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• Report AI 2.0: Upgrade Your Enterprise With Five Next-Generation AI Advances

  Advanced Level: Technology Practices For Insights-Driven Businesses

  February 9, 2021 | Kjell Carlsson, PhD, Brandon Purcell, Mike Gualtieri

  Just when you thought you knew what AI could and couldn't do, it quietly gets a radical upgrade. Five key advances redefine AI use cases and break the chains that have shackled enterprise AI...

• Report The Five Essential Steps To Plan Your CX Transformation

  The Strategy Report In The CX Transformation Playbook

  January 25, 2021 | Harley Manning, Sam Karpinski

  Customer experience (CX) transformations are huge, complex, and expensive. That's why, as a CX transformation leader, you need to craft a plan detailing why and how you want to transform your...

• 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 The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

  Tools and Technology: The Omnichannel Advertising Playbook

  July 30, 2020 | Mary Pilecki, Sarah Dawson, Collin Colburn

  Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is...

• Report The US Customer Experience Index, 2020

  How Brands Build Loyalty With The Quality Of Their Experience

  June 15, 2020 | TJ Keitt

  As brands grapple with changing consumer behaviors thanks to COVID-19, how well have they built loyalty with the quality of their customer experience (CX)? This year, we reveal the scores of all...

• Report Delight The Right Customers To Build A Successful Business

  June 9, 2020 | TJ Keitt

  Businesses often chase high overall customer experience (CX) scores. But these beacon metrics, which measure the average experience across all customers, provide limited insights to business...

• Report Expectations And Experiences: The Impact Of Your Customers' Expectations On CX Quality

  May 26, 2020 | Joana de Quintanilha, Victoria McRitchie

  Achieving excellent customer experience (CX) requires exceeding expectations — Forrester's Customer Experience Index (CX Index™) data proves it — but most brands are merely meeting expectations or...

• Report Now Tech: Creative Advertising Technologies, Q2 2020

  Forrester's Overview Of 23 Creative Advertising Technology Providers

  May 15, 2020 | Joanna O'Connell

  You can use creative advertising technologies (adtech) to realize creative production efficiencies, improve ad performance, and increase creative relevancy for consumers. But to realize these...

• Report The Forrester Streaming Media Wave™: US Apps, Q4 2019 (Updated Q2 2020)

  Netflix, Hulu, And Amazon Prime Set The Bar For Most New Entrants

  May 13, 2020 | Jim Nail, Andrew Hogan

  Competition for the time and dollars of US streaming service consumers is about to get intense. The recent entries of Apple TV+ and Disney+ and the impending launch of Warner Media's upgrade to HBO...

• Report The Forrester Tech Tide™: Data Management, Q1 2020

  Intermediate Level: Data Practices For Insights-Driven Businesses

  January 23, 2020 | Noel Yuhanna

  Data management is increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in data management, companies are evaluating and adopting a...

• Report The France Retail Customer Experience Index, 2019

  How French Retail Brands Earn Loyalty With The Quality Of Their Experience

  January 21, 2020 | Karine Cardona-Smits, Michelle Beeson, Luis Deya

  How well do leading retail brands earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 19 retail brands that were analyzed as part of the...

• Report The Canada Digital Retailers Customer Experience Index, 2019

  How Canadian Digital Retail Brands Earn Loyalty With The Quality Of Their Experience

  January 21, 2020 | Harley Manning, Sam Karpinski

  How well do leading digital retail brands earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 11 digital retail brands that were analyzed...

• Report The UK Retail Customer Experience Index, 2019

  How UK Retail Brands Earn Loyalty With The Quality Of Their Experience

  January 16, 2020 | Karine Cardona-Smits, Michelle Beeson, Luis Deya

  How well do leading retail brands earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 18 retail brands that were analyzed as part of the...

• Report The Australia Customer Experience Index, 2019

  How Brands Build Loyalty With The Quality Of Their Experience

  November 19, 2019 | Riccardo Pasto

  How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 31 brands across three industries and the federal...

• Report The UK Customer Experience Index, 2019

  How Brands Build Loyalty With The Quality Of Their Experience

  November 13, 2019 | Joana de Quintanilha

  How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 36 brands across five industries in the UK CX Index....

• Report Predictions 2020: Media

  Streaming Wars, Podcasts, And Further Fragmentation Will Dominate The Media Industry In 2020

  October 29, 2019 | Collin Colburn, Joanna O'Connell, Jim Nail

  2020 will kick off a new decade for the media industry, with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group...

• Report The US Digital Retailers Customer Experience Index, 2019

  How US Digital Retail Brands Earn Loyalty With The Quality Of Their Experience

  September 9, 2019 | Fiona Swerdlow, Michelle Yaiser

  How well do leading digital retail brands earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 11 digital retail brands that were analyzed...

• Report Amazon Will Disrupt The Advertising Ecosystem

  Is Your Company Prepared?

  September 3, 2019 | Collin Colburn

  Amazon Advertising experienced explosive growth in 2018. The advertising industry is abuzz about this new entrant and its chances of taking down the current duopoly, Facebook and Google. This...

• Report The Adaptive Thinker: Flex Between Divergent And Convergent Thinking To Win

  August 15, 2019 | Joana de Quintanilha

  Every business runs on thinking, mostly in two modes: divergent and convergent. Yet individuals and organizations tend to favor one mode over the other when they shouldn't — or misapply them. This...

• Report Data-Fueled Products: How To Thrive On The Design And Data Science Collision

  August 9, 2019 | Andrew Hogan

  Companies are starting to combine data science and design to create data-fueled products based on pattern-finding algorithms. But it's not going well: Many companies are hurting their customers and...

• Report Now Tech: Omnichannel Media Management, Q2 2019

  Forrester's Overview Of 24 Omnichannel Media Management Providers

  June 14, 2019 | Joanna O'Connell

  An omnichannel media management approach can improve business performance, boost operational efficiency, and deliver better consumer experiences. But to realize these benefits in today's fragmented...

• Report The Future Of Machine Learning Is Unstoppable

  April 25, 2019 | Mike Gualtieri, Brandon Purcell, Kjell Carlsson, PhD

  Machine learning (ML) is the fundamental building block of artificial intelligence (AI). It can make predictions. It can make decisions. It can recognize patterns. It scales enterprise "smarts" by...

• Report Intelligent Agents Can't Answer Commercial Voice Searches

  Alexa, Siri, Google Assistant, And Cortana Fail Our Marketing Tests

  April 24, 2019 | Collin Colburn, Arleen Chien

  The notion of voice search completely upending B2C marketers' current search marketing strategies is premature. To understand today's commercial opportunities for brands across Amazon Alexa,...

• Report Digital CX Trends, 2019

  Digital CX And Human-Centered Experience Design Align — At Last

  April 22, 2019 | Andrew Hogan, Gina Bhawalkar, Kelly Price

  Digital CX is changing: As it encompasses more capabilities like voice, connected devices, and notifications, customer experience (CX) pros and their companies can no longer take a...

• Report At A Glance: Master Digital Voice Experiences

  A Digital Voice Experience Series Report

  March 27, 2019 | Jennifer Wise

  Digital voice interfaces are hot: New voice-activated devices are hitting the market, customers are buying them, and brands are rushing to create voice experiences for customers to use. Yet many of...