Search Results

• Report Why And How To Lead A CX Transformation

  The Executive Overview Of The CX Transformation Playbook

  January 27, 2021 | David Truog

  A laser-like focus on CX is the best path to business success. Forrester has proven this by analyzing major brands' financial results and showing that they correlate with how customers perceive...

• 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 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...

• Blog 2021年预测：信任、安全与包容性将成为客户体验的核心所在

  January 5, 2021 | David Truog

  在2021年，新冠疫情对客户体验（CX）及相关职业的影响将比2020年更大，尤其表现在信任、安全与包容性方面。...

• Report The Forrester Digital Experience Review™: US Investing Websites, Q4 2020

  Fidelity Leads With A Breadth Of Functionality, While TD Ameritrade Delivers A Strong User Experience

  December 29, 2020 | Vijay Raghavan, David Truog

  Investment firms' websites have become hubs for their clients' investing activities and financial planning decisions. To gauge the ease and effectiveness of the experiences these websites offer, we...

• Report Ingredients Of Great Design: Conquer Six Myths

  Principles: The User Experience Playbook

  December 15, 2020 | David Truog, Gina Bhawalkar, Karine Cardona-Smits

  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 The Design Revolution

  Vision: The User Experience Playbook

  December 11, 2020 | David Truog, Gina Bhawalkar, Karine Cardona-Smits

  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...

• 

  Webinar Customer Experience Predictions 2021: Trust And Zero UI

  December 9, 2020 | David Truog, Tristan Back

  Customer experiences (CX) and the work of the people who create them evolve continually, but the pandemic has been changing CX faster than ever — and those changes will accelerate in 2021....

• Blog Predictions 2021: Trust, Safety, And Inclusion Will Be At The Core Of Customer Experience

  October 23, 2020 | David Truog

  In 2021, the pandemic will affect customer experiences and the CX profession even more than it has in 2020, especially in terms of trust, safety, and inclusion. Consumers have been jolted into a...

• Blog The Future Of Buying Is Using

  September 21, 2020 | David Truog

  Buying products and services is an everyday activity for most people, but it’s been changing fast — and the change has been driven by four forces that three of my Forrester colleagues and I...

• Blog Vast, Fast, And Relentless: The Future Of How People Buy

  September 9, 2020 | David Truog

  The way people buy products and services has been evolving rapidly, and the fast and furious pace is only accelerating — sinking some companies while creating immense opportunity for others, new...

• Report Vast, Fast, And Relentless: Consumer Buying Enters A New Era

  What B2C Businesses Need To Know To Survive And Thrive In The Next Decade

  August 11, 2020 | Sucharita Kodali, Anjali Lai, Joe Stanhope

  It won't be news to anyone that consumers are more empowered than ever, but it's hard to pin down in precisely what ways they're empowered and how that changes the way businesses must serve them....

• 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...

• Blog Customers Are Staying Home — So Prioritize Digital UX

  March 27, 2020 | David Truog

  With customers worldwide coping with the pandemic, companies need to recalibrate customer experience (CX) efforts, and with most people cooped up at home, it’s suddenly more important than ever to...

• Blog Three Steps To Improving Customer Experience In The Middle Of The COVID-19 Pandemic

  March 16, 2020 | David Truog

  Everyone, including your customers, is suddenly focused on the COVID-19 pandemic. Should you recalibrate your customer experience (CX) efforts in response? Yes. Many of the specifics vary by...

• Report Forrester's Top Customer Experience Research Findings Of 2019

  February 21, 2020 | Rick Parrish, Gina Bhawalkar, Angelina Gennis

  Forrester's customer experience (CX) research team published more than 100 reports in 2019. In this review, we pull our most important CX findings — across a range of topics — out of those reports...

• Blog CX In France: French Customers Expect Better

  February 11, 2020 | David Truog

  « Les français sont exigeants » is how I summarized Forrester’s findings about the quality of customer experience in France last week at Paris Tendances 2020 — translation: “The French are...

• Blog Empirical Innovation: Prioritize Evidence Over Instinct To Innovate Successfully

  November 18, 2019 | David Truog

  Everyone’s striving to innovate, from startups to established behemoths nurturing intrapreneurial efforts. But few truly succeed. Why? A recent study found that: The most common reason why startups...

• Blog Who Should Design: Blend Democratization, Expertise, And Representativeness

  November 13, 2019 | David Truog

  I recently interviewed John Maeda (tech and design luminary and author and now chief experience officer at Publicis Sapient) as part of my research for our Design Revolution series. In a...

• Blog Deep Design: Designing Well Combines Art And Science

  October 31, 2019 | David Truog

  As part of Forrester’s research about design, I recently reached out to frog design —  famous for its 50 years of iconic work for companies like Apple and Sony and more recently for Disney...

• Blog The Design Revolution — And The Six Myths That Undermine Your Design Efforts

  October 28, 2019 | David Truog

  In a conversation I had recently with Prudential Financial VP and head of design, Paul Strike, he pointed out that at many leading companies now: Design is at the forefront, right from the...

• Report Empirical Innovation: Prioritize Evidence Over Instinct To Innovate Successfully

  A Design Revolution Series Report

  October 17, 2019 | David Truog, Kelly Price, Gina Bhawalkar

  Many companies mistakenly believe that effective design is driven by instinct, not research, or that research is a "nice to have" that's too time-consuming. But instinctive design relies on...

• Report Why And How To Iterate: Deliver Value And Quality To Reveal And Meet User Needs

  A Design Revolution Series Report

  October 17, 2019 | David Truog, Gina Bhawalkar, Karine Cardona-Smits

  Iterating is key to designing well. And design often must mesh with Agile, in which iterating is also key. Why do design and Agile both use iteration? Because iterating produces insight into what...

• Report Who Should Design: Blend Democratization, Expertise, And Representativeness

  A Design Revolution Series Report

  October 17, 2019 | David Truog, Gina Bhawalkar, Karine Cardona-Smits

  Some companies believe design success is a matter of training employees in design thinking. Others entrust designing only to professional designers. Both approaches are wrong. Firms need both...

• Report Deep Design: Designing Well Combines Art And Science

  A Design Revolution Series Report

  October 17, 2019 | David Truog, Gina Bhawalkar, Karine Cardona-Smits

  Many companies treat design as if it were only about look and feel and see it as a discipline suited primarily to people with artistic inclinations — a risky mistake. This report for experience...