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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15 results in Reports

  • Megan Burns
  • Packaged Solutions
  • 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: 2212
  • For Customer Experience Professionals

    Report:The Forrester Wave™: Web Analytics, Q3 2007

    Buyers Must Choose The Level Of Power And Complexity That's Right For Them

    Forrester evaluated the strengths and weaknesses of eight top Web analytics products against 127 criteria. Coremetrics came out as a Leader, with a product suite that balances power, usability, and...

    • Downloads: 1770
  • For Customer Insights Professionals

    Report:Q&A: Five Web Analytics Answers Direct Marketers Must Know

    Web analytics data is one of the few pieces of customer data that direct marketers have not yet integrated into their customer databases. This is a missed opportunity for most direct marketers: Web...

    • Downloads: 1049
  • For Customer Experience Professionals

    Report:Firms Struggle To Measure Customer Experience Across Channels

    Technical And Organizational Silos Hinder Cross-Channel Tracking

    Forrester recently surveyed decision-makers at 41 companies and found that their primary challenges when it comes to customer experience measurement relate to tracking experiences across channels....

    • Downloads: 1060
  • 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: 977
  • For Customer Experience Professionals

    Report:Make The Most Of Web Site Satisfaction Surveys

    Go Beyond Measurement To Modeling And Diagnosis

    Customer satisfaction surveys are popular, but overall satisfaction scores don't produce actionable insights. Firms need detailed data on specific factors that influence visitors' overall perception...

    • Downloads: 871
  • For Customer Experience Professionals

    Report:How Rogers Communications Unified Its Approach To Customer Experience Measurement

    In just 18 short months, customer experience professionals at Rogers Communications (Canada's largest telecommunications company) developed and gained support for a new customer experience...

    • Downloads: 525
  • For Customer Experience Professionals

    Report:Omniture Delivers Powerful Web Analytics For Large Enterprises

    The Forrester Wave™ Vendor Summary, Q3 2007

    Omniture delivers a powerful Web analytics tool that can be tailored to meet almost any need, coupled with an experienced professional services team and the industry's most robust education program....

    • Downloads: 429
  • For Customer Experience Professionals

    Report:Google Analytics Brings Basic Web Analytics To The Masses

    The Forrester Wave™ Vendor Summary, Q3 2007

    Google Analytics released version 2 of its product in May of this year. The tool has a simplified interface that's based on extensive user research and provides context and visualizations that make...

    • Downloads: 391
  • For Customer Experience Professionals

    Report:WebTrends Sets The Standard For Measuring Visitor Engagement

    WebTrends offers a robust analytics platform that is highly customizable and a good fit for large enterprises that have the resources to understand and use the technology to its full potential. As...

    • Downloads: 264
  • For Customer Experience Professionals

    Report:Unica Makes A Strong Entry Into The Web Analytics Race

    Unica entered the Web analytics market with its purchase of Sane Solutions in March 2006. The move is part of the company's plan to build an Online Marketing Management platform as a complement to...

    • Downloads: 233
  • For Customer Experience Professionals

    Report:Coremetrics Delivers The Right Mix Of Features And Service

    The Forrester Wave™ Vendor Summary, Q3 2007

    Coremetrics is once again a Leader in our evaluation of the Web analytics market, with a solid reporting and analysis platform that strikes the right balance of usability and flexibility. The vendor...

    • Downloads: 163
  • For Customer Experience Professionals

    Report:ClickTracks Offers Data Visualization And Basic Analysis At A Low Price

    The Forrester Wave™ Vendor Summary, Q3 2007

    ClickTracks is a small Web analytics vendor that offers basic reporting, strong data visualizations, and some analysis tools — especially visitor segmentation — at a low price. The...

    • Downloads: 108
  • For Customer Experience Professionals

    Report:HBX Analytics Offers An Easy-To-Use Tool For Business Users That Evolves For Future Needs

    The Forrester Wave™ Vendor Summary, Q3 2007

    Visual Site's HBX Analytics platform just barely missed the Leader designation in our evaluation of top Web analytics platforms. Why? Because it offers less flexibility than larger platforms like...

    • Downloads: 86
  • For Customer Experience Professionals

    Report:Visual Site Excels At Sophisticated Analysis

    Visual Site and the underlying Platform 5 technology provide the most powerful data architecture and real-time analysis tools in the industry. The product lacks one critical element for the Web...

    • Downloads: 83