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  • Customer Understanding

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  • For Customer Insights Professionals

    Report

    Report Continually Optimize Experiences To Differentiate And Compete For Customers

    Processes: The Digital Intelligence Playbook
    November 1, 2017 | James McCormick

    Competing for empowered customers and keeping up with their shifting digital expectations means that firms must always be evolving their digital experiences. This is only achievable through a...

  • For Customer Experience Professionals

    Report

    Report How To Run A Co-Creation Journey Mapping Workshop

    Discover CX Improvements By Understanding Customer Behaviors And Emotions
    July 13, 2017 | Riccardo Pasto

    Firms struggle to produce complete, actionable customer insights because they don't invest in qualitative research on their customers. With co-creation journey mapping, customer experience (CX)...

  • For Customer Experience Professionals

    Report

    Report Build Real Customer Understanding

    How To Avoid Research Pitfalls And Achieve Insight Instead
    December 27, 2016 | Kelly Price

    Customer experience (CX) professionals know that the first step on the path to delivering good experiences is doing research to understand their customers. Yet many fail to recognize that it's easy...

  • For Customer Experience Professionals

    Report

    Report Case Study: Etsy Invests In Customer Understanding To Steer Growth

    June 21, 2016 | Allegra Burnette, Kelly Price

    Customer understanding is the bedrock of great customer experience (CX). However, many firms struggle to build customer research programs that produce the aligned and actionable insights to drive...

  • 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 Enrich Customer Life-Cycle Understanding With Customer Journey Maps

    Join Marketing And CX To Drive Value
    July 31, 2015 | Sarah Sikowitz

    Customer experience is rapidly increasing in importance across all phases of the customer life cycle — including early phases that have traditionally been the exclusive purview of marketing. As...

  • For Customer Experience Professionals

    Report

    Report Understanding The Impact Of Emotion On Customer Experience

    Emotionally Savvy Brands Combine CX Discipline With Empathy To Make Customers Smile
    July 13, 2015 | Megan Burns

    Companies work hard to improve customer experience (CX) but often emphasize its utilitarian aspects of effectiveness and ease rather than emotion — how interactions make customers feel. This report...

  • For Customer Insights Professionals

    Report

    Report Personal Identity And Data Management Success Starts With Customer Understanding

    March 17, 2015 | Fatemeh Khatibloo

    With the increase in high-profile data breaches and the recent Federal Trade Commission (FTC) settlements that hold Facebook, Google, and Twitter accountable to strict privacy audit guidelines,...

  • For Customer Experience Professionals

    Report

    Report Brief: Key Takeaways From Forrester's 2014 Customer Experience Forum East

    Market Leaders Turn To Customer Understanding And Design To Deliver Great Experiences

    At Forrester's Forum For Customer Experience Professionals East, speakers presented best practices and case studies that showed how they are coping with a new, more competitive era for customer...

  • For CIO Professionals

    Report

    Report The Age Of The Customer Redefines Technology Management Archetypes

    The CIO's Dual Agenda — Both BT And IT — Requires Customer Understanding And Responsiveness
    April 1, 2014 | Bobby Cameron

    CIOs now face a dual agenda — BT and IT. This is the age of the customer: a 20-year business cycle in which the most successful companies will reinvent themselves to systematically understand and...

  • For Customer Experience Professionals

    Report

    Report Key Takeaways From Forrester's 2013 Customer Experience Forum West

    CX Leaders Highlight Customer Understanding And Culture
    December 17, 2013 | John Dalton, Amelia Sizemore

    At Forrester's 2013 Forum For Customer Experience Professionals West in Los Angeles, speakers representing industries ranging from hospitality to windshield repair presented best practices for...

  • 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 Executive Q&A: Customer Understanding For Customer Experience Management

    October 12, 2012 | Jonathan Browne

    Compelling customer experiences stem from a company's deep understanding of its target customers' goals and behaviors. This requires uncovering customer needs in a disciplined manner. This report...