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  • Tony Costa

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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 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 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 Improve Digital Customer Experiences

    Executive Overview: The Digital Customer Experience Improvement Playbook
    January 10, 2017 | Deanna Laufer, Allegra Burnette

    The boundary between digital and physical keeps getting blurrier, and emerging tech like virtual reality and AI-powered chatbots is going mainstream. This is raising the bar for customer experience...

  • For Customer Experience Professionals

    Report

    Report Predictions 2017: The CX Quality Split

    Landscape: The Customer Experience Ecosystem Playbook
    October 31, 2016 | David Truog, Allegra Burnette

    The Customer Experience Index (CX Index™) leaders of 2015 barely improved in 2016, even as brands that had lagged behind caught up significantly. Does this herald a leveling out in 2017, with...

  • For Customer Experience Professionals

    Report

    Report Journey Maps And Process Maps And Service Blueprints, Oh My!

    What Customer Journey Maps Are And How They Differ From Other Commonly Used Mapping Tools
    September 13, 2016 | Tony Costa

    Decades of quality and process improvement efforts have left firms awash in tools for mapping experiences and analyzing processes. Customer experience (CX) pros who hope to introduce customer...

  • For Customer Experience Professionals

    Report

    Report Brief: The Top Five Reasons Why Customer Journey Mapping Efforts Fail

    And How CX Pros Can Prevent Them From Happening In The First Place

    Sixty-three percent of customer experience (CX) professionals rely on journey maps to guide their efforts. But Forrester continues to hear from CX pros who struggle to make journey mapping efforts...

  • For Customer Experience Professionals

    Report

    Report Mapping The Employee Journey

    July 27, 2016 | Samuel Stern, Tony Costa

    Journey maps are a powerful tool for diagnosing and fixing interactions. They're valuable for understanding both customer and employee experiences, which is why customer experience (CX) pros along...

  • For Customer Experience Professionals

    Report

    Report Brief: Six Ways To Add Speed And Scale To Customer Insights

    May 17, 2016 | Tony Costa, Dylan Czarnecki

    Customer research through surveys and qualitative studies is the most common approach to learn more about customers. However, these efforts can be time-intensive and expensive. This report...

  • For Customer Experience Professionals

    Report

    Report Brief: The Most Popular Customer Journeys To Map

    May 16, 2016 | Tony Costa

    Customer experience (CX) pros are adopting journey mapping as a tool for improving their firm's customer experiences, and one of the questions that they routinely ask Forrester is what customer...

  • For Customer Experience Professionals

    Report

    Report The Best Of Bits And Mortar Experiences

    Benchmarks: The Digital Customer Experience Improvement Playbook
    April 12, 2016 | Tony Costa

    Today's customers live in a world where physical touchpoints, face-to-face interactions, and digital interfaces blend promiscuously. But many companies struggle to bring these elements together in...

  • For Customer Experience Professionals

    Report

    Report How To Assess The Quality Of Your Customer Journey Maps

    Customer journey maps are a highly effective tool for understanding customers' needs and improving a firm's customer experience (CX). Despite this, many companies struggle to get value out of their...

  • For Customer Experience Professionals

    Report

    Report Digital Customer Experience Trends, 2016

    December 14, 2015 | Allegra Burnette, Leah Buley

    In 2015, Forrester identified a shift in focus beyond mobile-first to a broader view of digital customer experiences that increasingly blends physical and digital interfaces. For 2016, that trend...

  • For Customer Experience Professionals

    Report

    Report Executive Q&A: Design Personas And Customer Journey Maps

    November 16, 2015 | Tony Costa, Leah Buley

    Personas and customer journey maps are valuable tools that support customer experience (CX) professionals' tactical design decisions and high-level strategic goals of progressing toward...

  • For Customer Experience Professionals

    Report

    Report Mapping The Customer Journey

    Four Approaches To Customer Journey Mapping: When And How To Use Them

    Companies have woken up to the reality that customer experience (CX) is critical to their business. To help improve experiences that they offer, CX pros have been quick to adopt customer journey...

  • For Customer Experience Professionals

    Report

    Report Customer Experience In The Post-PC Era

    November 3, 2015 | Tony Costa

    In the post-PC era, customers expect experiences to come to them and provide services aligned with their needs and abilities in the moment. In this report, we explore how consumer experience (CX)...

  • For Customer Experience Professionals

    Report

    Report How To Get Started With Customer Journey Mapping

    October 22, 2015 | Tony Costa

    Forrester continues to hear from frustrated customer experience (CX) pros who struggle to get started with journey mapping or fail to build momentum after less-than-stellar first efforts. To get to...

  • For Customer Experience Professionals

    Report

    Report What CX Pros Need To Know About The Customer Life Cycle

    Enrich Customer Life-Cycle Understanding With Customer Journey Maps
    September 21, 2015 | Tony Costa, Sarah Sikowitz

    Customer experience (CX) is rapidly increasing in importance across all phases of the customer life cycle — including early phases over which marketing traditionally had exclusive purview. As brand...

  • For Customer Experience Professionals

    Report

    Report Emotion, Differentiation, And Innovation Take Center Stage In CX's Future

    Lessons Learned From Speakers At Forrester's CXNYC 2015 Forum For CX Pros
    July 15, 2015 | Tony Costa, Corey Stearns

    At Forrester's CXNYC 2015 Forum, mainstage speakers provided a forward-looking glimpse into the practices necessary to deliver exceptional customer experience (CX). Speakers, from CX to marketing...

  • For Customer Experience Professionals

    Report

    Report The CX Innovation Imperative

    June 17, 2015 | Tony Costa

    To become a customer experience (CX) leader, CX pros must strike a balance between improving existing experiences and pushing for bolder innovation-based efforts that uncover and deliver new value...

  • For Customer Experience Professionals

    Report

    Report Brief: McKinsey Enters The Design Race With The Acquisition Of Lunar

    May 21, 2015 | Leah Buley, Allegra Burnette

    On May 14, 2015, design firm Lunar Engineering announced that management consulting firm McKinsey will acquire it for an undisclosed sum. McKinsey joins a growing list of diverse firms such as...

  • For Customer Experience Professionals

    Report

    Report How CX Pros Innovate

    Three Strategies For Fostering A Culture Of CX Innovation
    May 8, 2015 | Tony Costa

    To understand what role customer experience (CX) professionals play in innovation efforts, Forrester talked to CX pros and innovation experts at 29 companies and agencies. What we learned is that...

  • For Customer Experience Professionals

    Report

    Report Brief: How Customer Data Elevates Experiences

    March 30, 2015 | Tony Costa, Corey Stearns

    Companies now have access to an abundance of customer data. At the same time, customer attitudes regarding the use of customer data are shifting. Today's customers expect companies to make use of...

  • For Customer Experience Professionals

    Report

    Report Digital Customer Experience Trends, 2015

    March 10, 2015 | Allegra Burnette, Tony Costa

    In 2014, Forrester identified the pursuit of user experience (UX) talent and a focus on mobile to drive customer experience innovation as two dominant digital customer experience (CX) trends. We...