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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Predictions 2026: How Financial Services Can Thrive Amid AI Disruption
Explore Forrester’s 2026 banking and investing predictions as AI reshapes financial services — and get practical insights to plan ahead.
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Health Insurers: Messaging Around Profit Status Isn’t Money Well Spent
Health insurers are increasingly leaning into their not-for-profit status as a brand differentiator — hoping it signals trust, community focus, and mission-driven care. But does it resonate with consumers in ways that lead to better business outcomes? Find out in this analysis.
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.
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Predictions 2026: The Race To Trust And Value
Volatility and innovation will continue as leaders yearn for clarity and race to differentiate on trust and genuine value. Find out what’s in store for the year ahead.
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Predictions 2026: CX Teams Look To Escape The Orbit Of Dysfunction
Many CX teams are drifting dangerously close to the event horizon of metric obsession — a gravitational pull toward dashboards and KPIs that threatens to consume purpose and impact. 2026 will mark a critical decision point.
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Prévisions 2026: les directeurs marketing se préparent sans battre en retraite
L’IA représentera en 2026 un véritable casse-tête pour les directions marketing selon Forrester : son potentiel d’innovation marketing augmentera, mais les préoccupations en matière de confidentialité, les obstacles à la mise en œuvre et la fragmentation du « stack MarTech » ralentira son adoption.
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AI’s Impact On B2B Customer Service: What I’ve Found So Far
For a category with such long-established commercial software applications, you would expect the status quo to reign. The opposite is the case.
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Most Financial Services Firms In Singapore Struggle To Align Their Brand Promise To CX
The results from Forrester’s 2025 study on total experience — covering major banks, investment firms, and health insurers — are in. But before we dive into the highlights, let’s set some context.
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The Future Of GenAI For Visual Content
Learn how visual AI technologies will enable businesses to engage responsively with customers and consumers in the next two to five years.
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Trust, Transparency, And Tech: A Trifecta To Reimagine Healthcare CX
Today’s healthcare consumers are more connected, informed, and empowered than ever — and they expect their healthcare experiences to keep pace. They demand experiences that are assistive, anticipatory, and agentic. They want to control their health journeys by owning their data, making informed decisions, and engaging in interactions that feel like conversations, not like transactions. […]
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Are You Running Consumer Personalization Programs? We’d Like To Hear From You!
Consumers are increasingly skeptical of personalized interactions, yet marketers see them as vital to success. Our latest research explores how B2C organizations are designing personalization programs that balance customer needs with internal strategy, data, and technology. If you’re involved in personalization efforts, we invite you to share your insights.
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Predictions 2026: Europe’s Push For Simplification And Sovereignty Won’t Dislodge US Tech Dominance
Despite a desire to reduce dependencies on non-European firms, a break from the tech giants will be impractical in the near term. Learn what else we foresee for Europe in the year ahead.
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Qualtrics’ Planned Acquisition Of Press Ganey Forsta Shakes Up Multiple Markets
Qualtrics’ acquisition of PG Forsta will reshape healthcare technology. Qualtrics will also gain CFM vendor InMoment as part of the deal.
APAC B2C & CX Leaders: Unlock 2026 Predictions For AI, Trust, And More
AI hype is fading. Consumer trust is shifting. Join us live on January 22 as Forrester analysts reveal 2026 predictions for APAC—and why trust and transparency will be key to winning loyalty.
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Have CX Programs Lost The Plot? The Risky Game Of Survey Score Inflation
The Misguided Pursuit Of Metrics Customer experience (CX) programs were designed to uncover insights, drive improvements, and enhance outcomes for customers while fueling business performance. Yet many have veered off course. Instead of improving experiences, they’ve become fixated on maximizing survey scores, mistaking metrics for meaning. Survey scores are not like other business metrics. They […]
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Why Culture Change Is Messy, Meaningful, And Human
CX leaders often fall into the trap of searching for a “big bang” solution, but real change often happens in micromoments. In our latest episode of the CX Cast, we unpack why culture change is so hard and why it matters now more than ever.
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ICYMI: The CX Tech Ecosystem Is Changing
There’s something happening in the customer feedback management tech ecosystem, and it’s not a flashy announcement with eye-popping dollar signs. Instead, it’s a steady drumbeat of incremental changes. While the headlines might feel subdued, these developments reflect buyer interest in combining information from multiple channels and in taking advantage of the latest AI innovations. The […]
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Ensure That Your Consumer Personalization Vision Is 20/20
Clients often ask us, “What are personalization best practices?” But depending on the organization, the word “personalization” can mean very different things. Personalization is multifaceted and needs a qualifier such as personalization initiatives, personalization programs, personalization capabilities, personalized tactics, personalized interactions, personalized moments, consumer personalization, or business personalization. Forrester defines personalization as: The use of a […]
Join Us Live! 2026 B2C Marketing, CX, & Digital Predictions Webinar
AI hype is fading. Consumer trust is shifting. Join us live on January 21 to deep-dive into our 2026 predictions. Discover how to lead with transparency, relevance, and measurable impact.
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US Federal CX Dodges Declines Impacting Other Sectors
Forrester’s 2025 CX Index shows US federal agencies outperforming utilities — but overall CX stagnating. Read the full report for agency insights.
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CX Cast Roundup, September 2025: Change, Mobility, And The Future Of CX Talent
This month on The CX Cast, we explored the realities of leading customer experience in a rapidly evolving world. From reimagining mobility to fixing change management failures and even preparing the next generation of CX leaders, as always, we provide practical advice you can apply today. Here’s what you missed and why you should catch […]
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European Banks Have Room To Grow — And Leaders To Learn From
Forrester’s Total Experience Score shows that many European banks aren’t delivering on brand promises. Explore which banks lead in customer and brand experience.
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