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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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 […]
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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.
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.
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Your CX Forum East Guide To Brooklyn (And A Little Manhattan)
CX Forum East moves quickly by design — and its Brooklyn setting helps you slow down just enough to think clearly. This guide shows how to use the neighborhood to arrive grounded, extend the best conversations, and turn Forum insights into ideas you’re ready to act on.
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The Forrester Wave™: Customer Experience Platforms For Healthcare, Q1 2026: The AI Race Is On, But Pace Is Uneven
The pressure to do more with less is intensifying across healthcare. Emerging technologies offer a clear path to efficiency, faster access to information, and cost reduction. But while some organizations are testing and learning, others remain stalled. Both delayed experimentation and reckless acceleration carry risk. Yet inaction leaves healthcare organizations (HCOs) at a critical juncture. […]
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Build The Experience AI Can’t: Announcing Forrester’s 2026 CX Events
As every brand races to deploy the same AI tools, the differentiating factors will be the people using those tools and the experiences they create. Our 2026 CX events will equip you to build experiences that win trust and lasting loyalty.
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Orchestrate CX Success With Forrester’s CX Vision And Strategy Research And Tools
Delivering great customer experience is a lot like putting on a concert. You can gather world‑class musicians, give each of them brilliant individual parts, and still end up with … noise. What turns noise into music is a shared score — a bold vision of what the performance should sound like — and a plan that helps every section play in sync.
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Is A Super Bowl Ad Worth It? That’s The Wrong Question.
Perhaps a more productive question is: What kind of brand is a Super Bowl ad right for?
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
This Valentine’s Season, Gift V-For-Value With Personalization Tactics They’ll Actually Love
With that love/hate Valentine’s holiday around the corner, retail America tells us it’s time to let the people in your life know you care about them. Valentine’s Day gift staples like flowers or chocolate may be the standard. But gift-givers who assume that their loved ones want these commonplace offerings may end up falling flat. […]
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The State Of GenAI And Consumers For 2026
Over the past three years, ChatGPT was the catalyst for genAI adoption. It became the face of consumer genAI usage. It is still the most popular tool among genAI users, followed by Google’s Gemini and well ahead of Meta AI or Microsoft Copilot. Personal use cases currently trump professional ones. GenAI Is Poised To Grow […]
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Elevating Customer Experience Through Engaging Events
In 2026, consumers will lean into a yearning for in-person experiences and connection. Events offer unmatched opportunities to deepen connections, build trust, and create memorable brand moments. Our latest CX Cast episode features Forrester VP of Global Events Tavar James on making the most of these experiences.
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Announcing The Forrester Wave™: Experience Research Platforms, Q1 2026
We evaluated eight top experience research platforms across 31 criteria for current offering and strategy. These criteria assess each vendor’s current capabilities and future strategy, giving buyers clear insights into where each platform excels and where it may fall short.
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How AI Raises The Stakes For CMO-CIO Collaboration
Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled due to lack of goal alignment, communication failures, and conflicting priorities and budgets. GenAI And […]
APAC B2C Leaders: Watch 2026 Predictions On Demand
Missed the live event? Watch the replay to uncover Forrester’s 2026 predictions for APAC B2C marketing, CX, and digital — and learn how to lead with trust, transparency, and measurable impact.
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Great Research Starts With A Plan: Meet The Customer Research Canvas
In the AI era, skipping research fundamentals only leads you to wrong decisions faster, with negative outcomes for both your customers and your business. We developed the Customer Research Canvas to help research professionals and practitioners execute better research.
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Google Has Entered The Contact Center Chat
At the recent NRF event, the headline was shopping in answer engines, with Google’s new Gemini Enterprise for Customer Experience and Universal Commerce Protocol getting lots of attention. Tucked below the fold, however, was important news for CX and contact center leaders: the announcement of Google Cloud’s Customer Experience Agent Studio. Customer service and CX […]
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Conversational Banking: The New Gateway To Digital Banking Experiences
Explore how conversational banking is reshaping customer engagement and redefining banks’ strategic priorities.
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Who’s Leading In UK Investment Firms’ Total Experience
Discover which UK investment firms lead Forrester’s Total Experience Score and how brand and customer experience shape loyalty and competitive advantage.
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Massachusetts’ Investigation Of Utility Bills Is A Call For Better Billing Experience And Bill Design
The Massachusetts Department of Public Utilities sets the example by prioritizing transparency and user experience best practices to improve billing experiences. Applying UX best practices and doing customer research are fundamentals for good bill design.
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Customer Journey Management In 2026: From Maps To Measurable Impact
Despite years of journey mapping, results are still inconsistent, slow to scale, and hard to tie to business outcomes. Learn why that’s changing — and what leaders must do differently.
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Thriving Amid Disruption: Key Banking Insights To Kick-Start 2026
Discover key banking trends from 2025 and predictions for 2026. Stay ahead with insights on digital banking, customer experience, and AI.
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Vendasta Shows Why Platforms Become Operating Systems For AI Agents
Vendasta faced a challenge familiar to many technology companies: alleviating client engagement pain points while limiting the impacts of efficiency and tool disconnects. Learn about Vendasta’s transformation in this preview of a new case study.
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