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
There’s A Consumer AI Trust Gap In Financial Services, But The Solution Is Surprisingly Simple
Today, as a society, we agree on little: Politics. Climate. Health. Whether a hot dog is a sandwich. But one topic is bringing us back together: artificial intelligence! According to Forrester’s Consumer Benchmark Survey, 2026, nearly nine in 10 online adults in the US and the UK have at least heard about AI, but ubiquitous […]
Blog
To Prepare For The Future Of Owned Search, Take Our ADVICE
Forrester’s ADVICE framework guides merchants to optimize content for discoverability in their owned environment — i.e., their sites and apps. Learn what to do.
Blog
Five Questions Ahead Of Accenture’s Earnings Report For Q4 2026
As Accenture prepares to report its fourth-quarter and full-year fiscal 2026 financial results this Thursday, October 1, the tech consultancy has several market factors to lean on, including durable managed services growth, healthy bookings, and AI becoming commercially viable. Another interesting dynamic is that Accenture Song’s strategic importance is growing even as reporting visibility for […]
Blog
Takeaways From The Forrester Wave™: Customer Feedback Management And Analytics Solutions, Q3 2026
The Forrester Wave™: Customer Feedback Management And Analytics Solutions, Q3 2026 finds a market in transition. Just as the “Amazon effect” raised expectations for customer experiences, the “ChatGPT effect” is raising expectations for the software that helps organizations understand them. This is a deliberately selective Forrester Wave: With only a small set of vendors included, […]
What is customer experience?
Customer experience refers to every interaction a person has with a company, from initial awareness through purchase and ongoing support. It includes emotional, technical, and service components. A great experience increases loyalty, advocacy, and lifetime value.
Why does customer experience matter so much?
In a crowded marketplace, products or services can often be matched by competitors. What sets brands apart is how customers feel and how easy it is to engage. Positive experiences drive repeat business, reduce churn, and boost word-of-mouth growth.
How can organizations improve customer experience?
They begin by mapping key journeys to understand pain points and moments of truth. Listening to feedback through surveys, qualitative interviews, and usage data surfaces opportunities. Then, cross- functional teams must collaborate to iterate and remove friction.
What metrics should companies use to measure customer experience?
While the “best” metrics will depend on a company’s goals, core metrics include Net Promoter Score, customer satisfaction, customer effort score, and retention rates. Observing behavioral metrics such as repeat purchase rate and churn also helps. Together, they offer a holistic view of how customers feel and act.
How does Forrester help companies enhance their customer experience?
Forrester provides research, benchmarks, and frameworks that guide leaders to prioritize and execute CX initiatives. We help align experience goals with business strategy and validate investments. Clients use our insights to accelerate transformation and embed customer centricity across the organization.
Blog
Make Vulnerability A CX Priority
Customers experiencing vulnerability or additional needs exist across every customer population, yet many organizations still only provide support after customers have encountered significant difficulties or harm. Leading organizations recognize that vulnerability is often dynamic, contextual, and difficult for customers to disclose and are shifting from reactive support to proactive protection. Leading firms improve customer outcomes while strengthening trust, reducing risk, and lowering the cost of remediation. A new report outlines how organizations can build integrated capabilities across people, processes, and technology to better identify, support, and protect vulnerable customers.
Blog
Most AI Products Fail Before They’re Built
While most organizations are deploying predictive, generative, and agentic AI, few can directly connect those investments to revenue, customer outcomes, or profitability. As AI becomes cheaper and easier to build, the quality of the problem being solved becomes the primary determinant of value. Teams that measure success by releases, features, or utilization risk falling into […]
Blog
If Everyone Has AI, Where Will Advantage Come From?
The organizations that thrive won’t be those with the most AI. They’ll be the ones that best combine AI-generated insight with human experience and judgment to create customer value.
Missed The Journey Mapping Webinar? Watch The Replay.
Discover how leading organizations use journey decision systems to guide planning, funding, design systems, and governance — without adding more complexity.
Blog
AI Is Reshaping How Consumers Seek Financial Guidance
As consumers turn to AI for personal finance, trust becomes the key differentiator of financial guidance.
Blog
For A Compelling CX Business Case, Stop Refining The Model And Start Framing The Decision
Building a CX business case can feel like an endless cycle. You’ve spent weeks gathering data, you’ve debated assumptions, you’ve refined the model three times — then the business case comes back with a familiar request: “Can you do a little more analysis?” At that moment, the problem usually isn’t the analysis at all. CX […]
Blog
Why Total Experience Is The New Battleground For Indian Banks
For years, Indian banks competed on reach. Then they competed on products. Today, they compete on experience. Nearly every major bank now offers digital onboarding, mobile banking, and self-service capabilities. As these experiences improve across the industry, differentiation becomes harder to achieve. That is one of the clearest messages emerging from Forrester’s India Banking Total […]
Webinar
Beyond Journey Mapping: How To Embed Customer Context Into Business Decisions – APAC
Join us September 24: Join analysts to learn how to move beyond journey maps and use journey insights to drive better decisions, clearer investment priorities, and measurable impact.
Webinar
Beyond Journey Mapping: Put Customer Insight Into Action
Learn how to move beyond journey maps and use journey insights to drive better decisions, clearer investment priorities, and measurable impact.
Missed The Journey Mapping Webinar? Watch The Replay.
Discover how leading organizations use journey decision systems to guide planning, funding, design systems, and governance — without adding more complexity.
Blog
AI-Moderated Interviews Expand How Teams Conduct Customer Research
AI-moderated interviews help teams gather qualitative insights at greater scale and speed. But to unlock their value, researchers must understand where AI excels and where human judgment remains essential.
Blog
B2B Customer Communities Need An AI-Powered Reboot
AI doesn’t have to replace the human connection that makes B2B customer communities valuable. Used purposefully, it can help community managers reduce repetitive work, improve customer experiences, surface business insights, and connect community engagement to measurable outcomes.
Blog
Emotion Leads CX Quality Rebound In The US
US customer experience showed signs of recovery in 2026, with emotional quality posting the strongest gains. The results highlight the power of improving interactions, reducing effort, and strengthening customer relationships.
Blog
Conversational Banking Won’t Scale Without Strong Foundations
Discover the data, architecture, and governance foundations that banks need to scale conversational banking safely and effectively.
Blog
How AI Impacts The Customer Service Job Market
We know that companies right now are heavily investing in customer service technologies with embedded AI capabilities. Companies are using these technologies to agentify the way that they deliver, manage, and optimize customer service. This is because these technologies are really good at making operations more efficient and empowering customer service reps to deliver great […]
Missed The Journey Mapping Webinar? Watch The Replay.
Discover how leading organizations use journey decision systems to guide planning, funding, design systems, and governance — without adding more complexity.
Blog
Europe Builds The Blueprint For Social Platform Accountability
Europe is moving platform accountability upstream, placing new scrutiny on the algorithms and design choices that shape social media experiences. For marketers, the bigger story isn't regulation itself — it's what growing consumer distrust means for the future of audience insights and targeting.
Blog
Use 2027 Budget Optimism To Drive An AI Reset
Budget optimism is rising as 2027 approaches — but more spend alone won’t improve outcomes. Use this moment to reset your AI investments. Prioritize the readiness, governance, and context required to make it truly work.
Blog
PlayStation Picks Profits Over Players
PlayStation recently made an announcement that, starting in January of 2028, it will stop producing physical game discs. Going forward, games will only be released as digital versions in both the PlayStation Store and at physical retailers. Sony claims that this is in response to “shifting trends in consumer preference,” but our data says otherwise.
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