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

Video

Agentic Commerce? Conversational Commerce? The Future Of Owned Digital Shopping Experiences

Emily Pfeiffer 1 hour ago

Blog

US Federal CX Dodges Declines Impacting Other Sectors

Colleen Fazio 2 hours ago
Forrester’s 2025 CX Index shows US federal agencies outperforming utilities—but overall CX stagnates. Read the full report for agency insights.

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

European Banks Have Room To Grow — And Leaders To Learn From

Aurelie L'Hostis September 24, 2025
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.
Blog

Your Successful Customers Have Power Over Buyers — Don’t Leave It To Chance

Amy Bills September 22, 2025
A new report, “Amplify Customer Voices To Support Buying Decisions,” helps organizations understand their customers’ influence on B2B buying decisions and provides guidance on nurturing knowledgeable customers to share their experiences with buyers.
Blog

How Financial Services Firms Align Business And Technology Strategies In 2025

Aurelie L'Hostis September 19, 2025
Financial services firms are increasing technology investment in 2025 to improve customer experience, align business and IT strategies, and drive strategic growth amid economic uncertainty.
Blog

Today’s Leaders Must Heed AI Advice For Future Disruptors

Brendan Witcher September 18, 2025
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.
Blog

NRF Europe Innovators Showcase: Retail Tech To Watch

Sucharita Kodali September 15, 2025
Read this Forrester blog for an overview of the NRF Europe Innovators Showcase highlighting retail technology vendors that are making headlines.

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 Where Your CX Function Should Sit

Judy Weader September 15, 2025
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

Adaptive Mobile Banking: Forrester’s 2025 European Insights

Aurelie L'Hostis September 12, 2025
Discover how European banks are turning mobile apps into smart, conversational experiences. Forrester’s 2025 review reveals key trends and leaders.
Blog

Improve Your CX Prioritization With Forrester’s Updated And Expanded Tools

Judy Weader September 11, 2025
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 […]
Blog

Introducing Forrester AI Access: Equipping Organizations With Trusted Insights To Act Fast

Carrie Johnson September 9, 2025
Forrester AI Access is an important milestone in our AI journey, beginning with our 2023 launch of Izola. With AI Access, organizations can validate ideas, innovate, and make smarter decisions faster.
Blog

Introducing The Experience Research Platforms Landscape, Q3 2025

Senem Guler Biyikli September 8, 2025
Experience research platforms help companies discover and define opportunities, test concepts and prototypes, and evaluate user and customer experiences.

Get Trusted Advice — In Seconds

AI Access puts Forrester’s trusted insights at your fingertips. Validate your strategy, align your team, and get instant advice grounded in proprietary research — no digging, no delays. It’s like having a Forrester analyst by your side, 24/7.

Blog

Starbucks: One Year Later

Dipanjan Chatterjee September 8, 2025
On the anniversary of Brian Niccol taking the reins, we look at the foundation he has laid for the future.
Blog

Six Gaps Hold Feedback Management And CX Measurement Programs Back

Colleen Fazio August 8, 2025
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.
Blog

New Research: Top Emerging Technologies In Healthcare

Shannon Germain Farraher August 4, 2025
Healthcare organizations face constant pressure to improve clinical outcomes and workforce retention amid budget constraints and market volatility. Our new research aims to help them prioritize the technologies that will have the most impact today.
Blog

Inside Club Med’s Conversational AI Strategy: An Interview With Siddhartha Chatterjee

Aurelie L'Hostis July 30, 2025
Learn how Club Med designed, implemented, and continuously refined its conversational AI strategy — starting with a WhatsApp chatbot in Brazil.
Blog

AIA Wins Forrester’s 2025 Customer-Obsessed Enterprise Award In APAC

Dane Anderson July 29, 2025
AIA Group has won Forrester’s 2025 APAC Customer Obsession Award, recognized for putting customers at the heart of its strategy, operations, and leadership. The company stood out among strong contenders across the region.

Missed The Webinar? Here’s How to Simplify CX Tech Decisions

Watch the replay by October 2 to discover actionable strategies to ease CX tech decisions and get a first look at our new CX Leader’s Guide To Savvy Tech Buying.

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.
Blog

Capgemini’s $3.3B Bet On WNS: The End Of Traditional BPO As We Know It

Vasupradha Srinivasan July 18, 2025
Capgemini’s recent announcement of its intent to acquire WNS for $3.3 billion represents more than just consolidation in the business process outsourcing (BPO) space. This deal reflects a decisive shift in the industry: The traditional, labor-intensive outsourcing model is giving way to intelligent, AI-powered service delivery. In today’s BPO market, AI is no longer a […]
Blog

Why B2B Customer Service Is Now Part Of My Research Agenda

Laura Ramos July 17, 2025
When B2B survey respondents say that 73% of their revenue originates from current customers, retaining and growing those accounts must be a top priority, one that is well coordinated across all postsale motions, from onboarding to servicing and expanding business on the back of attained goals. Especially in volatile economic markets and geopolitical times, every […]
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