Skip to main content

Save or Share this Report

For Customer Insights Professionals

Come Together (Right Now) To Deliver The Next Best Experience

Vision: The Customer Analytics Playbook

February 12, 2021

Playbook icon

This is the Vision report in The Customer Analytics Playbook For 2021.

Why Read This Report

We're living in the age of the customer, so it's understandable that many companies are striving — and claiming — to be customer obsessed. Yet many still fall short of creating superior customer experiences, even with sophisticated customer analytics in place, because of myopia and internal misalignment. The solution lies in a new customer insights paradigm: the next best experience (NBX). Customer insights (CI) pros need to reevaluate their current analytics practices and embrace the NBX model to become truly customer obsessed. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Today's Customer Analytics Drives Inharmonious Experiences
  • Deliver The Next Best Experience To Rock Your Customers' Worlds
  • Conduct A Synchronized Symphony With Next Best Experience
  • What It Means

  • The Next Best Experience Will Remix Classic Enterprise Hits
  • Supplemental Material
  • Related Research Documents

Recommended Research