Best Practice Report

How To Increase Your Firm’s Appetite For Customer Understanding

Lay The Groundwork For A Modern Research Practice

April 1st, 2019
Kelly Price, null
Kelly Price
With contributors:
David Truog , Amelia Nickels , Shayna Neuburg


Customer experience pros know that customer understanding is crucial for creating successful experiences, but often lack the buy-in they need from their colleagues to do the research required. This report outlines the steps customer experience (CX) pros should take, in four phases, to get support for research to help guide their firms toward more customer-centric decision-making.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.