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  • Customer Experience Management

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  • For B2C Marketing Professionals

    Report

    Report 2018 Mobile And New Technology Priorities For Marketers

    Why Marketers Must Keep Fixing Their Mobile Basics
    February 23, 2018 | Thomas Husson

    After this year's Consumer Electronics Show in Las Vegas, we expect themes like the internet of things (IoT), chatbots, intelligent agents (IAs)— especially Google Assistant — and artificial...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Make Your Video Shoppable To Boost Online Conversion

    Optimize Your Marketing Video For Commerce
    February 23, 2018 | Brendan Witcher, Nick Barber

    Retailers and brands across all product categories must differentiate themselves online while also finding ways to successfully engage and entertain today's digitally savvy, hyper-stimulated...

  • For CMO Professionals

    Report

    Report Marketing Insights Are The Engine For Customer Obsession

    Intermediate Level: Insights Practices For Marketing Innovation
    February 22, 2018 | Mary Pilecki

    Many marketing organizations have established an insights practice to leverage marketing and customer data for insights that will help their decision making. Once "insights" has become a common...

  • For CMO Professionals

    Report

    Report Seven Steps To Kick Off A Customer-Obsessed Insights Program

    Beginner Level: Insights Practices For Marketing Innovation
    February 22, 2018 | Allison Snow

    There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become...

  • For Customer Experience Professionals

    Report

    Report CX Quality Can Affect Stock Performance

    A Stock Portfolio Of CX Leaders Beat A Portfolio Of CX Laggards
    February 22, 2018 | Dylan Czarnecki, Rick Parrish

    Forrester has proven that customer experience (CX) leaders grow revenue faster than CX laggards, drive higher brand preference, and can charge more for their products. But does good CX also...

  • For CMO Professionals

    Report

    Report Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook
    February 22, 2018 | Melissa Parrish, Caroline Robertson

    To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs through Forrester's marketing innovation...

  • For CIO Professionals

    Report

    Report The Best Tech Leaders Develop Creative People For Customer Obsession

    Advanced Level: People Practices For IT Transformation
    February 20, 2018 | David K. Johnson, Chris Gardner, Marc Cecere

    Companies that are advanced in their IT transformation operate well, but they often innovate and execute inconsistently, with high rates of project failure. The underlying problem is an incomplete...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Assess Your Digital Insurance Capabilities

    Assessment: The Digital Insurance Strategy Playbook
    February 16, 2018 | Oliwia Berdak

    Insurers' digital capabilities are patchy. Agent-based firms have focused on digital advertising to raise brand awareness, while direct firms have prioritized lead generation and conversion. But to...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Track Digital Banking Success With Customer-Centric Metrics

    Performance Management: The Digital Banking Strategy Playbook
    February 15, 2018 | Zhi Ying Ng

    Digital banking success demands new metrics. Typical key performance indicators (KPIs) for digital banking are often product-centric or channel-specific, rather than customer-focused. Digital...

  • For CIO Professionals

    Report

    Report Put Customers At The Center Of Tech Processes

    Intermediate Level: Process Practices For IT Transformation
    February 14, 2018 | Margo Visitacion

    Technology leaders at the intermediate level must advance IT with customer-focused processes that maximize value delivered. Once established practices are in place, it's time to focus on putting...

  • For Customer Experience Professionals

    Report

    Report The UK Traditional Retailers Customer Experience Index, 2017

    How UK Traditional Retailer Brands Earn Loyalty With The Quality Of Their Experience
    February 14, 2018 | Michelle Beeson

    How well do leading traditional retailers (stores and digital) earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 16 traditional retail...

  • For Customer Experience Professionals

    Report

    Report Clear Communication Is Vital For Government CX Success

    Improving How You Communicate Creates A Better Customer Experience — And Improves CX Metrics
    February 14, 2018 | Faith Adams, Rick Parrish

    How well federal agencies communicate with their customers has a surprisingly large impact on the overall customer experience they deliver. This outsized influence can be a game-changer for your...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Case Study: Intesa Sanpaolo Drives A Customer-Obsessed Digital Transformation

    Intesa Sanpaolo Digitizes Its Business Strategy To Boost Its Transformation
    February 13, 2018 | Aurelie L'Hostis

    When Intesa Sanpaolo embarked on its digital business transformation program in 2014, it recognized the need to systematically look through the customer lens to deliver great customer experiences....

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Enterprise Marketing Software Suites, Q1 2018

    Tools And Technology: The Enterprise Marketing Technology Playbook
    February 13, 2018 | Joe Stanhope

    In our 40-criteria evaluation of enterprise marketing software suite (EMSS) providers, we identified the seven most significant ones — Adobe, IBM, Marketo, Oracle, Salesforce, SAP Hybris, and SAS —...

  • For Customer Experience Professionals

    Report

    Report Customers Prefer Hybrid Digital/Physical Experiences

    New Insights From Forrester's Customer Experience Index
    February 9, 2018 | Rick Parrish

    Conventional wisdom states that customers prefer digital experiences. As a result, companies race to create entirely digital experiences to entice customers away from physical channels like call...

  • For CMO Professionals

    Report

    Report Set The Right Metrics To Shape Your Culture

    The State Of Digital Business 2018: Metrics And Culture
    February 8, 2018 | Nigel Fenwick

    Culture remains the No. 1 barrier to successful digital transformation. Evolving your company culture requires an overhaul of employee metrics, especially in teams that marketing works alongside....

  • For Application Development & Delivery Professionals

    Report

    Report The Path To Customer Obsession Is Paved With Enterprise Collaboration

    Vision: The Enterprise Collaboration Playbook
    February 8, 2018 | Art Schoeller

    Businesses rely on an ecosystem that brings together networks of employees, partners, and customers to build and deliver profitable customer experiences. Keeping these disparate groups engaged and...

  • For CMO Professionals

    Report

    Report While Getting Started With Digital, Invest In Technology For Customer Engagement

    Beginner Level: Technology Practices For Digital Business
    February 8, 2018 | Ted Schadler, Bobby Cameron

    Companies beginning as digital businesses have a giant leap to make: They must stop treating technology as a cost center, and start treating it as a source of revenue, agility, and engagement. This...

  • For CMO Professionals

    Report

    Report Create A Customer-Obsessed Brand Experience

    Executive Overview: The Brand Experience Playbook
    February 7, 2018 | Dipanjan Chatterjee

    In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

  • For CMO Professionals

    Report

    Report Case Study: Honda Puts Brand Effectiveness In High Gear With Consumer Neuroscience

    Performance Management: The Brand Experience Playbook
    February 6, 2018 | Dipanjan Chatterjee

    Honda used consumer neuroscience to test several advertising creative executions. This enabled the car company to unearth findings that optimized its campaigns in a way it could never imagine doing...

  • For Enterprise Architecture Professionals

    Report

    Report Use Reference Models And Collaborate With Marketing To Accelerate Your Martech Strategy

    Customer Obsession Requires Working Across Departments
    February 6, 2018 | Gordon Barnett, Rusty Warner

    Creating the broad technology and business alignment necessary for long-term success is dependent on a well-coordinated technology management strategy. Enterprise architecture (EA) professionals...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Omnichannel Mastery: Optimize Fulfillment And Engagement

    Continuous Improvement: The Omnichannel Commerce Playbook
    February 5, 2018 | Brendan Witcher

    Omnichannel fulfillment capabilities — the ability to offer the customer cross-channel visibility and ordering options — have become standard offerings for leading retailers. Many started by...

  • For B2C Marketing Professionals

    Report

    Report Paid Search And SEO Shouldn't Be Your Only Discovery Tools

    Marketers Must Look Beyond Traditional Search To Capture Prospects' Attention
    February 5, 2018 | Collin Colburn

    Customers discover new products and services in many ways, but marketers tend to think only of search, and only on Bing and Google. This report helps B2C marketers think through all the possible...

  • For Customer Experience Professionals

    Report

    Report How To Drive Action With Your Voice Of The Customer Program

    February 2, 2018 | Faith Adams

    Voice of the customer (VoC) programs are still not taken seriously. This is because they struggle to drive action and prove value. To change this, VoC teams must leverage stakeholders across the...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report 2018 Retail Best Practices: Mobile Web

    Apply Lessons Learned From Forrester's Retail Wave™: US Mobile Web, Q4 2017
    February 2, 2018 | Brendan Miller

    Mobile web is booming: We forecast that US retail sales via smartphone will grow at a compound annual growth rate (CAGR) of 18% over the next five years. Plus, smartphones will impact more than...

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