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• Report The Design Industry, 2021

  March 18, 2021 | Andrew Hogan

  This report estimates the size of the global design industry in 2021. The industry is in the middle of a surge in interest and activity from both buyers and providers of design technology and...

• Report The State Of CX Management Maturity, 2020

  The Benchmark Report In The CX Transformation Playbook

  March 16, 2021 | Rick Parrish

  A track record of providing high-quality customer experience (CX) is no guarantee of future CX success — especially in the wake of the COVID-19 pandemic, which turned traditional customer behavior...

• Report Your CX Vision: How To Create A Customer Experience Vision To Guide Transformation

  March 15, 2021 | Angelina Gennis

  A customer experience (CX) vision is a clear and concise statement a company uses internally to educate and align everyone from the C-suite on down about the overall experience it aspires to...

• Report Evolve Your Culture Work Practice

  Advanced Level: Culture Practices For CX Transformation

  March 5, 2021 | Angelina Gennis

  This report about culture work — one of the six competencies of customer experience (CX) — is for CX transformation leaders whose companies: 1) follow an effective and documented process for how to...

• Report Establish Your Culture Work Practice

  Beginner Level: Culture Practices For CX Transformation

  March 5, 2021 | Angelina Gennis

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

• Report Scale Your Culture Work Practice

  Intermediate Level: Culture Practices For CX Transformation

  March 5, 2021 | Angelina Gennis

  This report about culture work — one of the six competencies of customer experience (CX) — is for CX transformation leaders whose companies already follow an effective and documented process for...

• Report Gauge Your CX Management Maturity

  The Assessment Report In The CX Transformation Playbook

  March 1, 2021 | Rick Parrish

  Customer experience (CX) transformations require a methodical approach that ensures thousands of people can work together to consistently produce the right experiences across scores of channels....

• Report Geopolitical Disruption Demands Local Trust

  CMOs At Global Brands Must Pivot To Truly Multilocal Operations

  February 11, 2021 | Thomas Husson

  Even before COVID-19, significant economic, political, and tech trends were fragmenting the global order. The pandemic's economic and social crises and associated geopolitical shifts will drive...

• Report Five Steps To Enable Customer Experience Delivery

  Beginner Level: Enablement Practices For CX Transformation

  February 5, 2021 | TJ Keitt, Angelina Gennis, Samuel Stern

  Companies depend on their employees to deliver high-quality customer experience (CX). And employees depend on companies to provide tools and design processes that enable them to effectively serve...

• 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 Improving CX Through Business Discipline Drives Growth

  The Vision Report In The CX Transformation Playbook

  January 25, 2021 | Harley Manning, Rick Parrish

  As power shifts from businesses to customers, more firms respond by transforming their customer experience (CX) in an effort to retain or gain market share. That's a rational response because CX...

• 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 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 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...

• 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 Digital CX And Design Trends, 2020

  May 20, 2020 | Andrew Hogan, Gina Bhawalkar, Jennifer Wise

  Eight trends in 2020 are shaping how experience design (XD) professionals and their companies should improve their customers' experiences with digital touchpoints, from apps to websites to Alexa...

• Report Six Ways You Should Use The Federal Stimulus To Drive Customer Obsession

  April 9, 2020 | Rick Parrish, TJ Keitt, J. P. Gownder

  The Coronavirus Aid, Relief, and Economic Security (CARES) Act features nearly $1 trillion in benefits to businesses. How will your company use its share? In this report, we detail six ways that...

• Report Design Your Customer Success Program To Drive Value For Your Business

  February 5, 2020 | TJ Keitt

  Robust customer success management (CSM) programs require significant investments in people, business process improvements, and supporting technologies. But how do you fund this effort? The answer...

• Report Research Overview: The Design Revolution

  A Customer Experience Guide To Advancing Your Design Maturity, Overcoming Myths About Design, And Staffing For Good Design

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

  This document is a short overview of the "Design Revolution" series with links to the documents it contains. The series lays out for experience design (XD) professionals and their colleagues the...

• Report Bridge The Seams In Mobile Banking Experiences

  Digital Feature Fix: Reduce Friction And Improve Cross-Channel UX

  October 4, 2019 | Gina Bhawalkar, August du Pont

  Banks continue to expand their mobile experiences to include new features and content aimed at letting customers manage their finances from a mobile device. But with these additions, banks often...

• Report CX NYC 2019 Day Two Highlights: Humanizing Radical CX Innovation

  Top Takeaways About Employee Experience, Moments That Matter, And Differentiating With Privacy

  August 15, 2019 | Harley Manning

  Customer expectations continue to rise faster than companies are making customer experience (CX) improvements. At this year's CX NYC Forum, analysts and practitioners shared new ways for CX pros to...

• Report Tips For Scaling Your Design Thinking Practice

  July 30, 2019 | Ryan Hart

  Design thinking practitioners still struggle to garner and maintain support for their methodology. This report offers proven methods for overcoming common obstacles that customer experience (CX)...