customer experience management
Customer experience management is a key competency for firms, enabling them to provide quality, end-to-end experiences for today’s channel-agnostic customers. Discover how to improve CX management across the enterprise. Learn key components of customer experience management including selecting metrics, building culture, winning investment, and more.
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Blog
Will AI Fix Your CX Measurement Or Make It Worse?
AI can accelerate analysis, reporting, insight generation, and decision support, but it won’t automatically fix the system underneath. Find answers to common questions in the first blog in our series on CX measurement.
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Are You Prioritizing The Right Customer Journey Improvements?
Many CX leaders risk investing where it doesn’t earn loyalty because traditional prioritization of journey drivers ignores that customers don’t stay loyal because you’re doing well; rather, they stay loyal when you are doing better than competitors in the things that matter. This blog is part of a series on how customer journeys drive loyalty […]
A Third Of Consumers Will Reject Content They Can't Verify
Explore Forrester's 2027 Predictions guide for B2C, CX, and digital leaders to uncover the five shifts putting new pressure on brands to earn trust and regain control.
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Is Journey Completion Enough To Drive Loyalty?
You might assume that customers completing a journey equals success. But our data shows that’s not true. When customers complete their journey but are uncertain whether what they did worked, it undermines loyalty. This blog is part of a series on how customer journeys drive loyalty (scroll to the end for all resources). Customers’ Uncertainty […]
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Do You Improve What Matters To Loyalty In Customer Journeys?
Probably not. Loyalty is shaped by a handful of journey dynamics that most CX teams neither measure nor actively manage. This blog is part of a series on how customer journeys drive loyalty (scroll to the end for all resources). Five Journey Practices That Strengthen Customer Loyalty To identify what drives loyalty, we examined 29 […]
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Qualtrics Goes All In On Healthcare Experience Management
It’s been a busy few weeks for Qualtrics. Two weeks after announcing its XM Data & AI platform — coming in 2027 — it held an (understandably) long-delayed coming-out party for its plans to dominate the healthcare industry. Although Qualtrics announced its intention to acquire PG Forsta last year, the deal didn’t close until May […]
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.
2027 Predictions: Will AI Come Between You And Your Customers?
Join Forrester analysts on Dec. 8 to explore how AI will reshape B2C, CX, and digital decisions around content creation, brand discovery, and agentic journey orchestration.
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What Drives Journey Emotions? Introducing Forrester’s Journey Benchmarking Series
Customers can achieve the goal of their journey and still feel uncertain, frustrated, or less loyal afterward. Forrester launched an annual journey benchmarking study to understand what makes journeys so valuable to customers that they reward the brand with their positive emotions and loyalty. The study examines what drives customer perceptions of value across different […]
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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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It’s Time To Elevate Journeys Into Decision Systems
You already have journey maps. That’s not the problem. Last week, in a portfolio discussion, a team reviewed a backlog of work that was worth millions. What was missing? A clear view of which customer journeys they were improving — or breaking. When CX teams position journeys as tools or CX deliverables, they circulate journey insights […]
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Qualtrics Buys Press Ganey Forsta For $6.75 Billion … So Now What?
Back in October of last year, we blogged about Qualtrics’ planned acquisition of Press Ganey Forsta and what that would mean for clients of Qualtrics, Press Ganey (PG) Forsta, and InMoment, both inside and outside of the healthcare industry. Now that the deal is done, $6.75 billion later, there’s even more to discuss, so let’s […]
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How To Build A Premium Airline In The Sky Of Sameness
Even in today’s environment of rock-bottom consumer sentiment, there remains a clear opportunity to grow with a premium product, with a vast middle willing to pay a premium for something sufficiently differentiated to justify the privilege.
Government's 2027 AI Challenge Isn't Adoption. It's Control.
Join Forrester analysts on January 20, 2027, to learn which predictions could reshape government technology investments, AI governance, and customer trust.
Blog
The Most Expensive Customer Complaint Is The One You Ignore
Many organizations treat complaints as routine service issues — yet they often reveal something far more pernicious. Learn a more strategic and productive way for handling complaints at Forrester’s CX Summit EMEA on June 8–10.
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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.
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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.
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How AI Is Rearchitecting Lending
Lending Is Reaching An Inflection Point More than 80% of financial services (FS) AI decision‑makers plan to increase investments in both predictive AI and generative AI (genAI), with most firms expecting double‑digit growth. The immediate focus for the majority of FS leaders remains pragmatic: scaling origination, reducing friction caused by handoffs, and improving risk control. […]
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CMOs’ “AI Creative Leap”: From Making Ads To Designing Meaning
As AI absorbs execution at scale, creativity returns to its highest value. The brands that win will automate production while doubling down on insight, narrative, and the judgment that protects meaning.
Turn Your Journey Insights Into Business Impact
Find out what’s holding your journey practice back. Complete the assessment, then download our quick-start guides to embed journey thinking into decisions that move your practice forward.
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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.
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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.
Blog
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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