The CX Cast

Perception, with all its nuances, is often misunderstood. And yet, it’s core to the very definition of “customer experience” — customers’ perceptions of their interactions with a company. In this episode, Forrester Analyst Kelly Price helps us understand the dynamics of customers’ perceptions and how to account for their complexity in structuring customer research — […]

For our bicentennial, we’re reflecting on the biggest themes of the podcast. We discuss the evolution of customer and user experience practices; the greatest challenges that persist; and we lay out the strategic work that firms have yet to master.

Companies depend on their employees to deliver high-quality customer experience (CX). And employees depend on companies to provide tools and design processes that enable them to effectively serve customers. In this episode, we lay out the organizational, managerial, and technological changes that must happen to enable workers to deliver the business’ intended CX. Click the title below […]

Customers interacting with your company right now are forming perceptions that will determine whether they engage with you again. But do you know how those interactions shape perceptions? You’d better, if you want your design efforts to advance your business goals. It’s not enough to spot a market need, roll out innovations, and move product. You […]

For most organizations, there are many more potential customers than they realize in their target market whose needs are different from those of their imagined “average” customer. Firms that design for that diversity can reach more of their target market, access new ones, avoid legal troubles, and cut costs — by shifting to inclusive design, […]

Companies are starting to combine data science and design to create data-fueled products based on pattern-finding algorithms. But it’s not going well: Many companies are hurting their customers and therefore the business. So we researched how to do it right, and in this episode, Principal Analyst Andrew Hogan previews his findings. Click the title below […]

CX pros often feel trapped by their voice-of-the-customer (VoC) vendor — even when the vendor falls short on meeting basic expectations. That’s because the complexity associated with switching vendors makes customer experience (CX) pros struggle to accept that a change is essential to achieving their CX transformation goals. To help CX pros be more confident […]

A wave of so-called digitally native direct-to-consumer (DTC) startups, like Casper and Dollar Shave Club, have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their own direct strategies. But without understanding why consumers are trying these new brands and how their expectations are evolving, traditional organizations’ […]

This is the second half of our conversation with Jeff Gothelf, co-author of both Lean UX and Sense & Respond, in which we discuss: what it means for organizations to gather and respond to feedback in realtime, why that even matters, how employees will have to work differently to support that model, and how it […]

In this two-part series with Jeff Gothelf, co-author of both Lean UX and Sense & Respond, we discuss: what it means for organizations to gather and respond to feedback in realtime, why that even matters, how employees will have to work differently to support that model, and how it all fails if managers don’t take […]

To get beyond stagnating CX quality, organizations need to modernize how they do customer research — using it to guide better tactical and strategic decisions across the firm. But even those that have managed to spread an appetite for better research often struggle. In this episode, Forrester analyst Kelly Price explains how to overcome the […]

The debate about the importance of employee experience (EX) is moving into a new phase. It’s no longer a question of whether EX is important. Now the debate is about which EX elements matter most. To answer that question, Forrester deployed a new survey to 13,800 global workforce employees in seven countries over two years, […]

To remain competitive in a world of increasingly connected customers, businesses have turned to the latest digital technologies to improve employees’ productivity, collaboration, and connection to customers. While these investments are necessary, they often introduce a heavy price: rampant workplace distraction. Analyst Andrew Hewitt joins us in this episode explain how technology leaders and designers […]

A well-designed employee experience (EX) makes employees feel more connected to the overall organization, motivating them to invest their time and talent in doing great work. EX professionals create employee personas to guide them as they design and build new employee experiences that serve diverse needs. Forrester Analyst Angelina Gennis joins us in this episode […]

Brands’ moral, social, and political values are now a core issue for most consumers. Unfortunately, companies lack a systematic approach to bringing their own values to life in the experiences they deliver, leading to high-profile flubs. Our values-based experience framework clarifies companies’ nine possible relationships with values. Customer experience professionals should use this framework to […]

Good CX governance facilitates the creation of great experiences. To get it right, CX pros must consider three levels of CX governance. At the top, executive-level CX steering committees make key decisions about the experience. Below that, CX pros create processes for employees like designers and project teams to follow. And at the lowest level, […]

Organizations that want to provide great customer experience (CX) reliably must master CX management because even a track record of high-quality CX is no guarantee it will continue. Mature CX management means performing key activities across the six essential competencies of CX management — with discipline. In this episode, Principal Analyst Rick Parrish explains what […]

Design thinking has historically enjoyed “blind support” among executive leaders based on its perceived value. However, many of these same leaders now find themselves under mounting pressure to show the return on their investments (ROI) in the practice. So Forrester built a Total Economic Impact™ (TEI) model to help. It quantifies the value of design […]

Asking for honest and open feedback from customers is a no-brainer for customer-centric organizations. But structured surveys, and even open-ended text boxes, aren’t conducive to getting honest feedback from most customers. That’s why Airbnb changed the game — they enable customers to share perspective on their own terms by recording and submitting videos of themselves […]