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  • Customer Experience Strategy

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  • For Customer Experience Professionals

    Report

    Report Gauge Your CX Management Maturity

    The Assessment Report In The CX Transformation Playbook
    June 19, 2017 | 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...

  • For Customer Experience Professionals

    Report

    Report The Five Essential Steps To Plan Your CX Transformation

    The Strategy Report In The CX Transformation Playbook
    June 19, 2017 | 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...

  • For Customer Experience Professionals

    Report

    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...

  • For Security & Risk Professionals

    Report

    Report Improve Physical Security And Customer Experience

    S&R Pros Must Develop Five Essential Capabilities In 2017
    March 9, 2017 | Merritt Maxim

    Every customer interaction plays a vital role in shaping that customer's confidence in your brand. While many businesses have heavily invested in optimizing the digital customer experience (CX),...

  • For Customer Experience Professionals

    Report

    Report Embrace Customer Diversity And Inclusion For Business Growth

    Global Leaders Are Embracing Diversity And Designing Inclusive Experiences To Improve Customer Outcomes
    January 25, 2017 | Tom Champion

    Diversity is no longer merely about compliance and talent management. Trailblazing companies and government agencies are designing experiences for their marginalized customers to win in new...

  • For Customer Experience Professionals

    Report

    Report Bridge The Gap From CX Strategy To Digital CX

    Road Map: The Digital Customer Experience Improvement Playbook
    January 23, 2017 | Andrew Hogan

    Even a well-defined customer experience (CX) strategy is no guarantee that your CX ambitions, digital or otherwise, will ever see the light of day. And translating that CX strategy into digital CX...

  • For Customer Experience Professionals

    Report

    Report Drive Revenue With Great Customer Experience, 2017

    Business Case: The Customer Experience Maturity Playbook

    Many customer experience (CX) pros find it hard to show the connection between improving CX and growing revenue. That's why Forrester built models that demonstrate how CX improvements drive revenue...

  • For Customer Experience Professionals

    Report

    Report CX Pros: Strategies For Your First 90 Days On The Job

    Adopt A Two-Phase Program For Success
    January 17, 2017 | Amit Bhatia

    Customer experience (CX) roles are still fairly new to many organizations. Many professionals coming into these positions are new to the role too. In both cases, this creates challenges for CX pros...

  • For Customer Experience Professionals

    Report

    Report How To Build The Right CX Strategy

    Strategic Plan: The Digital Customer Experience Improvement Playbook
    January 10, 2017 | Deanna Laufer

    Unless you have a well-defined customer experience (CX) strategy, your CX will be haphazard at best and fail to deliver sustainable benefits. This report tells CX professionals how to develop a...

  • For Application Development & Delivery Professionals

    Report

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

    Strategic Plan: The Digital Experience Delivery Playbook
    December 20, 2016 | 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...

  • For Customer Experience Professionals

    Report

    Report Customer Experience Takes Center Stage In The Future Of Retail

    Forward-Looking Retailers Reshape The Chinese Market With Online-To-Offline Strategies And Lifestyle Shopping
    December 16, 2016 | Riccardo Pasto

    Mobile commerce and online-to-offline (O2O) strategies are driving consumer spending and making China the new frontier of innovative retail strategies. Instead of wiping out brick-and-mortar...

  • For Customer Experience Professionals

    Report

    Report Brief: What CX Pros Can Learn From Pokémon Go

    Anticipatory CX Meets Augmented Reality In This Worldwide Smash Hit
    October 17, 2016 | Ryan Hart, James L. McQuivey

    The Pokémon Go phenomenon has washed across the globe like a tsunami, and while the pace at which it is subsiding is as rapid as its inundation, it leaves valuable customer experience (CX) lessons...

  • For Customer Experience Professionals

    Report

    Report Brief: When To Rethink Even A Successful CX Strategy

    October 12, 2016 | Deanna Laufer

    Most organizations treat customer experience strategic planning as an annual or biannual event triggered by the calendar. Not so for customer-obsessed organizations: Their planning efforts are...

  • For Customer Experience Professionals

    Report

    Report Executive Q&A: Top 10 Customer Experience Strategy Questions Answered

    Strategic Plan: The Customer Experience Maturity Playbook
    September 2, 2016 | Deanna Laufer

    Most firms aspire to be the customer experience (CX) leader in their industry or even a leader across all industries. To achieve this weighty goal, they'll need (among other things) a shared...

  • For Customer Experience Professionals

    Report

    Report A Picture's Worth 1,000 CX Strategy Slides

    The Right Way To Illustrate Your Customer Experience Vision To Achieve Clarity And Buy-In
    May 5, 2016 | Deanna Laufer

    Firms build great customer experiences on solid strategies that people sharing a common vision execute. But most companies will find that their employees and executives lack a shared understanding...

  • For Customer Experience Professionals

    Report

    Report Anchor Your CX Strategy In Customer Understanding

    November 24, 2015 | Deanna Laufer

    Great customer experiences stem from a company's deep understanding of its customers' motivations, goals, and behavior. This understanding is fundamental to breaking the cycle of asking and...

  • For CMO Professionals

    Report

    Report The Forrester Wave™: Digital Experience Service Providers, Q4 2015

    Digital Customer Experience Strategy And Design Capabilities Are Key Differentiators For CMOs
    November 4, 2015 | Sarah Sikowitz, Anjali Yakkundi

    In Forrester's 31 criteria evaluation of digital experience service providers, we identified the 11 most significant services providers in the category — Accenture Interactive, Deloitte Digital,...

  • For Customer Experience Professionals

    Report

    Report Executive Q&A: Success Secrets From Senior Customer Experience Executives

    How CX Leaders Address Issues Like Organizational Structure, Measurement, And Corporate Buy-In
    May 6, 2015 | Samuel Stern

    At Forrester, we spend most of our day thinking about the challenges that customer experience (CX) professionals face. Some of these challenges are evergreen, like who in the organization is...

  • For Enterprise Architecture Professionals

    Report

    Report Great CX Strategies Need EA Insight

    EA Pros Must Influence And Shape Actionable CX Strategy
    April 30, 2015 | Gordon Barnett

    A recent Forrester survey of customer experience (CX) professionals found that only 15% of CX initiatives are very or extremely effective. In many cases, there was little or no collaboration...

  • For Customer Experience Professionals

    Report

    Report Mobilize Your Customer Experience Strategy

    February 13, 2015 | Deanna Laufer

    Great customer experiences are built on solid strategies executed by people sharing a common vision. But if they look closely, most companies will find that their employees don't have a shared...

  • For Customer Experience Professionals

    Report

    Report Case Study: Best Western Great Britain Wins Validation For Customer Experience Strategy

    July 9, 2014 | Deanna Laufer

    In 2010, Best Western International in Great Britain was a midmarket brand struggling to stand out in a sea of budget hotels and prove its value to customers. Partnering with customer experience...

  • For Customer Experience Professionals

    Report

    Report Five Tools To Close Customer Experience Strategy Gaps

    June 9, 2014 | Paul Hagen

    In today's age of the customer, firms need to build customer experience into the overall company strategy — rather than bolting it on as an afterthought. To align employees and partners, customer...

  • For Customer Experience Professionals

    Report

    Report Customer Experience Strategy: Build It In; Don't Bolt It On

    May 20, 2014 | Paul Hagen

    It's the age of the customer, where a shift in competitive forces makes old approaches to strategy obsolete. To adapt, firms need to build customer experience into the overall company strategy —...

  • For CMO Professionals

    Report

    Report How To Build Your Brand Through Customer Experience

    May 6, 2014 | Tracy Stokes

    Forrester's consumer research confirms the strong relationship between the quality of a brand's customer experience and loyalty measures like willingness to consider the brand for repeat purchase...

  • For Customer Experience Professionals

    Report

    Report Case Study: Rogers Communications Pilots A New Customer Experience Strategy

    August 9, 2013 | John Dalton, Amelia Sizemore

    In 2011, the customer experience team at Rogers Communications, Canada's largest telecommunications carrier, was beating its collective head against a wall — how could it operationalize its newly...