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  • Moira Dorsey

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  • For CMO Professionals

    Report

    Report Predictions 2015: CMOs Boldly Reach For More Influence In The Enterprise

    More Internal Influence Will Require Marketing Optimization
    November 10, 2014 | Sheryl Pattek, James L. McQuivey

    It's the middle of the decade, and chief marketing officers (CMOs) find themselves in the middle of a dilemma. The CMO role has yet to emerge fully from its historical communications, promotion,...

  • For Customer Experience Professionals

    Report

    Report Case Study: Cisco Quad Gives Employees CARS Experiences

    October 13, 2011 | Moira Dorsey

    Forrester believes that next-generation digital experiences will be customized, aggregated, relevant, and social (CARS). Cisco Systems' Quad collaboration tool illustrates how CARS can be equally...

  • For Customer Experience Professionals

    Report

    Report How To Build Online Experiences Of The Future

    Best Practices From Firms That Created Experiences With CARS Attributes
    January 18, 2011 | Moira Dorsey

    Forrester believes that four attributes will characterize the next phase of development of the web. Online experiences will be: customized by the end user, aggregated at the point of use, relevant...

  • For Customer Experience Professionals

    Report

    Report The ROI Of Personas

    August 3, 2010 | Vidya L. Drego, Moira Dorsey

    Although spending for research and persona creation is strong among persona advocates, many firms still report difficulty convincing their organizations that personas are worth the seemingly large...

  • For Customer Experience Professionals

    Report

    Report The Future Of Online Customer Experience

    It Looks Customized, Aggregated, Relevant, And Social
    January 28, 2010 | Moira Dorsey

    Forrester believes that four attributes will characterize the next phase of development of the Web. Online experiences will be: customized by the end user, aggregated at the point of use, relevant...

  • For Customer Experience Professionals

    Report

    Report Topic Overview: Customer Experience In A Down Economy

    December 12, 2008 | Harley Manning, Moira Dorsey

    As markets around the world continue to decline, credit stays tight, and job cuts escalate, making the case for customer experience will be even more of a challenge. But firms can ensure that the...

  • For Customer Experience Professionals

    Report

    Report Questions For Persona Creation Vendors

    What To Ask Before Selecting A Vendor To Help With Personas
    February 4, 2008 | Moira Dorsey

    Personas can help build more effective experiences. But customer experience professionals can't expect to get those results from any vendor they hire to research and create personas. That's why...

  • For Customer Experience Professionals

    Report

    Report Persona Project Costs And Deliverables

    Small Firms And Interactive Agencies Report On The Number Of Personas Created, Interviews Conducted, And Costs
    November 27, 2007 | Moira Dorsey

    Surveys of user experience vendors uncovered 18 interactive agencies and 30 small firms with significant experience creating personas. The two groups report averaging four personas and roughly 20...

  • For Customer Experience Professionals

    Report

    Report Interactive Agencies That Can Help With Persona Projects

    Eighteen Vendors With Significant Persona Creation Experience Report Research And Industry Expertise Details
    November 14, 2007 | Moira Dorsey

    A survey of interactive design agencies uncovered 18 firms that have significant experience creating personas and conducting persona research. The agencies are using diverse research methodologies...

  • For Customer Experience Professionals

    Report

    Report Small Firms That Can Help With Persona Projects

    Thirty-Three Vendors With Significant Persona Creation Experience Report Research And Industry Expertise Details
    September 12, 2007 | Moira Dorsey

    A survey of user experience vendors uncovered 33 firms with significant experience creating personas. As a group, these firms leveraged a variety of research methodologies, and their persona...

  • For Customer Experience Professionals

    Report

    Report How Personas Drive Experience-Based Differentiation: Four Examples

    September 6, 2007 | Moira Dorsey

    Personas help everyone with a stake in customer experience to obsess about customer needs. This healthy obsession is key for companies that want to differentiate the experiences they provide. A...

  • For Customer Experience Professionals

    Report

    Report Best And Worst Of Personas, 2007

    Forrester Applies Its Evaluation Methodology To Personas From 23 Interactive Agencies
    July 19, 2007 | Moira Dorsey

    To gauge the current state of personas, Forrester applied its persona evaluation criteria to reference personas provided by 23 interactive agencies. Most of the personas showed significant room for...

  • For Customer Experience Professionals

    Report

    Report Using Personas To Inform Marketing And Sales Efforts: Three Examples

    June 7, 2007 | Moira Dorsey

    Personas are especially helpful in getting employees to understand and obsess about customer needs — the first principle required for Experience-Based Differentiation. While personas have...

  • For Customer Experience Professionals

    Report

    Report Best And Worst Of Phone Self-Service Design, 2007

    Forrester Applies Its IVR Review Methodology To 16 Major Firms
    May 25, 2007 | Moira Dorsey

    Forrester applied its Interactive Voice Response (IVR) Review methodology to the phone self-service experiences at 16 firms — four of the largest credit card issuers, consumer electronics...

  • For Customer Experience Professionals

    Report

    Report How To Design The Right Channel Mix

    Leverage Channel Strengths Based On User Behaviors And Business Goals
    April 26, 2007 | Moira Dorsey

    Customer experience professionals have a wide array of customer interaction touchpoints at their disposal. With so many options, how can they choose the best combination that drives customer...

  • For Customer Experience Professionals

    Report

    Report Best And Worst Of Email Interaction Design, 2007

    Forrester Applies Its Email Interaction Review Methodology To 16 Major Firms
    April 23, 2007 | Moira Dorsey

    Forrester applied its Email Interaction Review methodology to the email experiences at 16 firms — four of the largest credit card issuers, consumer electronics retailers, PC manufacturers,...

  • For Customer Experience Professionals

    Report

    Report Best And Worst Of B2C Site Design, 2007

    Forrester Applies Its Web Site Review Methodology To 16 Major Firms
    March 30, 2007 | Moira Dorsey

    Forrester applied its Web Site Review methodology to the site experiences at 16 firms — four each of the largest credit card issuers, consumer electronics retailers, PC manufacturers, and...

  • For Customer Experience Professionals

    Report

    Report Learning From Wal-Mart's Web Site Redesign

    How The Walmart.com Team Managed The Redesign Process
    March 13, 2007 | Moira Dorsey

    Walmart.com recently launched a major redesign. To understand how they went through the process, we spoke with Walmart.com's marketing director and vice president of user experience. These execs...

  • For Customer Experience Professionals

    Report

    Report Best And Worst Of Cross-Channel Design, 2007

    Forrester Applies Its Cross-Channel Review Methodology To 16 Major Firms
    February 16, 2007 | Moira Dorsey

    Forrester applied its Cross-Channel Review methodology to the experiences at 16 firms — four of the largest credit card issuers, consumer electronics retailers, PC manufacturers, and wireless...

  • For Customer Experience Professionals

    Report

    Report Top User Experience Flaws On Financial Services, Retail, And Automotive Sites

    Forrester Taps Its Database Of Web Site Reviews To Find Top Flaws By Industry
    January 11, 2007 | Moira Dorsey

    We looked at the results from Forrester's database of Web Site Reviews to find the top failures on sites in three industries: financial services, retail, and auto manufacturers. What did we find?...