025
Capgemini’s recent announcement of its intent to acquire WNS for $3.3 billion represents more than just consolidation in the business process outsourcing (BPO) space. This deal reflects a decisive shift in the industry: The traditional, labor-intensive outsourcing model is giving way to intelligent, AI-powered service delivery. In today’s BPO market, AI is no longer a […]
Blog

Why B2B Customer Service Is Now Part Of My Research Agenda

Laura Ramos July 17, 2025
When B2B survey respondents say that 73% of their revenue originates from current customers, retaining and growing those accounts must be a top priority, one that is well coordinated across all postsale motions, from onboarding to servicing and expanding business on the back of attained goals. Especially in volatile economic markets and geopolitical times, every […]
Blog

Leverage Cocreation To Accelerate Sustainability Innovation

Thomas Husson July 17, 2025
Cocreation is a powerful tool to help CMOs orchestrate multiple internal teams and external partners to drive innovation. Because environmental sustainability demands a systemic approach with multiple stakeholders, CMOs can apply some of the lessons learned to help drive an ambitious cocreation agenda for environmental sustainability. The CMO’s position — at the intersection of business […]
Blog

CX Leaders: Optimize Spending And Boost Impact In Volatile Times

Senem Guler Biyikli July 15, 2025
Budget planning this season may feel like a high-stakes expedition into uncharted territory. Learn how our 2026 Budget Planning Guide can help customer experience leaders deftly navigate this uncertain terrain.

How To Simplify CX Tech Decisions Without Wasting Your Budget

Join us LIVE on September 17 to learn how to cut through CX tech complexity and make smarter, function-first decisions that drive real business impact.

Blog

Budget Boom Or Budget Bust? Be Ready For Both In 2026

Sharyn Leaver July 15, 2025
Though volatility has tempered budget expectations, business and tech leaders should prepare for the unexpected. Forrester’s 2026 Budget Planning Guides can help you make the right strategic moves this budget planning season.
Blog

From Generic To Human-Centered And Empowering: Tomorrow’s CX Starts Today

Riccardo Pasto July 10, 2025
The convergence of emerging technologies is accelerating the transformation of customer experience — reshaping how companies understand and serve customers, streamline operations, and deliver value.
Podcast

Fear In B2B Buying, Future Of Experiences, Cisco Live Recap

What It Means July 10, 2025
In this episode of What It Means, we dig into fear as a motivator in the B2B buying process, the human-centric future of digital experiences, and what CISOs need to know coming out of Cisco Live.
Blog

It’s Time To Talk About The ROI Of CX For Government

Judy Weader July 8, 2025
Over the past year, we’ve collected stories and interviewed government CX leaders and the consultancies that support government agencies because we want to help public-sector leaders connect CX with mission outcomes.
Blog

How Yves Rocher Integrates Sustainability Into Its Business

Thomas Husson July 4, 2025
After studying for a certificate in business sustainability management from the Cambridge Institute for Sustainability Leadership, I pivoted part of my research at Forrester to the intersection of marketing, AI innovation, and environmental sustainability. Back in 2021, I interviewed dozens of leaders about sustainability disruption and how to transform their business. I interviewed Guy Flament, […]
Blog

Navigate The DXP Revolution For Impact With The New Executive Guide For Digital Experience Platforms

Joe Cicman July 2, 2025
We’re seeing some wildly exciting things happening with digital experience platforms (DXPs) that present both opportunities and significant challenges for modern enterprises. They are becoming the backbone of how we connect with customers. To harness these exciting possibilities, technology and business leaders must move beyond just knowing about the trends and instead translate and mold […]
Blog

Parting Lessons From CX Summit North America To Help You Deliver The Total Experience

Rick Parrish June 26, 2025
As another CX Summit North America draws to a close, it’s time to get to work. Use these takeaways to help you create your action plan for transforming the experiences you offer.
Blog

Ask Again Later? No Thanks — The Future Of Customer Success Is Now

Shari Srebnick June 25, 2025
It’s no longer about customer happiness or satisfaction — it’s about anticipating needs, enabling value, and fostering long-term growth. Learn about the smarter, more strategic approaches CS teams should embrace.
Blog

US Banks’ Total Experience: Brand Promises Fall Short, And CX Is Declining

Alyson Clarke June 24, 2025
Banks create value by winning customers and then serving them in ways that deepen the relationship and drive retention. Forrester’s new Total Experience Score rankings for 25 US banks reveal that banks’ brand promises aren’t resonating and that CX has declined. So what’s going wrong, and which banks are getting it right? What Is Forrester’s […]
Blog

US Health Insurers’ Total Experience Fails To Impress

Judy Weader June 24, 2025
Before diving into the highlights of this year’s study, The US Health Insurers Experience Metrics Rankings, 2025, let’s first set some context. Since 2016, Forrester has been tracking the quality of brands’ customer experience (CX), using the Customer Experience Index (CX Index™), which links customers’ perceptions of CX quality to loyalty. This year, we are […]

On-Demand: 2026 CX Budget Planning That Works

Missed the live session? Watch our webinar to learn how CX leaders are investing in smarter tools, sharper tactics, and AI-ready teams for 2026 success.

Blog

Customer Experience Quality In The US Falls To An(other) All-Time Low

Pete Jacques June 24, 2025
While persistent challenges plague CX in North America, EMEA offered some bright spots. Learn about this year’s Customer Experience Index (CX Index™) scores and the lessons they hold for brands.
Blog

Design Digital Experiences That Reflect Where And How Europeans Engage Today And In The Future

Aurelie L'Hostis June 19, 2025
To meet rising customer expectations, organizations must ground their digital experience strategies in a data-driven understanding of their users.
Blog

Modern Loyalty Requires A Diversified Approach To Engagement

John Pedini June 18, 2025
This blog explores how programmatic loyalty is a spectrum that shifts from traditional loyalty strategies to a modern approach that focuses on offering a diversified loyalty engagement strategy.
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