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
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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 […]
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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.
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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.
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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.
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
Your Journey Surveys Overestimate NPS
Net Promoter Score℠ (NPS) results from post-journey surveys most likely overstate customer loyalty, because most surveys include only customers who complete their journey and surveys are sent before customers know whether what they did worked. NPS Differs Vastly Depending On Goal Achievement And Confidence In Forrester’s annual journey benchmarking study, we found that goal achievement made a big difference in […]
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If CX Doesn’t Change Decisions, It Doesn’t Matter
CX teams create value not by measuring experiences but by influencing decisions. The organizations pulling ahead are using customer insights to guide investments, prioritize change, and drive business outcomes, turning CX from a reporting function into an operating discipline.
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Three Parting Lessons From Forrester’s June CX Events
Across our CX events in Amsterdam, New York City, and San Francisco, the message was clear: The organizations that thrive in the AI era won’t be the ones with the best AI; they will be the ones that put people first.
CX Scores Are Up. Why Isn’t Growth? Bridge The Brand-CX Gap.
Stop guessing. This guide shows whether acquisition or retention is holding you back and where brand promise and CX delivery break down — so you can prioritize the right fixes.
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Building The Human Foundation For AI At CX Forum East
AI raises the stakes for experience leaders. Insights from CX Forum East show that without trust, strong data, and prepared teams, AI simply scales what’s already broken — but with the right foundation, it can unlock entirely new kinds of customer experiences.
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US Health Insurers Show Experience Improvements
Forrester’s 2026 health insurer experience rankings signal the end of a prolonged decline — but it’s too soon to declare victory just yet. Read the takeaways from this year’s report.
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US Banks’ Total Experience Is Improving, But Most Still Have Work To Do
Improvement is real in US banking — but fragile. Forrester’s 2026 Total Experience Score rankings show that gains in customer experience and brand perception are driven by better execution of the basics, not bold transformation. Sustaining that progress will depend on closing gaps in clarity, advice, and employee enablement.
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How To Build A Loyalty Team That Scales With Your Program
Brands continue to see the value in developing deeper relationships with their customers through loyalty initiatives, but investment typically flows toward technology, rewards, and promotions, with less focus on what drives differentiated experiences, personalized engagements, and emotional loyalty. This isn’t surprising, given that loyalty is both an art and a science, and it’s much easier […]
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Retention-As-A-Service Is An Intriguing Idea — Here’s What It Actually Means
At Gainsight’s Pulse conference last month, CEO Chuck Ganapathi shared a question he said every customer-facing leader is hearing from their board: How do I use AI to drive higher retention? That framing was intentional, and it wasn’t set up to be a product announcement; it was a positioning statement for the company. And it set the stage for everything that followed. The company introduced a brand-new focus at […]
AI Is Everywhere — Customer Value Isn’t. Here’s How To Change That.
AI urgency is testing budgets as customer experience sits at all-time lows. AI Forum Sydney shows CX and technology leaders how to redirect AI spend into durable customer value and competitive advantage.
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Customer Success And Customer Experience: The Difference Is More Than Semantic
Customer success (CS) and customer experience (CX) are often discussed interchangeably, and for good reason. Both exist to improve customer outcomes, and both play essential roles across the customer lifecycle — but they are not interchangeable. Much like a paramedic and an ER physician, CS and CX contribute at different moments and with different tools […]
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Build The Human Foundations Before You Scale AI
CX Summit EMEA explored the real AI opportunity: building trust, strengthening foundations, and reimagining experiences — not just making them more efficient.
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Total Experience Score, 2026: Growth Breaks When Experiences Fragment
The brands pulling ahead aren’t optimizing brand, customer, and employee experience in isolation — they’re aligning them into a system that drives measurable growth. Forrester’s 2026 global Total Experience Score and research show that when promise, delivery, and the people behind both move in sync, companies build strong, sustainable momentum.
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Forrester’s EX Index Completes The Total Experience Picture
Most organizations manage employee, customer, and brand experience in silos, obscuring how they connect to influence business outcomes. Forrester’s new EX Index reveals how employee experience shapes brand equity, customer loyalty, and growth.
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Highlights From UserTesting’s Crafted 2026: Build Fast, Build Right
On May 28, we joined the research community at UserTesting’s Crafted event in Seattle. The energy was palpable, with passionate researchers and designers eager to evolve their craft responsibly and effectively in the age of AI. A clear takeaway of the event was that building fast doesn’t matter if you’re not building the right thing. As AI makes creation easier, decisions […]
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Have We Turned The Corner On CX Quality?
While North America shows early signs of recovery following the last few years of decline, the picture elsewhere remains less clear. Read the main takeaways from our 2026 global Customer Experience Index rankings.
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Forrester’s 2026 BX Index™ Rankings: North American Brands Make Gains; Europe And Asia Are More Constrained
Forrester’s 2026 Brand Experience Index reveals where brand perception is strengthening and where it’s stalling. Read about the high-level shifts across regions and industries this year.
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Unlock Your AI Opportunity At Forrester’s AI Forums
Join us in Singapore or Sydney to learn how to turn AI momentum into measurable advantage. Our AI Forums are geared toward technology, security, marketing, and customer experience leaders and teams.
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