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  • 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 Customer Experience Professionals

    Report

    Report Customers Need A Reason To Remember You

    Use Strategically Placed Signature Moments To Create Memories
    April 20, 2017 | Ryan Hart

    Customer experience (CX) pros must understand that customers won't remember their experiences with the brand unless it evokes a memorable emotion or two. The irony is that the more friction-free...

  • For Customer Experience Professionals

    Report

    Report Customer Experience Pros: Keep The AI Bandwagon From Getting Off Track

    Building Compelling AI-Powered Experiences Requires A Four-Tiered Framework
    April 18, 2017 | TJ Keitt, Rob Koplowitz

    Companies are leaping at the chance to infuse their digital experiences with artificial intelligence (AI). Consider that it took less than a year for developers to build more than 30,000 chatbots...

  • For Customer Experience Professionals

    Report

    Report Cultural Bias In CX Studies: Real, But Not As Relevant As You Think

    Quantifying Cultural Bias In Customer Experience
    April 12, 2017 | Kyle Steinhouse

    Improving customer experience (CX) is a vital business priority. But for global brands, measuring and reporting CX can be tricky. Are intercountry differences in CX metrics due to cultural biases...

  • For Customer Experience Professionals

    Report

    Report The Forrester Wave™: Customer Feedback Management Platforms, Q2 2017

    Ten Providers That Matter And How They Stack Up
    April 10, 2017 | Maxie Schmidt-Subramanian

    In our 39-criteria evaluation of customer feedback management platform providers, we identified 10 vendors that matter — Clarabridge, Confirmit, InMoment, MaritzCX, Medallia, NICE, Qualtrics,...

  • For Customer Experience Professionals

    Report

    Report Pivot To Person-First Personalization

    Lead With Customer Goals To Improve Customer Experience And Business Results
    April 6, 2017 | Jennifer Wise, Andrew Hogan

    Personalization is all the hype, and for good reason: Consumers expect brands to leverage the data they exchange to deliver better experiences. But many personalized experiences today miss the...

  • For Customer Experience Professionals

    Report

    Report New Robots, VR, AI, And IoT Need CX Help

    Hot Tech Leaves Humans In The Cold At Mobile World Congress 2017
    April 5, 2017 | Jennifer Wise

    To gauge the state of the art in interaction technologies, Forrester tried out new offerings at Mobile World Congress 2017. This report highlights the most significant ones, points out some of...

  • For Customer Experience Professionals

    Report

    Report Q&A: Seven Questions CX Pros Should Ask Before Diving Into Text Analytics

    How To Make The Most Of Unstructured Customer Feedback

    For complete customer understanding, customer experience professionals must harness both structured and unstructured customer feedback. Text analytics helps mine unstructured data to understand...

  • For Customer Experience Professionals

    Report

    Report Chinese Banks Must Embrace Customer Experience To Achieve Sustainable Growth

    Traditional Banks Need To Up Their CX Game To Stay Relevant In An Increasingly Competitive Market
    March 20, 2017 | Riccardo Pasto

    To achieve sustainable business growth in an increasingly competitive market, Chinese banks can no longer rely on commoditized products and services. Innovative banks that create value for their...

  • For Customer Experience Professionals

    Report

    Report Harness The Power Of Emergent Behavior To Design Great Employee Experiences

    March 20, 2017 | Samuel Stern

    Disengaged employees cost US firms hundreds of billions of dollars in lost productivity. That's just one reason why CX professionals should use their design and observation skills to enhance the...

  • For Customer Experience Professionals

    Report

    Report How Companies Improved Their CX Index Scores, 2016

    March 14, 2017 | Harley Manning, Dylan Czarnecki

    Forrester interviewed customer experience (CX) professionals at brands that showed the biggest year-over-year improvement in Forrester's Customer Experience Index (CX Index™) from 2015 to 2016. We...

  • For Customer Experience Professionals

    Report

    Report Executive Steering Committees: Critical For CX Transformation Success

    Foster Executive Buy-In By Involving Them In CX Decision Making
    March 1, 2017 | Samuel Stern

    CX professionals and their teams need the support of the entire organization to create and deliver great experiences in a sustainable way. The most important group of colleagues to work with is...

  • For Customer Experience Professionals

    Report

    Report Good News And Bad News For Federal Digital Customer Experience

    Insights From Forrester's Consumer Technographics® Survey
    February 22, 2017 | Rick Parrish

    Thanks to the Obama administration's final push to improve the federal digital customer experience (CX), customers are using and enjoying most digital channels more than ever. The bad news is that...

  • For Customer Experience Professionals

    Report

    Report Digital Customer Experience Trends, 2017

    Landscape: The Digital Customer Experience Improvement Playbook
    February 7, 2017 | Allegra Burnette, Tony Costa

    In 2016's edition of this report about digital customer experience (CX) trends, Forrester identified the rise of conversational interfaces and concierge services. In this year's report, we examine...

  • For Customer Experience Professionals

    Report

    Report How To Do Research For Customer Journey Mapping

    January 26, 2017 | Tony Costa

    Conducting research for a customer journey mapping effort involves more than learning what customers do, interact with, think, and feel. To yield meaningful benefits, CX pros must gather research...

  • 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 How Emerging Technology Is Changing CX

    Continuous Improvement: The Digital Customer Experience Improvement Playbook
    January 24, 2017 | Kelly Price, Tony Costa

    New technologies offer opportunities to connect with customers by designing more appealing experiences. But if those experiences aren't rooted in customer centricity, they won't win hearts and...

  • For Customer Experience Professionals

    Report

    Report Designing For Emotion

    Tap Into The Full Scope Of Emotion To Go Beyond Delight
    January 24, 2017 | Allegra Burnette, Kelly Price

    Emotion is the key driver of customer experience (CX) quality, but few companies recognize how much it matters. And even companies that do and try to design for emotion rarely tap its full...

  • 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 Play The Long Game For CX Transformation

    Lessons Learned From Speakers At Forrester's CX Europe 2016 Forum

    To win the long game of customer experience (CX) transformation, CX professionals must have a CEO mandate, an outside-in perspective, an innovation mindset, and disciplined execution. At...

  • For Customer Experience Professionals

    Report

    Report The Truth About Customer-Centric Org Structures: They're The Icing, Not The Cake

    Organization: The Customer Experience Ecosystem Playbook
    January 20, 2017 | Samuel Stern

    Our research into companies that deliver superior customer experience (CX) showed that operating under a customer-centric organizational structure does not predict success. Instead, CX pros manage...

  • For Customer Experience Professionals

    Report

    Report Journey Mapping Must Keep Up With Customer Expectations In A Rising Economy

    Indian Firms Should Follow Global Best Practices To Address Journey Mapping Shortcomings
    January 19, 2017 | Amit Bhatia

    India's economy is among the world's fastest-growing today. Indian customers are becoming more demanding and more empowered with technology. Understanding customers' evolving needs is critical for...

  • For Customer Experience Professionals

    Report

    Report Getting To Yes: Five Strategies To Earn Cooperation From CX Ecosystem Stakeholders

    Performance Management: The Customer Experience Ecosystem Playbook
    January 18, 2017 | Rick Parrish

    With customer experience (CX) competition intensifying, businesses must look beyond mere cosmetic CX makeovers. To solve the root causes of CX problems and create truly differentiated experiences,...

  • 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 Five Things CX Pros Should Know About Service Design

    January 18, 2017 | Ryan Hart

    At its core, the practice of service design borrows from the human-centered and iterative elements of design thinking and applies them across a service journey of sequential interactions. Customer...

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