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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report Gear Up For Experience Design

    Tools And Technology: The User Experience Playbook
    January 21, 2021 | David Truog

    Companies investing in better user experience (UX) need tools for experience design (XD) but face a complex provider landscape spanning 19 categories of digital services and products. These tools...

  • Report Agile And Design Teams: Better Together

    Improve CX And EX With Great Collaboration Between Designers And Developers
    January 21, 2021 | Karine Cardona-Smits

    Companies are adopting agile frameworks and adding designers to their delivery teams to improve digital experience development efforts. But these two constituencies don't rely on the same workflow,...

  • Report Why And How To Master Experience Design

    Executive Overview: The User Experience Playbook
    January 21, 2021 | David Truog

    As customers gravitate to digital more than ever, companies are prioritizing user experience (UX). Why this response? Because experience quality can make or break a business, and the range from bad...

  • Report Establish Your Experience Research Practice

    Beginner Level: Research Practices For CX Transformation
    January 21, 2021 | Kelly Price

    This report about experience research — one of the six competencies of customer experience (CX) — is for CX transformation leaders whose companies don't yet follow an effective and documented...

  • Report Evolve Your Experience Research Practice

    Advanced Level: Research Practices For CX Transformation
    January 21, 2021 | Kelly Price

    This report about experience research — one of the six competencies of customer experience (CX) — is for experience research leaders who have scaled up their practice, so their companies: 1) follow...

  • Report Scale Your Experience Research Practice

    Intermediate Level: Research Practices For CX Transformation
    January 21, 2021 | Kelly Price

    This report about experience research — one of the six competencies of customer experience (CX) — is for experience research leaders who have established a solid practice, so their companies...

  • Report Customer Service Shines Through The Crisis

    How Top Firms In Asia Pacific Differentiated With Customer Service For Better Customer Experiences
    January 19, 2021 | Amit Bhatia, Vasupradha Srinivasan

    As businesses coped with a string of crises in 2020, customer service was a crucial part of the response; sometimes, it was the only point of contact for customers in trouble. We interviewed three...

  • Report How To Scale Your Design Organization

    Roadmap: The User Experience Playbook
    January 7, 2021 | Gina Bhawalkar

    The surge in demand for experience design (XD) requires that you answer a hard question as a design leader: How can your XD organization scale up? This report explains how, based on best practices...

  • Report Forrester Infographic: Brand Communication And Action Drive Perception For Indian Banks

    December 30, 2020 | Amit Bhatia

    Apart from spawning a health crisis in 2020, the pandemic inevitably also created an economic one, pushing financial institutions into the spotlight. Like their global peers, banks in India strove...

  • Report Singapore Banking Customers Prefer Hybrid Experiences

    Delight Customers With The Best Of Both Worlds: Digital And Physical
    December 18, 2020 | Tom Mouhsian

    Our annual CX Index and financial services studies offer fresh perspectives on what customers like, trust and prefer. In this report, we focus on customer experiences that take place in both...

  • Report Ingredients Of Great Design: Conquer Six Myths

    Principles: The User Experience Playbook

    Many companies striving to get better at designing experiences won't. Why? Because they fall for widespread myths about what design is, who should be involved in it, and how to do it well. For...

  • Report Five Ways To Ensure Deep Collaboration Between Marketing And Customer Experience

    Employ Them All To Ensure Consistently On-Brand Interactions That Drive Customer Loyalty
    December 14, 2020 | Rick Parrish

    Marketers and CX professionals are out of touch with today's business realities. While companies pursue business models that scramble traditional customer lifecycles, marketing and CX functions...

  • Report Your Brand's Customer Experience Depends On Partner And Customer Understanding

    Best Practices For Qualitative And Quantitative Research With And About Partners
    December 14, 2020 | Angelina Gennis, Sam Karpinski

    B2B2C firms looking to improve the end-customer experience must first understand the current experience — not just of the customers but of the partners who deliver those experiences as well. This...

  • Report How B2B2C Companies Can Invest In Their Partners And Boost Everyone's Bottom Lines

    Enable Your Partners To Maximize Efficiency And Increase Revenue
    December 14, 2020 | Angelina Gennis, Sam Karpinski

    B2B2C companies face a difficult challenge: How can they provide reliable, consistently excellent, and on-brand experiences to their end customers when they don't own all of the customer...

  • Report The Design Revolution

    Vision: The User Experience Playbook

    Companies are prioritizing design because of seismic shifts in the dynamics of value, experiences, and power that are making user experience (UX) matter more than ever. But many firms undermine...

  • Report Case Study: Nissan Transforms CX And EX Through Seven Customer Journeys

    How Nissan Embraced A Journey-Centric Operating Model To Deliver Customer Value And Business Growth
    December 10, 2020 | Joana de Quintanilha

    Since 2018, Nissan has been on a path to transform its legacy systems and operating model to create a best-in-class integrated customer journey in order to grow its customer base, reduce costs, and...

  • Report Innovate Successfully: Future-State Journey Mapping

    October 20, 2020 | Gina Bhawalkar, Joana de Quintanilha, Jennifer Wise

    Companies pursue innovation to succeed but often miss the mark because their efforts aren't rooted in customer understanding and don't deliver value. Customer experience (CX) pros can help, using a...

  • Report Design For Confidence

    In Uncertain Times, Your Customers Want Certainty More Than Ever
    August 10, 2020 | Andrew Hogan, Senem Guler Biyikli

    Facing the COVID-19 pandemic, customers are battling uncertainty from all corners, needing confidence more than ever. Many companies strive for experiences that are seamless, easy, or beautiful,...

  • Report Virtual Journey Mapping For Effective Remote Collaboration In Times Of Crisis And Recovery

    Use Virtual Journey Mapping To Optimize Customer And Employee Journeys
    August 7, 2020 | Joana de Quintanilha

    In today's pandemic environment, customers' needs are shifting: They're adopting never-before-seen behaviors and engaging more digitally. It's more crucial than ever to understand how your...

  • Report The Massive Business Leadership Opportunity For Analyst Relations During A Pandemic

    Deploy Mission-Critical Insight
    August 4, 2020 | Kevin Lucas

    A pandemic shakes up a vendor and its analyst relations (AR), leaving AR uncertain about where to focus. Its instinct is to protect its existing AR program, which typically prioritizes influence....

  • Report Operational AR During A Pandemic

    Adjust Your Approach To Deliver Value Continuously
    August 4, 2020 | Kevin Lucas

    A pandemic shakes up a vendor and its analyst relations (AR), leaving AR people uncertain about where to focus. Their instinct is to protect their existing AR programs, but new vendor priorities...

  • Report Customer Engagement During A Pandemic: Best Practices Illustrated

    Use Our Customer Engagement Checklist To Vet Your Campaign
    July 21, 2020 | Amit Bhatia

    Plummeting sales in the wake of COVID-19 has made relentless customer engagement the new black. As brands flood customers with pandemic-related messages, their quality and relevance can quickly...

  • Report CX Essentials

    The Basics Of Customer Experience In Plain Language CX Pros Can Use To Explain It To Colleagues
    July 21, 2020 | David Truog

    Many business and technology leaders undermine their own companies and careers when they make decisions related to customer experience (CX). How? By basing their decisions on a wrong understanding...

  • Report The ROI Of Design Thinking: Part 2, How To Calculate

    Find Your Organization's ROI Using Forrester's Total Economic Impact Methodology
    July 15, 2020 | Benjamin Brown, Sam Karpinski

    In part 1 of this two-part series on the ROI of design thinking, Forrester found that three-quarters of projects can return double their investment (or more) in design thinking — with a median...

  • Report Enterprises Must Have One VoC Program, Not Many

    Why Enabling A Cross-Channel View Is Critical To CX Transformation
    July 13, 2020 | Faith Adams

    As customers cross multiple channels and lines of business while engaging with a brand, the ability to visualize and understand their journeys often eludes companies. This happens when companies...

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