Megan Burns

Vice President, Principal Analyst serving Customer Experience PROFESSIONALS

Megan Burns is a VP, principal analyst serving Customer Experience Professionals. She has spent more than 15 years helping companies use technology to make life better and easier for everyone. Megan joined Forrester's CX practice in 2006, focusing initially on measuring CX quality and understanding its link to financial results. In 2009 she shifted focus to the broader topic of CX maturity, publishing Forrester's CX Maturity Framework in 2010. That framework defines the essential habits that every company needs to design, deliver, and evolve CX in a disciplined way and is the foundation of the book Outside In.

Megan also leads Forrester's semiannual benchmark of CX quality at nearly 300 large US firms, called the Customer Experience Index (CX Index™), and she co-developed the CX Index methodology. She recently launched a new stream of research on the role of emotion CX based on the strong connection between emotion and loyalty in CX Index data.

As an accomplished public speaker, Megan frequently presents at events in the CX space earning top scores from attendees for her presentations. She has been quoted in media outlets like The Wall Street Journal, Forbes, Fortune, The Los Angeles Times, Internet Retailer, CRM Magazine, and B2B Magazine.

Previous Work Experience

Before joining Forrester, Megan spent several years defining online customer experiences for B2C and B2B websites at AT&T. She worked with lines of business to define key features for the carrier's eCommerce, online customer service, and online marketing websites and acted as the liason between development teams, business partners, and external design agencies. Prior to her time at AT&T, Megan spent time at both Intel and IBM as a software engineer.


Megan holds a master's degree in software engineering from Carnegie Mellon University, where she specialized in user and business requirements. She also holds a Bachelor of Science degree in computer science from Rensselaer Polytechnic Institute.

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24 results in Reports

  • Megan Burns
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2012

    This report provides benchmarks of the quality of customer experience at major companies. It should be used to help customer experience professionals set goals and optimize as they transform their...

    • Downloads: 3144
  • For Customer Experience Professionals

    Report:Websites That Don't Support Customers Waste Millions

    This report is an update to "Web Sites That Don't Support Customers' Goals Waste Millions" originally published on February 17, 2010. To understand the effect of poor website usability, Forrester...

    • Downloads: 2193
  • For Customer Experience Professionals

    Report:Customer Experience Predictions For 2009

    Five Things Every Customer Experience Professional Should Think About

    The definition of what makes a "great" customer experience is constantly changing. To help firms keep up, Forrester identified five things that we expect to influence the definition of customer...

    • Downloads: 1605
  • For Customer Experience Professionals

    Report:Need To Cut Costs? Improve The Web Site Experience

    When the economy is in trouble, most executives start looking for ways to cut costs from their budgets. Customer experience professionals should take advantage of this situation and promote improving...

    • Downloads: 1225
  • For Customer Experience Professionals

    Report:How Companies Improved Their Customer Experience Index Scores, 2014

    Processes: The Customer Experience Maturity Playbook

    Forrester interviewed customer experience (CX) professionals at brands that showed the biggest year-over-year improvement in our annual CX benchmark. We asked them what they and their companies did...

    • Downloads: 1059
  • For Customer Experience Professionals

    Report:How Satisfied Are Consumers With Web Site Experiences In 2010?

    Consumers Rate Their Satisfaction With 87 Web Sites Across 13 Industries

    Forrester recently asked US online consumers to rate their satisfaction with Web site experiences at companies they've done business with across multiple industries. When the results were tallied,...

    • Downloads: 1315
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2011

    Improvements Can Add More Than $1 Billion In Revenue For Wireless Carriers And Hotels

    Customer experience professionals must clearly articulate the business benefits of improving customer experience. Years of Forrester data confirm the strong relationship between the quality of a...

    • Downloads: 1391
  • For Customer Experience Professionals

    Report:Bulletproof Your Business Case For Improving Customer Experience

    To help customer experience professionals deliver compelling business cases, Forrester has created the Business Case Review Checklist For Customer Experience Professionals. This checklist should be...

    • Downloads: 1035
  • For Customer Experience Professionals

    Report:Executive Q&A: Forrester's Customer Experience Index

    To help customer experience professionals get the most from Forrester's Customer Experience Index (CXi) research, we've summarized answers to the 10 most frequently asked questions we get from...

    • Downloads: 864
  • For Customer Experience Professionals

    Report:The State Of Customer Experience, 2011

    Companies Have Lofty Goals But Aren't Doing What It Takes To Reach Them

    To assess the state of customer experience in 2011, Forrester surveyed 118 customer experience professionals around the globe. More than two-thirds said that their firms aim to differentiate based on...

    • Downloads: 1116
  • For Customer Experience Professionals

    Report:Model The ROI Of Customer Experience Improvement Projects: A How-To Guide

    Proving the business value of a better customer experience is a top priority for customer experience leaders. To help, we've identified a six-step process that lets even financial novices model the...

    • Downloads: 1003
  • For Customer Experience Professionals

    Report:Better Customer Experience Correlates To Higher Net Promoter Scores For Banks And Retailers

    Investments in customer experience improvements are likely to drive a higher Net Promoter Score (NPS). Forrester tested the strength of the correlation between customer experience quality — as...

    • Downloads: 967
  • For Customer Experience Professionals

    Report:How Satisfied Are Consumers With Phone Experiences In 2010?

    Consumers Rate Their Satisfaction With Phone Experiences Across 13 Industries

    For many companies, the phone is a major channel through which they interact with customers. Forrester surveyed 4,653 consumers to find out how satisfied they were with the phone interactions they...

    • Downloads: 761
  • For Customer Experience Professionals

    Report:How Chief Customer Experience Officers Gain Active Executive Support

    To be successful, chief customer experience officers (CC/EOs) need a coalition of top executives who take an active role in transforming the organization. While most executives support the idea of...

    • Downloads: 792
  • For Customer Experience Professionals

    Report:Map User Goals To Business Objectives

    Focus On The Right Customer Goals To Drive Business Success

    Customer experience professionals spend much of their time thinking about how to help users accomplish their goals online. But it's equally important for them to think about how user success or...

    • Downloads: 643
  • For Customer Experience Professionals

    Report:The US Customer Experience Index, Q3 2015

    Benchmarks: The Customer Experience Maturity Playbook

    Forrester's Customer Experience Index (CX Index™) helps customer experience (CX) professionals understand the ups and downs of CX quality over time. The CX Index franchise scores more than 900...

    • Downloads: 415
  • For Customer Experience Professionals

    Report:The Web Measurement Planner's Checklist

    To maximize their Web analytics investments, more companies are hiring Web data specialists. In spite of that, many analysts say they still spend the bulk of their time responding to fire drills that...

    • Downloads: 445
  • For Customer Experience Professionals

    Report:Five Secrets Of Effective Customer Experience Steering Committees

    Customer experience (CX) steering committees add value by coordinating CX efforts that span silo boundaries. We interviewed leaders of CX steering committees at various firms to learn what helps...

    • Downloads: 457
  • For Customer Experience Professionals

    Report:How Disciplined Is Your Customer Experience Management?

    To succeed in today's business climate, companies must consistently deliver a good customer experience. Unfortunately, few firms have what it takes to do that because they lack systems for...

    • Downloads: 453
  • For Customer Experience Professionals

    Report:Executive Q&A: Multivariate Testing

    Many Web site owners test site designs with real users to prove which ones produce the best results. And more than 75% of them plan to increase their level of testing in 2007. Site owners have two...

    • Downloads: 355
  • For Customer Experience Professionals

    Report:Hiring The Right Customer Experience Team For Greater CX Maturity

    Although customer experience (CX) teams need a diverse mix of skills, they're typically too small to afford an army of specialists. In fact, many CX leaders have just one or two direct reports when...

    • Downloads: 431
  • For Customer Experience Professionals

    Report:Case Study: Cardinal Health's Grassroots Customer Experience Evangelism Reaches The C-Suite

    For the last four years Cardinal Health has been on a journey toward Experience-Based Differentiation. At many firms, that journey starts at the highest levels of the organization, but at Cardinal...

    • Downloads: 366
  • For Customer Experience Professionals

    Report:Ten Things To Know About Forrester's Customer Experience Index

    Frequently Asked Questions About The Customer Experience Index Methodology, Diagnostic Tool, And Benchmark

    Companies need a way to measure changes in the quality of their own customer experience (CX) and how it compares with the one that competitors deliver. Forrester's Customer Experience Index...

    • Downloads: 241
  • For Customer Experience Professionals

    Report:Close The Experience Gaps With The Right Business Technology

    Closing The Experience Gaps

    Companies that want to improve customer experience will increasingly rely on technology to close gaps in performance, convenience, personalization, and trust. Forrester has created a catalog showing...

    • Downloads: 168