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.
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Insights
Podcast
Predictions 2026: Breaking Down Three Of Our Boldest Predictions
It’s Predictions season here at Forrester. We recently published our 2026 predictions across a variety of business functions, industries, and geographies. In this episode, we take a detailed look at three of our boldest calls for the coming year.
Blog
Create Emotionally Positive Digital Experiences For Differentiation And Growth
To drive loyalty and differentiate in a world where customers increasingly connect via digital channels, you must create digital experiences that are not only easy and effective but also emotionally resonant. Learn why emotionally resonant experiences matter now and what makes a digital experience emotionally resonant.
Plan Smarter, Attend Together
Join CX Summit EMEA 2026 with our 2-for-1 offer. Bring a teammate, maximize your budget, and get the insights you need to shape customer strategy and drive impact in 2026.
Blog
It’s Time To Put AI To Work In Postsale Engagement
Postsale teams responsible for customer retention, growth, and advocacy gain from adopting AI to automate tasks and support interactions. They should start preparing now for the inevitable changes AI represents for postsale engagement. Our recently published research outlines common starting points and more advanced ways to put AI to work. Here is some of what […]
Blog
Site Search’s Seasonal Shift: The Toolkit To Adapt To Customer Holiday Behaviors And Needs
What shoppers need from their favorite retailers changes during the holiday season. Learn how to optimize your site search accordingly.
Blog
Designing Digital Products And Experiences That Delight: A Blueprint For Speed, Quality, And Customer Impact
Successful digital products and experiences evolve rapidly to meet shifting customer expectations and leverage emerging technologies — delivering outcomes that customers value. This report outlines how organizations can design and deliver superior digital experiences by adopting a structured design framework and embracing modern development practices.
Blog
Finacle Conclave 2025 Insights: An Evolving Legacy Shaping The Future Of Banking
Over two immersive days, this year's event underscored both the urgency and the opportunity for banks to evolve boldly in the face of rapid disruption.
Blog
Predictions 2026: The Year AI Tests The Heart Of Healthcare
In 2025, the healthcare industry experienced significant shake-ups, including the fracturing of vaccine policy and rapid innovations in digital health, all against a backdrop of eroding trust and customer experience. In 2026, we see persistent headwinds in the form of volatile policy changes, deteriorating access to care, and unchecked AI risks. Find out more in our 2026 healthcare predictions.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
Blog
Why You Can’t Deliver Value: The Customer Is “Neo,” Not You
You can’t “deliver” value to customers. Customers cocreate value within their value network. Learn how to separate the myths from the truths when it comes to value creation.
Blog
Predictions 2026: How Financial Services Can Thrive Amid AI Disruption
For financial institutions, lingering trust concerns, regulatory constraints, and the relentless pace of innovation loom large. The question isn’t whether to adapt — it’s how fast and how boldly they can pivot to thrive in a zero-click, machine-driven future.
Blog
Health Insurers: Messaging Around Profit Status Isn’t Money Well Spent
Health insurers are increasingly leaning into their not-for-profit status as a brand differentiator — hoping it signals trust, community focus, and mission-driven care. But does it resonate with consumers in ways that lead to better business outcomes? Find out in this analysis.
Blog
Predictions 2026: The Race To Trust And Value
Volatility and innovation will continue as leaders yearn for clarity and race to differentiate on trust and genuine value. Find out what’s in store for the year ahead.
Blog
Predictions 2026: CX Teams Look To Escape The Orbit Of Dysfunction
Many CX teams are drifting dangerously close to the event horizon of metric obsession — a gravitational pull toward dashboards and KPIs that threatens to consume purpose and impact. 2026 will mark a critical decision point.
Blog
Prévisions 2026: les directeurs marketing se préparent sans battre en retraite
L’IA représentera en 2026 un véritable casse-tête pour les directions marketing selon Forrester : son potentiel d’innovation marketing augmentera, mais les préoccupations en matière de confidentialité, les obstacles à la mise en œuvre et la fragmentation du « stack MarTech » ralentira son adoption.
Blog
AI’s Impact On B2B Customer Service: What I’ve Found So Far
For a category with such long-established commercial software applications, you would expect the status quo to reign. The opposite is the case.
Blog
Most Financial Services Firms In Singapore Struggle To Align Their Brand Promise To CX
The results from Forrester’s 2025 study on total experience — covering major banks, investment firms, and health insurers — are in. But before we dive into the highlights, let’s set some context.
Blog
The Future Of GenAI For Visual Content
Learn how visual AI technologies will enable businesses to engage responsively with customers and consumers in the next two to five years.
Blog
Trust, Transparency, And Tech: A Trifecta To Reimagine Healthcare CX
Today’s healthcare consumers are more connected, informed, and empowered than ever — and they expect their healthcare experiences to keep pace. They demand experiences that are assistive, anticipatory, and agentic. They want to control their health journeys by owning their data, making informed decisions, and engaging in interactions that feel like conversations, not like transactions. […]
APAC B2C & CX Leaders: Unlock 2026 Predictions For AI, Trust, And More
AI hype is fading. Consumer trust is shifting. Join us live on January 22 as Forrester analysts reveal 2026 predictions for APAC—and why trust and transparency will be key to winning loyalty.
Blog
Are You Running Consumer Personalization Programs? We’d Like To Hear From You!
Consumers are increasingly skeptical of personalized interactions, yet marketers see them as vital to success. Our latest research explores how B2C organizations are designing personalization programs that balance customer needs with internal strategy, data, and technology. If you’re involved in personalization efforts, we invite you to share your insights.
Blog
Predictions 2026: Europe’s Push For Simplification And Sovereignty Won’t Dislodge US Tech Dominance
Despite a desire to reduce dependencies on non-European firms, a break from the tech giants will be impractical in the near term. Learn what else we foresee for Europe in the year ahead.
Blog
Qualtrics’ Planned Acquisition Of Press Ganey Forsta Shakes Up Multiple Markets
Qualtrics’ acquisition of PG Forsta will reshape healthcare technology. Qualtrics will also gain CFM vendor InMoment as part of the deal.
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