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
Building The Human Foundation Of The AI-Powered Enterprise
As organizations rush to deploy AI, too many forget the people it’s meant to serve. A human‑first foundation is what separates AI that frustrates from AI that truly drives better experiences.
Blog
How Google Pay Is Using UPI Circle To Reach Young Banking Customers In India
If you’re a retail banking leader in India, your future customer may already be learning how digital money works — and it may not be through your bank. This isn’t a future scenario; it’s happening now. While bank digital teams debate how much control is “too much,” customers have been clear about what they want: […]
Keep The Momentum Going After CX Summit
Purchase tickets for CX Summit EMEA by 29 May and receive two complimentary Forrester research reports to help you turn AI‑driven CX ideas into confident action after the event.
Blog
Five Actionable Takeaways For CX Leaders In A Volatile World
Volatility has become the default setting for modern organizations: more change, less certainty, and far less time to get it “right” before the ground shifts again. Teams that anchor their work in business results, define how trust and decision-making work together, and use tools tactically are far better equipped to absorb volatility without freezing or fragmenting.
Webinar
From Experience Scores To Revenue Impact: A Total Experience Playbook For Growth Webinar – APAC
Learn how Forrester’s total experience model elevates brand and CX strategy by revealing the drivers behind acquisition, retention, and revenue. Join the live webinar on May 21.
Blog
In The AI Era, Banks Need Dynamic Platforms — Results From The Forrester Wave™: Digital Banking Engagement Platforms, Q2 2026
To compete for customers and grow profitably, banks need the ability to adjust as much and as fast as required at any given moment. Leading digital banking engagement platforms (DBEPs) make that possible. My new report, The Forrester Wave™: Digital Banking Engagement Platforms, Q2 2026, reveals insights about the current AI and technology landscape in […]
Blog
Beyond Chatbots: Designing Conversational Banking Experiences That Scale
Learn how banks can scale conversational experiences at CX Summit EMEA 2026.
Blog
Americans Feel Miserable. Why Do They Keep Spending?
Consumer confidence languishes near historic lows, surveys drip with despair, and media narratives fixate on fragility. And yet, consumers open their wallets, and corporate profits roll in. This is not a passing contradiction. It is the defining paradox of today’s “pessimism economy.” Our new research — Down But Not Out: Growth Strategies For The Pessimism […]
AI Access: For Every Role. And Every Decision.
AI Access democratizes decision-making. With AI-powered access to Forrester’s insights, data, and advice, every team member — from early-career pros to senior leadership — moves with confidence, speed, and clarity. Equip your organization to take action fast.
Blog
Your Customer Advocates Are Not Your Crisis Communications Plan
Loyal customers can help in a crisis, but don’t make customer advocates your crisis communications plan.
Blog
Bye Bye Birdie: The Rise And Fall Of Allbirds
Powered by purpose and buoyed by splashy marketing, it seemed destined for greatness. But economics and profitability always have the final word.
Webinar
From Experience Scores To Revenue Impact: A Total Experience Playbook For Growth
Learn how Forrester’s total experience model elevates brand and CX strategy by revealing the drivers behind acquisition, retention, and revenue. Join the live webinar on May 12.
Blog
The New Kids On The Feedback Block — Announcing The Customer Feedback Management And Analytics Solutions Landscape
The new report, “The Customer Feedback Management And Analytics Solutions Landscape, Q1 2026,” is live. Learn what CX leaders should know about this mature market and how to choose strategically.
Blog
Qualtrics X4 2026 Highlights: Context Is The Real Differentiator In The Age Of AI
A key message of Qualtrics X4 2026 was that in the age of AI, differentiation will come from who has the right context, not from who moves first.
Explore Forrester AI Access For Faster, Smarter Decisions
Forrester AI Access delivers clear, credible answers from proprietary research, reports, and data — helping teams validate direction and plan next steps with confidence.
Blog
Apparel And Footwear Brands Must Own Their Destinies To Survive
In the midst of disruption, the brands that will thrive are those that actively seize control of how consumers discover, evaluate, and buy their products.
Blog
Banks Are Losing Their Place In Small Business Decisions — Here’s How To Reclaim It
Small businesses face more volatility than ever, yet banks are becoming less present at the moments when owners make critical financial choices. This growing gap is why relationship sovereignty in small business banking has become the defining challenge for 2026. Small business owners now rely on the platforms they use every day — accounting, payroll, […]
Blog
Apple Turns 50. Now Comes The Reckoning.
Milestone anniversaries invite reflection when what's required is foresight. Apple is at a crossroad — and the way forward may require challenging some of the very principles that have made it so successful.
Blog
CX Isn’t Dead — Yet
If the CX profession wants to reclaim strategic relevance over the next decade, it needs to shift from diagnosing experiences to delivering change and from a language of sentiment and pain points to one of growth, trust, and resilience.
Blog
Do You Use AI Moderators For Customer Research? I’d Love To Hear From You
AI is transforming how experience research is conducted — from planning to analysis — thanks to new tools like AI moderators. If you are a research vendor offering AI moderators or a researcher who has used AI-moderated interviews, I want to talk to you.
Build The Experiences AI Can’t
Purchase tickets for CX Forum East or West by June 12, and get two complimentary Forrester research reports on AI, trust, and customer experience — free with your ticket.
Blog
The Consent Deficit: RBI’s Draft Responsible Business Conduct Directions Turn Misselling Into A Proof Problem
India’s misselling problem is no longer being treated as a training lapse or “rogue agent” issue. The Finance Minister has publicly stated that misselling is an offence: not a training failure, not a rogue agent problem — an offence, with institutional accountability attached and welcomed, tighter Reserve Bank of India (RBI) guidance. RBI’s responsible business […]
Blog
Context, Not Models, Is The Real AI Bottleneck: Reltio’s System‑Of‑Context Bet
AI took center stage at Reltio DataDriven 2026, where global data and AI leaders aligned on one urgent priority: turning trusted, real-time, contextual data into scalable AI and measurable business impact. Reltio made a clear strategic bet: The next enterprise AI bottleneck isn’t model choice or orchestration but shared context — rebranding its platform around […]
Blog
Your CX Forum West Guide To San Francisco
Headed to CX Forum West? This guide helps you make the most of San Francisco without overloading your schedule. From waterfront walks and great coffee to easy, conversation‑friendly dinners near the Embarcadero, see how the city’s setting supports reflection, connection, and momentum during the Forum.
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