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The Digital Customer Experience Improvement Playbook For 2019

Improve Your Digital Customer Experience

The boundary between digital and physical keeps getting blurrier, and emerging tech like virtual reality and AI-powered chatbots is going mainstream. This is raising the bar for customer experience...

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  • Report The Hierarchy Of Moments: How To Deliver Your Brand Promise In Moments

    Watch This Video To Learn About Forrester's Hierarchy Of Moments Framework
    April 4, 2019 | Kelly Price

    Designing great customer experiences and building great digital experiences requires understanding the moments that matter to your customers — but achieving that understanding is easier said than...

  • Report How To Increase Your Firm's Appetite For Customer Understanding

    Lay The Groundwork For A Modern Research Practice
    April 1, 2019 | Kelly Price

    Customer experience (CX) pros know that customer understanding is crucial for creating successful experiences but often lack the buy-in they need from their colleagues to do the research required....

  • Report The Australian Government's Customer Experience Affects Mission Outcomes

    Insights From Forrester's Customer Experience Index
    March 29, 2019 | Riccardo Pasto, William Willsea

    Like most global citizens, Australians rate their government's customer experience (CX) as poor. In this report, we measure the impact of the government's CX on its mission performance with our...

  • Report Forrester's Top Customer Experience Research Findings Of 2018

    February 22, 2019 | Rick Parrish

    Forrester's customer experience (CX) research team published more than 100 reports in 2018. In this review, we pull our most important CX findings — across a range of topics — out of those reports...

  • Report The Five Essential Steps To Plan Your CX Transformation

    The Strategy Report In The CX Transformation Playbook
    February 19, 2019 | Harley Manning

    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 What's New In Service Design And What It Means For CX Pros

    Highlights From The 2018 Global Service Design Conference With Forrester's Analysis
    February 13, 2019 | Karine Cardona-Smits

    What's the latest in service design, and what does it mean for customer experience (CX) professionals? Forrester attended the 2018 Service Design Global Conference in October to investigate, and we...

  • Report The Winning Way To Plan Customer Research

    Use Forrester's Customer Research Canvas To Drive The Why, What, How, And Who Of Your Research Efforts
    February 12, 2019 | Kelly Price, Gina Bhawalkar

    Although companies increasingly recognize that if they want to improve CX significantly, they can't skip customer research, Forrester consistently hears from CX pros who struggle to conduct the...

  • Report Case Study: How Digital And CX Teams Collaborate To Deliver On Brand Promise

    Aon Adapts To A Changing Market Landscape And Increased Customer Expectations
    January 17, 2019 | Michael Barnes

    Financial services firms, including those in wealth management and retirement planning, are struggling to thrive in a disrupted market. They're challenged to reinvent often mature brands, deliver a...

  • Report Case Study: How CX And Digital Teams Collaborate To Deliver On Brand Promise

    Aon Adapts To A Changing Market Landscape And Increased Customer Expectations
    January 11, 2019 | Michael Barnes

    Financial services firms, including those in wealth management and retirement planning, are struggling to thrive in a disrupted market. They're challenged to reinvent often mature brands, deliver a...

  • Report Innovate Your Business Model To Drive A CX Advantage

    Build A Robust Innovation Strategy Around The Customer
    January 8, 2019 | Ryan Hart

    Leading companies recognize that to maintain a differentiated CX advantage over their competitors, they must do more than incrementally fix and improve existing experiences. Companies gunning to...

  • Report Top Research For CIOs: Customer Experience

    Help Your Firm Realize The Value Of Superior CX
    December 11, 2018 | Matthew Guarini

    In the age of the customer, the ability to deliver a quality experience to your customers is a key differentiator. Position yourself to be the company that customers love, trust, and come back to,...

  • Report Why EX? Why Now?

    Your Blueprint For Converting Interest In Employee Experience Into Rock-Solid Support
    November 27, 2018 | Samuel Stern, Andrew Hewitt

    Employee experience (EX) is having its moment: We hear more interest now than ever before from our clients. That's not surprising in this tight labor market where Millennials make up an ever-larger...

  • Report Forrester Infographic: Why EX? Why Now?

    A Visual Summary Of Your Blueprint For Converting Interest In Employee Experience Into Rock-Solid Support
    November 26, 2018 | Samuel Stern, Andrew Hewitt

    Employee experience (EX) is having its moment: We hear more interest now than ever before from our clients. That's not surprising in this tight labor market where Millennials make up an ever-larger...

  • Report Gauge Your CX Management Maturity

    The Assessment Report In The CX Transformation Playbook
    October 29, 2018 | Rick Parrish

    Customer experience (CX) transformations don't happen by accident. They require a methodical approach that ensures thousands of people can work together to consistently produce the right...

  • Report Modernize Your Customer Research

    Technologies And Techniques For Faster, Better Customer-Centric Decision Making
    October 2, 2018 | Kelly Price

    Customer experience (CX) pros know how critical research is for great experience design, but colleagues in other functions often believe research takes too much time. So they view it as a hindrance...

  • Report Demystifying The Language Of CX And UX

    Essential Definitions For Your Execs To Avoid Making Misguided Strategic Decisions About CX And UX
    October 2, 2018 | David Truog

    CX and UX pros can't go it alone — you need your colleagues to be onboard, to deliver the right experiences to your customers. The foundation for this is a shared understanding of what you're...

  • Report The Top 14 Hacks For Your CX Business Case

    Nail The Mechanics Of Your ROI Model And Compel Executives To Invest In CX
    August 24, 2018 | Maxie Schmidt-Subramanian

    In a recent survey, only 14% of CX professionals strongly agreed that the return on investing in CX is well established in their firms. To be fair, that's partly because building a compelling CX...

  • Report Your Digital Experience Technology Strategy Starts With A Customer Journey Map

    Strategic Plan: The Digital Experience Delivery Playbook
    August 15, 2018 | Ted Schadler

    As firms like REWE Group and Schneider Electric have learned, digital experience strategy shapes the technology you need — an investment that can take five years and cost between $20 million and...

  • Report CX Strategy Essentials

    Create An Actionable CX Strategy That Helps Achieve Business Goals
    July 30, 2018 | Ryan Hart

    Talk to 10 different customer experience (CX) professionals and you may get 10 different definitions of a CX strategy. While a CX strategy may take various forms and serve a variety of purposes,...

  • Report Root Your CX Vision In Your Brand

    Brands Must Keep Their Promises With CX
    April 26, 2018 | Ryan Hart, Dipanjan Chatterjee

    Forrester predicted in 2018 that brands that own their values will break away from those that merely borrow them. This means that companies that deliver authentic brand-anchored experiences will...

  • Report Adobe's Challenge To Marketers Will Require That They Join Forces With CX Pros

    Adobe Summit 2018 Charts The Right Path — But One That Will Need Deeper Customer Centricity For Success
    April 10, 2018 | Gina Bhawalkar

    Forrester attended Adobe's 2018 Summit for digital marketers to understand the vendor's vision and product enhancements and how they align with the customer goals for which CX and UX pros advocate....

  • Report Avoid These 14 CX Misconceptions

    March 19, 2018 | Rick Parrish, Kelly Price, Ryan Hart

    To provide a great customer experience (CX) reliably and efficiently, companies must master all six competencies of CX management (CXM). However, misconceptions can cause even the most experienced...

  • Report Creating Powerful Customer Experiences In A Low-Engagement Industry

    Answer Five Key Questions To Transform CX In The Retirement Sector
    October 13, 2017 | Tom Champion

    Delivering exceptional customer experiences (CX) in low-engagement industries is hard. This is particularly true for the retirement planning sector, which is typically both heavily regulated and...

  • Report The Perspective Problem In The Customer Life Cycle

    Your Company Undermines Profits By Misprioritizing Life Cycle Phases — Help It Stop
    August 28, 2017 | David Truog

    The classic customer life-cycle diagram is useful but gives equal weight to every phase — which does not reflect reality. And many companies ignore whether any phase is more important than any...

  • Report Customer Empathy: Three Essential Strategies For Cultivating It In Your Organization

    April 26, 2017 | Tony Costa

    To deliver great customer experiences, companies need high levels of customer empathy. Without it, CX efforts risk becoming self-serving and disconnected from customer needs, expectations, and...