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• For eBusiness & Channel Strategy Professionals

  Report

  Report Our Favorite Mobile Websites, And How They Did It

  Five Case Studies Show How To Reinvent Your Mobile Website

  July 21, 2017 | Danielle Geoffroy, Ted Schadler

  Few customers and even fewer prospects will use your app — but they will visit your website on their phones. Alas, when they arrive, their experience pales in comparison to your app — and even your...

• For eBusiness & Channel Strategy Professionals

  Report

  Report Cross-Border Services Will Help Cross-Border eCommerce Reach $627 Billion By 2022

  ForecastView Document

  June 23, 2017 | Michael O'Grady

  Cross-border shopping will make up 20% of eCommerce in 2022, with sales of $627 billion. Asia Pacific, driven by China, will become the largest eCommerce cross-border region for both imports and...

• For Security & Risk Professionals

  Report

  Report Best Practices For Minimizing Business Travel Risk

  Detailed Guides For Preventing Cybertheft, Espionage, And Physical Harm

  April 24, 2017 | Heidi Shey, Merritt Maxim

  Determined adversaries will stop at nothing to infiltrate your firm for its sensitive data, and employees who travel for business or take their devices on the road often become a vulnerability that...

• For B2C Marketing Professionals

  Report

  Report Industry Nuances In US Loyalty Program Engagement, Attitudes, And Expectations

  A Technographics® 360 Report Using Survey And Qualitative Data

  October 27, 2016 | Anjali Lai

  Loyalty programs are everywhere, and US online consumers belong to many of them. But not all rewards programs are considered equal in their minds. This report applies Forrester's Technographics 360...

• 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 eBusiness & Channel Strategy Professionals

  Report

  Report Brief: Hotels Differentiate With Mobile Moments

  Smart Hotels Are Crafting High-Value Mobile Moments Throughout Their Customers' Journeys To Create Competitive Advantage

  October 12, 2016 | Xiaofeng Wang

  Mobile is changing travelers' behaviors and expectations worldwide, making mobile moments the next battlefield for hotels. While Chinese travelers are rapidly embracing mobile moments delivered by...

• For Customer Experience Professionals

  Report

  Report The Canada Customer Experience Index, 2016

  Canadian Company Scores Reveal A Year Of Stagnation

  September 29, 2016 | Rick Parrish

  How well do leading brands build loyalty with the quality of their customer experience (CX)? In this report, we reveal the top performers in Canada and the specific brands that you must beat to...

• For CMO Professionals

  Report

  Report Brief: Forrester's Empowered Customer Segmentation Applies Across Industries

  North American Consumer Technographics®

  September 21, 2016 | Anjali Lai

  The pursuit of novel and emotionally satisfying experiences combined with a growing number of devices, digital services, and information sources is giving customers a sense of empowerment that...

• For eBusiness & Channel Strategy Professionals

  Report

  Report How To Design Internet-Of-Things Engagements In Retail, Hospitality, And Travel

  Build IoT Engagements With The Customer-Obsessed Transparency Framework

  August 17, 2016 | J. P. Gownder, Adam Silverman

  Retail, hospitality, and travel firms have begun to invest in, test, and implement internet-of-things (IoT) projects. But IoT opens up numerous privacy concerns for customers while also potentially...

• For Customer Experience Professionals

  Report

  Report The US Customer Experience Index, 2016

  July 18, 2016 | Rick Parrish

  How well do leading brands build loyalty with the quality of their customer experience (CX)? We reveal the top performers in the US as well as the specific brands that you need to beat to take over...

• For Customer Experience Professionals

  Report

  Report Customer Experience Drives Revenue Growth, 2016

  Business Case: The Customer Experience Ecosystem Playbook

  June 21, 2016 | Harley Manning, Dylan Czarnecki

  It's the age of the customer, and transforming the customer experience (CX) is one of five critical market imperatives that companies need to shift toward customer obsession. But how can customer...

• For eBusiness & Channel Strategy Professionals

  Report

  Report Do Smartphone Owners Use The App, The Mobile Site, Or Both?

  A Forrester Data Snapshot

  June 15, 2016 | Nicole Dvorak, Kyle Steinhouse

  Apps and mobile websites serve both distinct and overlapping needs, sometimes for the same customer. By looking at consumers’ passively collected behavior on smartphones, we found that for...

• For B2C Marketing Professionals

  Report

  Report Brief: Airlines Must Embrace Mobile Moments To Differentiate

  Smart Airlines Are Building Competitive Advantage By Crafting High-Value Mobile Moments Throughout Their Customers' Journeys

  March 10, 2016 | Xiaofeng Wang

  Mobile is changing travelers' behaviors and expectations worldwide, making mobile moments the next battleground for airlines. While Chinese travelers are rapidly embracing mobile moments, most...

• For B2C Marketing Professionals

  Report

  Report Navigate The Complex Customer Loyalty Ecosystem

  Tools And Technology: The Customer Loyalty Playbook

  February 27, 2016 | Emily Collins

  Are you among the many business-to-consumer (B2C) marketers who are trying to boost customer loyalty but confused by the number of vendors offering loyalty solutions? The escalating importance of...

• For B2C Marketing Professionals

  Report

  Report Case Study: InterContinental Hotels Group Applies Context To Email

  December 16, 2015 | Rebecca McAdams

  Hosting 130 million guests every year across a family of hotel brands and more than 4,900 hotels in nearly 100 countries around the world, InterContinental Hotels Group (IHG) is focused on...

• For B2C Marketing Professionals

  Report

  Report The Best And Worst Of Email Marketing, 2015

  December 2, 2015 | Shar VanBoskirk, Rebecca McAdams

  This report helps marketing leadership professionals benchmark their email marketing campaigns against 70 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial...

• For Infrastructure & Operations Professionals

  Report

  Report Bridge The Broken Internet-Of-Things Promise

  In Retail, Hospitality, And Travel, The Promise Of IoT And Wearable Technologies Exceeds The Current Capacity To Execute

  November 12, 2015 | J. P. Gownder, Michele Pelino

  Internet-of-Things technologies have shown the potential to help businesses deliver new digital customer experiences while achieving digital operational excellence on the back end in industries...

• For Customer Experience Professionals

  Report

  Report The US Customer Experience Index, Q3 2015

  Benchmarking The US Brands That Create The Most Loyalty With Their Customer Experience

  October 5, 2015 | Megan Burns

  Forrester's Customer Experience Index (CX Index™) helps customer experience (CX) professionals understand the ups and downs of CX quality over time. The CX Index franchise scores more than 900...

• For B2C Marketing Professionals

  Report

  Report Case Study: Spring Airlines' Digital Business Takes Off With Social Marketing

  September 16, 2015 | Xiaofeng Wang

  B2C marketers increasingly face the challenge of engaging hypersocial, always-addressable digital consumers. This case study explores how Spring Airlines invested in social marketing to accelerate...

• For Customer Experience Professionals

  Report

  Report Brief: Loyalty Program Members Give Brands Higher Customer Experience Index Scores

  August 7, 2015 | Megan Burns, Corey Stearns

  Many loyalty programs include perks that are designed to give a firm's best customers a differentiated experience. But do they deliver? In this brief, we answer that question by comparing the...

• For Customer Experience Professionals

  Report

  Report Does Customer Experience Really Drive Business Success?

  Business Case: The Customer Experience Ecosystem Playbook

  July 15, 2015 | Harley Manning

  It's the age of the customer, when technology and economic forces have changed the world to such a great extent that an obsession with winning, serving, and retaining customers is the only possible...

• For CMO Professionals

  Report

  Report Digital Experiences Will Drive Brand Resonance For Rental Newcomers

  Technographics® TRUE Brand Compass: Car Rental And Sharing

  July 2, 2015 | James L. McQuivey

  New ride-booking and car sharing services like Getaround, Lyft, Uber, and Zipcar — some of which exploit the rising sharing economy — threaten to change car ownership eventually but...

• For Customer Experience Professionals

  Report

  Report The Canada Customer Experience Index, 2015

  Benchmarking The Canadian Brands That Create The Most Loyalty With Their Customer Experience

  June 8, 2015 | Megan Burns, Corey Stearns

  Six in 10 Canadian companies want to improve their customer experience (CX) in 2015. Forrester's Canada Customer Experience Index (CX Index™) benchmarks 194 companies that do business in...

• For Security & Risk Professionals

  Report

  Report Case Study: WestJet Redefines Its Security With Forrester's Zero Trust Model

  WestJet Enables An Agile Architecture And Fortified Security With Zero Trust

  May 27, 2015 | John Kindervag, Kelley Mak

  Legacy perimeter-centric approaches to security are ineffectual for today's digital business. Security and risk (S&R) leaders need a new approach, and that approach is Forrester's Zero Trust Model...

• For Customer Insights Professionals

  Report

  Report Mobile And The Travel Experience

  A Technographics® 360 Report: Using Survey, Qualitative, And Behavioral Data

  May 27, 2015 | Anjali Lai

  Traveling is synonymous with being mobile — and we mean that in every sense of the term. Smartphones and tablets have disrupted the travel life cycle to the point where consumers reach for...