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  • For Customer Insights Professionals

    Report

    Report Q&A: The Secrets Of Successful Segmentation Revealed

    Best Practices For Mastering This Core Customer Analytics Method
    March 1, 2017 | Brandon Purcell

    In the age of the customer, one size fits few. Customer segmentation provides the key to delivering relevant customer experiences, but many customer insights (CI) pros haven't yet mastered...

  • For B2B Marketing Professionals

    Report

    Report Key Tools For The Customer-Obsessed B2B Marketer

    Build Your Competence With Buyer Personas And Journey Maps
    December 30, 2016 | Lori Wizdo

    B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help make...

  • For Customer Experience Professionals

    Report

    Report Brief: The Demise Of The Chinese Group Tour

    Metro China's Travelers Are Going Independent — Are You Ready For Them?
    October 13, 2016 | Riccardo Pasto, Ryan Hart

    Over the past 15 years, China's outbound tourism has changed dramatically and grown to become the largest in the world. Chinese travelers are now younger, more confident, and have higher...

  • For CMO Professionals

    Report

    Report Brief: Introducing Forrester's Empowered Customer Segmentation In Europe

    European Consumer Technographics®
    August 29, 2016 | Anjali Lai

    The age of the customer means that consumers are increasingly empowered by new technologies, rich information resources, and a wide choice of brands. To keep pace with their customers, businesses...

  • For Customer Experience Professionals

    Report

    Report Executive Q&A: Design Personas And Customer Journey Maps

    November 16, 2015 | Tony Costa, Leah Buley

    Personas and customer journey maps are valuable tools that support customer experience (CX) professionals' tactical design decisions and high-level strategic goals of progressing toward...

  • For Application Development & Delivery Professionals

    Report

    Report Bring Design Practices To Application Development

    How Organizations Are Reinventing Requirements Using Agile And Digital Design Approaches
    October 2, 2015 | Kurt Bittner, Allegra Burnette

    Increasing demand for rapid delivery of new application capabilities everywhere has left organizations struggling to reinvent requirements. Leading organizations are combining Agile and development...

  • For Customer Experience Professionals

    Report

    Report Brief: Use An Ethnographic Approach To Enrich Personas For Local Markets

    Localizing Customer Experiences, Part 1
    April 10, 2015 | Ryan Hart

    With customer experience emerging as the new battleground in the fight to win, serve, and retain customers, localization is an urgent and relevant topic for global companies expanding into...

  • For Enterprise Architecture Professionals

    Report

    Report Architecting Digital Business Transformation

    Australia Post's Customer Experience-Driven Enterprise Architecture Guides Pervasive Transformation
    March 31, 2015 | Charlie Dai, Alex Cullen

    Digital technology is transforming markets. Companies engaging in markets undergoing transformation are finding that their traditional products — and their product-centric mindset — no longer...

  • For Enterprise Architecture Professionals

    Report

    Report Brief: Use Personas To Shape Mobile Architecture And Strategy

    Persona Analysis Should Be Part Of Your Architecture Toolkit
    October 14, 2014 | Pamela Heiligenthal

    Mobile projects move at the speed of light to deliver internal and consumer-facing applications. Many of these projects are successful, but others are epic failures. The frequent root causes are...

  • For Customer Experience Professionals

    Report

    Report How To Build A Technology Plan That Sustains Employee Engagement

    Technology Should Provide Employees With Freedom To Act On Customer Needs
    September 16, 2014 | TJ Keitt

    Engaged employees ensure that businesses consistently deliver good customer experiences over time and across channels. But beyond creating a shared understanding of the intended experience,...

  • For Customer Experience Professionals

    Report

    Report Executive Q&A: Customer Experience Rooms

    May 30, 2014 | Samuel Stern

    Customer experience (CX) rooms — immersive, interactive spaces that help employees better understand customers — have emerged as a powerful new tool for improving experiences. For...

  • For Application Development & Delivery Professionals

    Report

    Report Brief: Software Requirements Practices Are Ripe For Disruption

    April 25, 2014 | Kurt Bittner

    Agile approaches and continuous delivery have improved software development, testing, and delivery capabilities, but many organizations find their requirements practices continue to be a source of...

  • For Infrastructure & Operations Professionals

    Report

    Report Left-Shift Technology Monitoring For Success In The Age Of The Customer

    The Technology Concepts Of End User Behavior Monitoring
    February 14, 2014 | John Rakowski

    Technology-based innovation is the key to success in the "age of the customer." Businesses are investing in technologies that not only meet expectations but delight customers and employees, because...

  • For Customer Experience Professionals

    Report

    Report The Services Frontier For The Digital Consumer

    Services For The Digital Self
    February 5, 2014 | John Dalton, Frank E. Gillett

    This report, originally written for CIOs, includes content relevant to chief customer officers. And here's why: As consumers continue to aggregate data — spanning personal and work-related...

  • For Customer Experience Professionals

    Report

    Report How Unified Is Your Customer Experience?

    December 12, 2013 | Ron Rogowski

    Today's customers interact with companies across a range of media and devices, including electronic ads, digital interfaces, phones, and physical spaces. It's the sum of all of these interactions...

  • For Customer Experience Professionals

    Report

    Report Design Lessons From Forrester's 2013 Outside In Award Winners

    A Look Inside The Experience Design Programs At Ally Bank And PwC Australia
    October 31, 2013 | Kerry Bodine, Amelia Sizemore

    In its first annual Outside In Awards, Forrester recognized two winners in the customer experience design category. Financial services provider Ally Bank designed and tested a mobile application in...

  • For Enterprise Architecture Professionals

    Report

    Report Understanding The Methods And Techniques For CX-Driven Transformation

    October 18, 2013 | Derek Miers

    Companies that set out to transform the customer experience (CX) they deliver need to redesign their firms from the outside-in — starting with the experience they want customers to have and...

  • For Customer Experience Professionals

    Report

    Report Lessons In Customer Understanding From Forrester's 2013 Outside In Award Winners

    Practices At Blue Cross Blue Shield Of Michigan And VMware
    October 1, 2013 | Jonathan Browne

    At Forrester's Forum For Customer Experience Professionals 2013, we announced the winners of our first annual Outside In Awards. The awards recognize organizations that excel at the practices...

  • For Customer Experience Professionals

    Report

    Report Five Creative Approaches For Using Personas And Customer Journey Maps Effectively

    September 30, 2013 | Jonathan Browne

    Personas and customer journey maps are central to companies' customer understanding programs. To understand how firms can get the full benefit from these tools, Forrester interviewed both vendor...

  • For CIO Professionals

    Report

    Report Customer Experience Methods Guide Workforce Experience Design

    Employee-Centric Design Ensures Workforce Engagement
    July 18, 2013 | TJ Keitt

    Business leaders are looking to create differentiated workforce experiences that attract, retain, and motivate their employees. However, IT's traditional practice of providing the greatest...

  • For Infrastructure & Operations Professionals

    Report

    Report Build A Road Map For Workforce Computing

    May 10, 2013 | Christian Kane

    This report outlines Forrester's solution to help IT infrastructure and operations (I&O) leaders develop their five-year technology road map for workforce computing. This is important because into...

  • For Customer Experience Professionals

    Report

    Report Tools For Mastering The Customer Experience Ecosystem

    April 9, 2013 | Jonathan Browne

    To make meaningful customer experience improvements, organizations need to align their customer experience ecosystems. That requires understanding customers' deep needs, viewing interactions from...

  • For Customer Experience Professionals

    Report

    Report The State Of The Art Of Personas

    Personas Have Evolved To Support Differentiated Customer Experience Design In The Age Of The Customer
    February 19, 2013 | Jonathan Browne

    Personas offer a proven solution for a common design challenge: Keeping the end user in mind during all phases of design, development, and testing. Recently, shortsighted firms have wrongly...

  • For CMO Professionals

    Report

    Report 2013 B2B CMO Imperatives

    Driving Growth With Customer Insights, Marketing Automation, And Content Marketing
    January 15, 2013 | Sheryl Pattek

    Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must work...

  • For Customer Experience Professionals

    Report

    Report 2013 Customer Experience Predictions

    What Customer Experience Professionals Need To Know About The Year Ahead
    January 3, 2013 | Kerry Bodine, Ron Rogowski

    Over the past two years, consumer technology adoption and market forces have catapulted the field of customer experience into strategic stature. But it will be years before customer experience is...

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