Customer Insights

Customer insights allow businesses to serve customers better, build loyalty, and drive revenue. But digging customer insights out of mountains of data is complicated. Read the latest on this critical competency.

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Insights

Blog

Open Banking Adoption Is On The Cusp Of Robust Growth In Europe

Jacob Morgan November 28, 2022
Over the next five years, Forrester predicts a doubling in adoption of open banking across European countries and use cases. Explore more insights from our inaugural European open banking forecast.
Blog

Want To Improve Employees’ Insights-Driven Decision-Making? Data Literacy Programs Alone Won’t Help

Kim Herrington November 23, 2022
In their quest to become insights-driven, tech execs rely on data literacy programs to change employee behavior. But it takes more to move the needle.

Turn 2023 Predictions Into Bold Action

Join us for Predictions 2023 Live to learn how to focus your priorities for success in the year ahead.

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Anticipate Your Customers’ Next Best Experiences

Julie Ask November 17, 2022
The future of experiences will be driven by analytics, and many of them will be anticipatory.
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Customer Trust Was Weak Across US Financial Services Brands In 2022

Alyson Clarke November 8, 2022
How well did US financial services firms rank in terms of customers’ trust in 2022? Our new research reveals the scores and rankings of 54 US brands across auto and home insurance, banking, credit card issuers, and investment firms, analyzed as part of Forrester’s US Financial Services Trust Index, 2022. Overall, customer trust was relatively […]
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Financial Services Firms Need To Learn How To Earn Customers’ Trust

Alyson Clarke November 8, 2022
Winning trust is imperative to financial services firms' success. Yet it's lacking, Forrester’s Financial Services Customer Trust Index shows.
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Predictions 2023: Consumers Will Spend More And Demand Better

Dipanjan Chatterjee October 25, 2022

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Forrester’s 2022 Moments Map Is Here!

Julie Ask October 4, 2022
Forrester’s Moments Map helps brands understand consumer awareness, adoption, use, comfort, and ultimately preference for various devices and channels.

See How CX Is Changing In 2023

Get our Predictions 2023 guide to explore the dynamics that will ensure customer experience success.

Blog

What Amazon’s Recommendation Algorithm Could Do In Healthcare

Natalie Schibell September 15, 2022
An exploration of two possible scenarios for the use of patient data in an Amazon-One Medical paradigm.
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Meta’s Short-Form Video Strategy Isn’t Reeling In Market Share

Mike Proulx September 6, 2022
The company's TikTok alternative simply isn't winning, new Forrester data indicates.
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Meet Zeid Khater, Forrester’s Newest Analyst Covering Customer Data And Analytics

Zeid Khater September 1, 2022
Tell Us About Yourself I was born in Amman, Jordan. Some weeks after, my family relocated to the United States and settled in the Midwest. My childhood took me from Minneapolis to Milwaukee and eventually to the south suburbs of Chicago, where I currently reside. How Did You Get Interested In Data And Analytics? Growing […]
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Meet The New Analyst Focusing On Master Data Management, Data Governance, And Data Quality: Jayesh Chaurasia

Jayesh Chaurasia September 1, 2022
About Me Even though I was born in a small town in the northern part of India, I have spent most of my life in the glorious city of Mumbai, where I earned my degree in mechanical engineering. Dancing on the high beats of Bollywood music rejuvenates me! I moved to the United States for […]
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Running Twice As Smart: A CMO Growth Primer For An Economic Downturn

Dipanjan Chatterjee August 25, 2022
It takes all the running you can do to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that! — “Alice in Wonderland” Run Twice As Smart We sit in the penumbra of a pandemic, on the cusp of a recession. In these […]
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The State Of The Insights-Driven Business, 2022

Boris Evelson August 25, 2022
Firms with advanced insights-driven business (IDB) capabilities continue to outpace their competition and deliver better growth than less mature firms. What differentiates these firms is that they have consistently invested time, effort, and resources across the five IDB competencies: strategy, data, platforms, internal partners, and practices. In our latest, updated research, we found that more […]
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US Banking CX In 2022: Who Does It Well And Why It Matters

Alyson Clarke August 16, 2022
For a large multichannel bank, a 1-point improvement in its CX Index™ score can lead to an incremental $123 million in revenue. For a direct bank, it can lead to an incremental $92 million in revenue. Discover the results of the 2022 CX Index™ for US banks.
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Right Insights, Right Time: What Is DataComs, And Why Should You Care?

Kim Herrington July 19, 2022
This week, Forrester published Data Communications Will Make Or Break Your Data Literacy Efforts. In this first research report on this topic, clients will discover how closing gaps in communication can ignite insights-driven decision-making. This content will resonate most with people leaders or change agents who are struggling to transport insights-related messages from the top […]
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For CPG Marketing Leaders, Customer Obsession Means Driving Category Growth

Eric Epstein July 13, 2022
“The consumer is our boss.” This statement is at the core of a defining principle at my former employer, Mars, and the spirit of this idea is similarly at the core of many B2C companies’ operating philosophies. Forrester calls putting the customer at the heart of everything you do “customer obsession,” and it’s proven to […]
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Economic Uncertainty: Here’s How Consumers Are Responding

Anjali Lai July 13, 2022
The economic turmoil trailing in the wake of the COVID-19 pandemic is roiling. CMOs cannot simply dust off their recession playbooks from years past and expect to understand — let alone serve — customers today: The unique combination of social, economic, and political tensions in this moment will shape when, where, and why consumers are […]

Drive Engagement With Your Digital Experiences

A five-step breakdown of how to get customers to embrace new digital experiences.

Blog

Picking An Agency To Maximize The Value Of Your First-Party Data

Stephanie Liu June 27, 2022
For B2C marketers, first-party data is a lot like “Zoolander’s” Hansel: “so hot right now.” Facing massive headwinds amid data deprecation, marketers want to capture zero- and first-party data from customers and build direct relationships. In Forrester’s Q1 B2C Marketing CMO Pulse Survey, 2022, a whopping 76% of B2C marketing respondents said that they are […]
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Emotional Quality Of Experiences: The 2022 CX Index Bright Spot

Linda Ivy-Rosser June 27, 2022
Recently Forrester released the US Customer Experience Index Rankings for 2022 and one prominent message was the fall of CX quality across industries (see Figure 1). However, it also revealed a bright spot - the emotional quality of customer experiences remains consistent.  According to the Average US CX Index, 60% of customers expressed they had emotionally positive experiences compared with 62% in 2021 and 60% in 2020. 
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Data Into Dollars: Can You Turn Your Data Into Revenue?

Aaron Katz June 2, 2022
Forrester's research shows that advanced insights-driven businesses were 8.5 times more likely to report at least 20% revenue growth in 2021.
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