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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Insights

Blog

Customer Obsession Pays Dividends

Martin Gill 2 days ago
Customer obsession starts with deeply understanding your customers’ needs and flows through to aligning your business operations to serve them profitably.
Blog

Revealing The Finalists For Forrester’s Customer-Obsessed Enterprise Award — APAC

Dane Anderson 2 days ago
We’re excited to announce the finalists for the inaugural Customer-Obsessed Enterprise Award for APAC. Each finalist impressed us with their clear CX visions, sophisticated measurement architectures, and ability to align their organisations.

CX APAC — Bold Focus

Drive success with CX and digital in 2023. Discover what to prioritize, where to invest, and what's on the cutting edge.

Blog

Brand Energy 2023: Here Are The Brands That Are Salient, Relevant, And Loved

Dipanjan Chatterjee 3 days ago
BRAND ENERGY REBOOT In 2017, we introduced a seminal approach to understanding a brand’s performance: Forrester’s Brand Energy Framework. Based on a survey of 4,436 US online adults, we combined iterative data-mining techniques and structured equation modeling to test millions (yes, millions!) of models that mapped perception of brand strength to business outcomes. This year, […]
Blog

Finalists Announced For The Customer-Obsessed Enterprise Award — EMEA

Maxie Schmidt-Subramanian 5 days ago
The hard work of customer obsession deserves recognition. Discover the finalists for the inaugural Customer-Obsessed Enterprise Award — EMEA.
Blog

AI Reshapes The 2023 Forrester Wave™ Evaluation For CCaaS

Max Ball 6 days ago
In the prior Forrester Wave™ evaluation on contact-center-as-a-service (CCaaS) providers in August of 2020, AI was mentioned offhand a few times. It was not, however, a factor in the Wave scoring at all. A few years changed everything. AI has taken center stage in this year’s Wave, providing new capabilities across many aspects of a CCaaS vendor’s offerings.
Blog

Companies Have Agnosia About Experiences

Carlos Casanova March 23, 2023
We found that agnosia quite nicely describes what is happening with companies’ efforts around experience. Their inability to identify you as the same individual after having repeatedly interacted with them as a customer and user and employee over a period of time, might cause you to question your sanity when interacting with them. 
Blog

UBS Acquires Credit Suisse: A Trust Crisis That Continues To Unravel

Jost Hoppermann March 22, 2023
Poor risk management practices, a questionable corporate culture, and a long series of scandals created an explosive mix that led to Credit Suisse’s collapse and consequent acquisition by rival UBS. While each theme deserves its own analysis, the sum of these events provides a crisp example of how the bank undermined the very definition of trust that ultimately caused its collapse. Here, we discuss the implications of the “rescue” of Credit Suisse by UBS.

CX EMEA — Bold Focus

Drive success with CX and digital in 2023. Discover what to prioritize, where to invest, and what's on the cutting edge.

Blog

Announcing The Finalists For The Inaugural Customer Obsession Awards In North America

Rick Parrish March 22, 2023
Meet the finalists for Forrester’s inaugural North American Customer-Obsessed Enterprise Award and Customer-Obsessed Leadership Award.
Blog

B2B Content: Experimentation Means Bold Bets And Cold Sweats

Phyllis Davidson March 22, 2023
Optimizing the customer experience — a top priority for B2B organizations — requires dramatic improvements to the content engine. To build for the future, organizations will make bold bets, experimenting with AI to deliver contextual, personalized experiences.
Blog

Generative AI Gets An Upgrade To Business Class With Adobe Firefly

David Truog March 21, 2023
Adobe’s new Firefly service is a leap forward in comparison with other generative AI services for images — it’s a Napster-to-Apple inflection point that bodes well for the future of creativity.
Blog

Invest In A Cross-Channel Marketing Hub To Elevate Your Campaign Strategy

Rusty Warner March 21, 2023
Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job if your martech ecosystem is overly complex or badly integrated — or both. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]
Blog

Customer Service In 2023: CX Front And Center

Christina McAllister March 20, 2023
It’s news to no one that the past few years have been tough. Having only just found some stability post-pandemic, companies are now thrust into a new economic crisis. In times like these, customer service teams are often pressured to cut costs — at all costs. While we don’t expect that to change entirely, we […]

Thrive In Economic Uncertainty

Get actionable advice to navigate the 2023 downturn. Explore our resources for tech, marketing, CX, sales, and product leaders.

Blog

New Forrester Wave™ Evaluation Examines Customer Feedback Management Technology

Colleen Fazio March 20, 2023
Sixty-nine percent of global voice-of-the-customer (VoC) and customer experience (CX) measurement leaders use a customer feedback management (CFM) tool, according to Forrester’s 2022 global study of these leaders. That’s about the same number as the 70% who told us that their organization believes that the VoC/CX program is vital to its continued success. And yet […]
Blog

Don’t Rely On The Butterfly Effect To Measure Business Value

Rusty Warner March 17, 2023
It is critical for marketers and customer experience pros to align their respective metrics with shared business metrics. Use customer lifetime value alignment to achieve this.
Blog

Consumers Push Back On Price, Forcing Companies To Seek New Growth

Dipanjan Chatterjee March 16, 2023
As revenue growth begins to slow, companies will seek new ways of driving volume, including exploring previously untapped consumer segments.
Blog

Avoid A Bot Waterloo

Sandy Carielli March 16, 2023
I don’t follow the Eurovision Song Contest closely, but I know that ABBA famously won decades ago with “Waterloo” and that a few other contest winners — Celine Dion, Måneskin — have achieved global success afterwards. This year, though, an article about Eurovision got my attention. It seems that tickets to the live Eurovision performances […]
Blog

Explore The End Of The Customer Lifecycle At CX APAC 2023

Rick Parrish March 13, 2023
Death. Taxes. The customer lifecycle. Until now, business leaders could count on the inevitability of all three. But no longer. Today’s consumers thrive on novelty, embrace emerging technologies, and expect more from brands. And during the pandemic, businesses proved that they can innovate fast enough to keep up. As both consumers and businesses race forward, […]

CX Can Thrive In The Downturn

CX leaders can boost their organization's economic resilience. Find out how in this complimentary report.

Podcast

Social Media Turmoil Drives New Ad Strategies

What It Means March 9, 2023
The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.
Blog

How Are Post-Sale Customer Engagement Responsibilities Changing?

Laura Ramos March 8, 2023
How common is customer marketing as a stand-alone function? Is customer success becoming the new customer experience (CX) at B2B firms? What is the range of responsibilities commonly shared by B2B CX teams like yours? Are you interested in the answers to questions like these? Forrester’s customer engagement research group is, too! We want to […]
Blog

CX APAC 2023: Bold Focus

Riccardo Pasto March 2, 2023
Create A Customer-Obsessed Growth Engine To Thrive In Tough Times Today, the world is more challenged than ever as a series of health, environmental, socioeconomic, and geopolitical crises have pushed uncertainty to extreme levels. This systemic disorder and uncertainty exposed a lack of customer focus in many organizations. Amid these challenges, customer experience (CX) programs […]
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