customer experience
Customer experience is a key driver of loyalty, satisfaction, and revenue. Mastering it is a complex and ever-changing proposition. Forrester’s insights aid organizations to succeed with customer experience.
Discover how Forrester supports customer experience leaders.
Insights
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Learn How To Make Every Journey Count And Unlock A Value Flywheel At CX Summit EMEA
Every customer journey can create or destroy value — both for your customers and your firm. At CX Summit EMEA, learn how to measure customer journeys and optimize their value.
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Consumers React To Tariffs With Concern And Caution
Our recent poll showed how consumers feel about and are responding to a slew of anticipated new tariffs.
Master CX Metrics Without Data Overload
Don’t guess — measure your CX success! Join our analysts on April 10 at 11 a.m. EST and learn how to choose the right metrics, prioritize measurement goals, and refine your CX strategy.
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To Thrive Through Volatility, Master These Three Areas
There’s no end in sight for the current disruption, but making the right strategic moves will help you come out ahead.
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In A World Of Buying Mayhem, All Leaders Must Be Change Leaders
Today’s dizzying pace of change will not abate, and leaders must show the way forward. At our upcoming events, B2B Summit North America and CX Summit EMEA, we’ll show you how.
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Are We Too Scared To Fly?
The recent spate of airline disasters has jangled flyers’ nerves. To get a pulse check on consumer sentiment, we asked respondents in the US, UK, and Canada how they felt about the state of air travel.
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How Banks Can Win At CX: Lessons From The Front Lines
Customer experience quality in banking is falling on average, but there are banking brands globally that buck this trend, outshining competitors and continuing to improve their CX performance.
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Forrester’s Customer Obsession Awards: Why Winning This Award Matters
Showcase your customer obsession journey and achievements with Forrester’s 2025 awards. Apply now for the chance to gain global recognition and exclusive perks while elevating your brand.
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The Insurance Industry’s Data Posture Is An Existential Risk
Insurers collect a wealth of data, but only a few have found ways to harness its true potential. Most insurance business and technology leaders have very low confidence in their data assets’ ability to meet customer and competitive demands. Almost all incumbent insurance companies support disparate lines of business and individual parts of the value […]
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Build Effective Personas To Drive Empathy
At their best, personas elicit empathy, help teams prioritize, and drive human-centric decision-making. Many fall short of this. Learn about the qualities of effective personas — and attend CX Summit North America to get a deeper dive and practice improving your own.
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How Do Your VoC And CX Measurement Practices Stack Up? Take Our 2025 Survey!
Let’s clean out old insights and create new ones. That’s why we just opened our annual Feedback Management And CX Measurement Practices Survey to you.
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Siloed CX Metrics Are Holding You Back — Take Action At CX Summit EMEA
Too many companies invest in CX to improve what their customers say about their experiences, rather than to actually improve those experiences. At CX Summit EMEA 2025, learn how to create better, more meaningful experiences that foster loyalty and growth.
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Health Insurers: Poor Communication Harms Your Customer Experience
Plain language is a key driver of CX quality in health insurance, but only half of US online adults who are health insurance customers say it’s easy to understand their coverage. This key indicator has been trending downwards: It was 57% in 2023 and reached a high of 59% in 2022. Health insurers must act […]
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It’s 2025, And The Consumer Is Hurting
For those of us in the US who track the economy and its implications for consumers and the brands that sell to them, it’s been a head-spinning couple of months. Policies have been coming at us fast and furious as a new administration looks to stamp its mark on the economy. Of course, the US […]
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Four Tactics To Manage Through Change
An unwritten truth in large organizations is that the only constant is change. But as the US’s largest employer faces widespread transformation, even the most seasoned leaders may find that their usual leadership playbooks no longer apply. As a small resource for those leading teams during this time of big uncertainty, I’ve rounded up Forrester’s […]
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The State Of Trust In US Health Insurers Is Fragile
Just 56% of consumers trust their health insurer to act in their best interest, putting trust in US health insurers at a three-year low during a watershed moment for the industry. Insurers that create value for customers and earn their trust reap considerable benefits.
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The New iPhone 16e: A Small Step For The iPhone, A Giant Leap For Apple
In what was billed as a surprise announcement, Apple today introduced the newest member of the Apple family: the iPhone 16e.
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How Advanced Analytics Can Transform Your CX Practice
Integrating advanced quantitative analytics into their strategy can help CX pros with their two biggest challenges: improving experiences and demonstrating the business value of CX. Two new reports provide advice for doing this.
Take Charge Of The Customer Journey — Save $900 Before March 31!
Stand out from your peers at CX Summit in Nashville! Gain exclusive insights from renowned keynote speakers, real-world case studies, and hands-on workshops to master the total customer experience.
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Is Your Postsale CS Strategy Setting Customers Up To Succeed?
Every time you turn around, it looks like someone is taking a shot at customer success (CS). Whether at last year’s SaaStr or elsewhere, more voices have been calling for new approaches to CS — ones that transform CS from cost center to tool for growth. While it’s still early to plan a funeral, CS […]
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The Total Experience Awaits At Forrester’s CX Summit 2025
Imagine a future where bold brand strategies seamlessly blend with real-world journeys to captivate and delight customers. Explore the tools to create that future at CX Summit North America, the premier gathering of CX, marketing, and digital professionals.
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Tariffs, Your Customer, And Your Brand: A Common-Sense Guide
A tariff is simply a tax — when one country imposes a tariff on another (as the US has done with China and is threatening to do with Canada and Mexico), then products imported from those countries are subject to a tax.
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