Predictions Report

Predictions 2021: Customer Insights

October 20th, 2020
Faith Adams, null
Faith Adams
Cinny Little, null
Cinny Little
Jim Nail, null
Jim Nail
With contributors:
Gene Leganza , Daniel Weber


In 2021, customer insights (CI) leaders will begin to invest in emotion analytics techniques, shifting 10% of their budgets. To get a better payoff from their customer insights, some firms will reorganize across their customer experience (CX) and CI organizations, deploying insights change agents with key human skills in existing positions at individual contributor and management levels. 2020 showed the limits of predictive modeling as customer behavior changed drastically, and analytically driven firms will turn to the technique of reinforcement learning to find the next best experience for each customer. In this report, we explore Forrester’s predictions for customer insights in 2021.

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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.