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.

Education

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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41 results in Reports

  • Megan Burns
  • Customer Intelligence
  • 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: 3140
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2014

    How good is the customer experience at your company — as rated by your own customers? This report helps answer that question by providing benchmarks of the quality of customer experience for...

    • Downloads: 2536
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2013

    How good is the customer experience at your company — as rated by your own recent customers? This report answers that question by providing benchmarks of the quality of customer experience for...

    • Downloads: 2567
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2011

    Consumers Rate The Customer Experience Across 153 Large US Brands

    To assess the state of customer experience in 2011, Forrester asked more than 7,700 US consumers about their interactions with a variety of companies. Based on their responses, we calculated Customer...

    • Downloads: 2771
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2012

    This report outlines the business case for customer experience professionals seeking to discover the business benefits of improving customer experience in an experience-driven organization. Years of...

    • Downloads: 2531
  • 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: 1766
  • For Customer Experience Professionals

    Report:Three Steps To Better Web Site Performance Metrics

    We interviewed measurement specialists at leading companies and interactive agencies to determine how they select the right Web site performance metrics. Through our analysis of their responses, we...

    • Downloads: 1464
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2010

    What A Higher Customer Experience Index Score Can Do For Revenue

    To help customer experience professionals prove the business value of a better enterprise customer experience, we built simple models that show how revenue increases when a company's Customer...

    • Downloads: 1648
  • For Customer Experience Professionals

    Report:How Companies Improved Their Customer Experience Index Scores, 2013

    Every year, Forrester uses the results of its Customer Experience Index benchmark to see which firms made big strides in the race for customer experience excellence. This report summarizes what we...

    • Downloads: 1276
  • For Customer Experience Professionals

    Report:How Companies Raised Their Customer Experience Index Scores, 2011

    To understand how companies drive customer experience improvement, Forrester spoke to leaders at brands having Customer Experience Index (CxPi) scores that went up appreciably in 2011. We uncovered a...

    • Downloads: 1426
  • For Customer Experience Professionals

    Report:How Much Will Your Web Site Metrics Improve?

    To help customer experience professionals estimate how far their Web site metrics are likely to move as a result of improvements in the customer experience, we aggregated data on the impact of more...

    • Downloads: 1218
  • For Customer Experience Professionals

    Report:Introducing Forrester's Next-Generation Customer Experience Index

    Great Customer Experiences Create And Sustain Customer Loyalty

    For the past seven years, Forrester has used its Customer Experience Index (CXi) to benchmark how consumers rated their interactions with hundreds of brands in the US and, more recently, in Europe...

    • Downloads: 1107
  • 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: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: 1015
  • For Customer Experience Professionals

    Report:The US Customer Experience Index, Q1 2015

    Benchmarks: The Customer Experience Maturity Playbook

    Three-quarters of companies want to improve their customer experience (CX) in 2015. Forrester's first US Customer Experience Index (CX Index™) benchmark of 2015 sets the baseline that will tell...

    • Downloads: 1058
  • 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: 1047
  • 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: 1057
  • 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: 851
  • For Customer Experience Professionals

    Report:The Customer Experience Quality Framework

    Measure Experience Quality From The Customer's Perspective

    To evaluate customer experience quality, firms need a measurement framework that is complete, coherent, and looks at the world from the customer's perspective. That's why we've created Forrester's...

    • Downloads: 1069
  • For Customer Experience Professionals

    Report:What Drives A Profitable Customer Experience

    The Most Critical Factors In The CX-Loyalty Equation Across 17 Industries

    Firms have no shortage of ideas on how to improve customer experience (CX). What many haven't had is a good way to prioritize those ideas — until now. Forrester recently conducted a survey of...

    • Downloads: 907
  • For Customer Experience Professionals

    Report:Better Customer Experience Correlates To Higher Net Promoter Scores

    Credit Card Companies And Wireless Service Providers Benefit From Higher Net Promoter Scores Through Better Customer Experience

    Net Promoter Score (NPS) is a wildly popular tool for assessing customers' likelihood to recommend a company's product or service. As valuable as NPS can be, by itself, the "one number you need to...

    • Downloads: 879
  • 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: 961
  • 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: 860
  • For Customer Experience Professionals

    Report:How Companies Improved Their CXi Scores, 2012

    Forrester spoke to leaders at brands whose Customer Experience Index (CXi) scores went up appreciably in 2012. Our goal was to understand what drove those customer experience improvements. The...

    • Downloads: 809
  • For Customer Experience Professionals

    Report:Customer Experience Index, 2011: Health Insurance Plans

    Health Insurance Plans' Improvement Efforts Are Starting To Pay Off . . . Slowly

    Health insurance plans as an industry had the lowest average score in Forrester's Customer Experience Index, 2011. But the news isn't all bad. Companies like Tricare and Kaiser had scores in the...

    • Downloads: 864