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  • Kelly Price

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  • Report Digital CX Trends, 2018

    Landscape: The Digital Customer Experience Improvement Playbook

    In our 2017 edition of this digital CX trends report, Forrester identified how technology was advancing user interfaces by adding AI enablers and how innovation labs and employee tools that support...

  • Report Avoid These 14 CX Misconceptions

    March 19, 2018 | Rick Parrish, Kelly Price, Ryan Hart

    To provide a great customer experience (CX) reliably and efficiently, companies must master all six competencies of CX management (CXM). However, misconceptions can cause even the most experienced...

  • Report The Customer Journey Mapping Canvas

    A Planning Tool To Help Your Journey Mapping Efforts Succeed
    December 29, 2017 | Kelly Price

    Despite journey mapping's popularity, Forrester continues to hear from frustrated customer experience (CX) pros who struggle to get started or fail to build momentum after less-than-stellar first...

  • Report The Power Of Storytelling For Experience Design

    October 10, 2017 | Kelly Price, Allegra Burnette

    Although brands have been creating marketing based on their company's stories for years, and customer experience (CX) pros often use narrative-based methods like journey mapping, companies are...

  • Report Persona Pitfalls: Seven Missteps And How To Avoid Them

    September 12, 2017 | Kelly Price

    Since their introduction nearly 20 years ago, personas have become one of the most popular tools in the customer experience (CX) pro's arsenal. But as their use has spread, so has the confusion...

  • Report The Six Key Steps To Instituting Good Customer Research

    Establish Your Research Practices For CX Transformation
    June 19, 2017 | Kelly Price

    CX transformation requires that you understand your customers in depth and communicate that understanding to employees and partners. To do this, you need to establish a robust research competency....

  • Report Differentiate By Developing A Research Portfolio And Collaboration System

    Advance Your Research Practices For CX Transformation
    June 19, 2017 | Kelly Price

    Has your organization established a solid, rigorous customer research competency? If so, you're ready, as a customer experience (CX) transformation leader, to progress to advancing — by applying...

  • Report Boost Research Speed, Scale, And Experimentation For Breakaway CX

    Innovate Your Research Practices For CX Transformation
    June 19, 2017 | Kelly Price

    Have you advanced your organization's research competency? If you have, you are consistently applying best practices and strong discipline to understanding your customers in depth and communicating...

  • Report The Six Key Steps To Instituting Good Experience Design

    Establish Your Design Practices For CX Transformation

    CX transformation requires experience design competency — you need to be able to define and refine experiences based on your vision and on research-based customer understanding. To get started, go...

  • Report The Forrester Digital UX Review

    Assessment: The Digital Customer Experience Improvement Playbook
    May 10, 2017 | Andrew Hogan, Allegra Burnette, Jennifer Wise

    Good user experience (UX) helps attract and retain customers, so it's important to conduct rigorous review and testing to assess UX quality. Doing this requires several techniques, including a...

  • Report Digital Customer Experience Trends, 2017

    February 7, 2017 | Allegra Burnette, Tony Costa, Andrew Hogan

    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...

  • 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...

  • 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...

  • Report Improve Digital Customer Experiences

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

    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...

  • Report Build Real Customer Understanding

    How To Avoid Research Pitfalls And Achieve Insight Instead
    December 27, 2016 | Kelly Price

    Customer experience (CX) professionals know that the first step on the path to delivering good experiences is doing research to understand their customers. Yet many fail to recognize that it's easy...

  • Report Predictions 2017: The CX Quality Split

    An Elite Few Brands Will Break Away
    October 31, 2016 | David Truog, Allegra Burnette, Tony Costa

    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...

  • Report Case Study: Etsy Invests In Customer Understanding To Steer Growth

    June 21, 2016 | Allegra Burnette, Kelly Price

    Customer understanding is the bedrock of great customer experience (CX). However, many firms struggle to build customer research programs that produce the aligned and actionable insights to drive...