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For Customer Experience Professionals

Prioritize CX Investments By Understanding Empowered Customers

A Technographics® 360 Report

May 29, 2018


  • By Anjali Lai,
  • Margaret Rodriguez,
  • Laura Garvin Tramm
  • with Reineke Reitsma,
  • Roxana Strohmenger,
  • Xiaotong Duan,
  • Rachel Birrell

Why Read This Report

Customers approach your brand with unique expectations and motivations that shape their perception of the quality of your CX. Forrester's Empowered Customer Segmentation measures customers' evolving expectations and identifies their core motivations to help brands predict how customers will perceive certain experiences. We applied our segmentation to Forrester's Customer Experience Index data to reveal how customer demands vary by level of empowerment and to help CX pros prioritize initiatives that resonate with their most empowered customers.

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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.

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Table of Contents

  • Successful CX Requires An Understanding Of Customer Expectations
  • Empowered Customers Respond To Distinct Elements Of CX
  • Recommendations

  • Measure Customer Empowerment And Then Prioritize CX Investments
  • How Forrester Can Help

  • Technographics 360 Delivers A Comprehensive View Of Consumers
  • Supplemental Material
  • Related Research Documents

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