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.
Discover how Forrester supports customer experience leaders.
Insights
Blog
How UCL Is Preparing Future CX Leaders For The AI Age
AI is transforming the skills that CX professionals need to succeed. Discover how University College London prepares future CX leaders for an AI-driven world with practical skills, real projects, and lifelong learning strategies.
Blog
Today’s Leaders Must Heed AI Advice For Future Disruptors
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
The Countdown To 2026 Predictions Has Begun
Don’t miss your chance to lead with confidence. Get early access to Forrester’s expert guidance across marketing, CX, digital, tech, and security.
Blog
It’s Time To Talk About Where Your CX Function Should Sit
It's one of the most common questions from CX leaders: Where should the CX function sit? We identified multiple factors and variables that influence the best possible home for the CX function in this post.
Blog
Improve Your CX Prioritization With Forrester’s Updated And Expanded Tools
How do you make good decisions? That question is at the heart of many conversations I’ve had with clients about CX prioritization. Choosing what to do — and what not to do — is both an art and a science, and you can apply different levels of rigor to your process to enhance your ability […]
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Introducing The Experience Research Platforms Landscape, Q3 2025
Experience research platforms help companies discover and define opportunities, test concepts and prototypes, and evaluate user and customer experiences.
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Six Gaps Hold Feedback Management And CX Measurement Programs Back
Most CX teams still fall short in getting stakeholders to act on insights, Forrester’s 2025 global survey shows. Learn about the problem areas and how to move past them.
Webinar
How To Simplify CX Tech Buying Decisions With Function-First Thinking
Learn how Forrester’s Function-First Framework helps CX leaders simplify complex technology decisions, prioritize functionality, avoid wasted investments, and align tech with strategic business goals.
Cut Through CX Tech Noise And Buy Smarter
Stop wasting money on tools you don’t need. Learn how to use Forrester’s function-first framework to align CX tech with business goals, avoid overspending, and drive real results.
Blog
It’s Time To Talk About The ROI Of CX For Government
Over the past year, we’ve collected stories and interviewed government CX leaders and the consultancies that support government agencies because we want to help public-sector leaders connect CX with mission outcomes.
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Parting Lessons From CX Summit North America To Help You Deliver The Total Experience
As another CX Summit North America draws to a close, it’s time to get to work. Use these takeaways to help you create your action plan for transforming the experiences you offer.
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The ROI Of CX Isn’t A Fairy Tale
Yes, thoughtfully designed CX programs do have tangible revenue outcomes. Yet proving ROI can be a source of frustration for CX leaders and business executives alike.
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Maximizing Financial Services CRM Value: Strategic Alignment And AI Adoption
A modern CRM is core to connecting organizational silos to drive customer and business value. Today, CRMs are integrating AI and adding intelligent agents to boost productivity and deliver personalized customer experiences at scale. This makes modern CRM an indispensable tool for financial services firms aiming to enhance customer experience, streamline operations, and drive growth. […]
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Guide Your Digital Experience Strategy With Forrester’s Digital Connections Tracker And Moments Map
We often hear comments and questions from customer experience and digital business leaders such as, “We designed and built this product, but not many people use it — and we don’t know why” or “We have a chatbot, but customers are not using it, so how can we drive engagement?”
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How Well Are You Protecting Existing Customer Revenue?
We’ve introduced expanded and upgraded versions of our customer engagement aligned approach and the foundational Forrester Customer Engagement Range Of Responsibilities Model to show you how to optimize the relationship between your company and your customers.
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Qualtrics X4 Highlights: AI-Powered Research Is Expanding
What do AI-powered advancements such as Experience Agents and Qualtrics Edge mean for experience research today and in the future? Here are three takeaways from Qualtrics X4.
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Learn How To Make Every Journey Count And Unlock A Value Flywheel At CX Summit EMEA
Every customer journey can create or destroy value — both for your customers and your firm. At CX Summit EMEA, learn how to measure customer journeys and optimize their value.
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Is Customer Success Paying Enough Attention To GenAI Today?
Last week, we published two data snapshot reports from Forrester’s State Of Customer Engagement Survey, 2024. Focused on US-based respondents at B2B firms that primarily sell software, these short reports give a bit of a unique look into the more sophisticated side of customer engagement.
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How Banks Can Win At CX: Lessons From The Front Lines
Customer experience quality in banking is falling on average, but there are banking brands globally that buck this trend, outshining competitors and continuing to improve their CX performance.
Blog
Customer Success Plays A Crucial Role In Revenue Process Transformation
The Forrester Opportunity Lifecycle is a framework for transforming revenue processes to maximize value for B2B customers. As my colleague Amy Hawthorne explains, top revenue transformers: Share signals and create a common view of the customer — throughout the postsale. This is so you can achieve a true understanding of what makes customers succeed, as […]
Blog
Is Your Postsale Strategy Setting Customers Up To Succeed?
Every time you turn around, it looks like someone is taking a shot at customer success (CS). Whether at last year’s SaaStr or elsewhere, more voices have been calling for new approaches to CS — ones that transform CS from cost center to tool for growth. While it’s still early to plan a funeral, CS […]
Blog
Great Digital Banking Experiences Create A Data-For-Value Flywheel
Driving engagement is top of mind for most digital banking leaders. Forrester’s research reveals the immense value — for both customers and banks — of useful, convenient digital banking experiences. The right mobile banking offerings, for example, can unlock new value for a customer and differentiate a bank’s brand. And our broader customer experience research […]
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