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.
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Insights
Blog
Introducing Forrester AI Access: Equipping Organizations With Trusted Insights To Act Fast
Forrester AI Access is an important milestone in our AI journey, beginning with our 2023 launch of Izola. With AI Access, organizations can validate ideas, innovate, and make smarter decisions faster.
Blog
Introducing The Experience Research Platforms Landscape, Q3 2025
Experience research platforms help companies discover and define opportunities, test concepts and prototypes, and evaluate user and customer experiences.
Get Trusted Advice — In Seconds
AI Access puts Forrester’s trusted insights at your fingertips. Validate your strategy, align your team, and get instant advice grounded in proprietary research — no digging, no delays. It’s like having a Forrester analyst by your side, 24/7.
Blog
Starbucks: One Year Later
On the anniversary of Brian Niccol taking the reins, we look at the foundation he has laid for the future.
Blog
Six Gaps Hold Feedback Management And CX Measurement Programs Back
Most CX teams still fall short in getting stakeholders to act on insights, Forrester’s 2025 global survey shows. Learn about the problem areas and how to move past them.
Blog
New Research: Top Emerging Technologies In Healthcare
Healthcare organizations face constant pressure to improve clinical outcomes and workforce retention amid budget constraints and market volatility. Our new research aims to help them prioritize the technologies that will have the most impact today.
Blog
Inside Club Med’s Conversational AI Strategy: An Interview With Siddhartha Chatterjee
Learn how Club Med designed, implemented, and continuously refined its conversational AI strategy — starting with a WhatsApp chatbot in Brazil.
Blog
AIA Wins Forrester’s 2025 Customer-Obsessed Enterprise Award In APAC
AIA Group has won Forrester’s 2025 APAC Customer Obsession Award, recognized for putting customers at the heart of its strategy, operations, and leadership. The company stood out among strong contenders across the region.
Webinar
How To Simplify CX Tech Buying Decisions With Function-First Thinking
Learn how Forrester’s Function-First Framework helps CX leaders simplify complex technology decisions, prioritize functionality, avoid wasted investments, and align tech with strategic business goals.
Blog
Capgemini’s $3.3B Bet On WNS: The End Of Traditional BPO As We Know It
Capgemini’s recent announcement of its intent to acquire WNS for $3.3 billion represents more than just consolidation in the business process outsourcing (BPO) space. This deal reflects a decisive shift in the industry: The traditional, labor-intensive outsourcing model is giving way to intelligent, AI-powered service delivery. In today’s BPO market, AI is no longer a […]
Blog
Why B2B Customer Service Is Now Part Of My Research Agenda
When B2B survey respondents say that 73% of their revenue originates from current customers, retaining and growing those accounts must be a top priority, one that is well coordinated across all postsale motions, from onboarding to servicing and expanding business on the back of attained goals. Especially in volatile economic markets and geopolitical times, every […]
Blog
Leverage Cocreation To Accelerate Sustainability Innovation
Cocreation is a powerful tool to help CMOs orchestrate multiple internal teams and external partners to drive innovation. Because environmental sustainability demands a systemic approach with multiple stakeholders, CMOs can apply some of the lessons learned to help drive an ambitious cocreation agenda for environmental sustainability. The CMO’s position — at the intersection of business […]
Blog
CX Leaders: Optimize Spending And Boost Impact In Volatile Times
Budget planning this season may feel like a high-stakes expedition into uncharted territory. Learn how our 2026 Budget Planning Guide can help customer experience leaders deftly navigate this uncertain terrain.
How To Simplify CX Tech Decisions Without Wasting Your Budget
Join us LIVE on September 17 to cut through CX tech complexity by making function-first decisions and get a first look at our CX Leader’s Guide To Savvy Tech Buying.
Blog
Budget Boom Or Budget Bust? Be Ready For Both In 2026
Though volatility has tempered budget expectations, business and tech leaders should prepare for the unexpected. Forrester’s 2026 Budget Planning Guides can help you make the right strategic moves this budget planning season.
Blog
From Generic To Human-Centered And Empowering: Tomorrow’s CX Starts Today
The convergence of emerging technologies is accelerating the transformation of customer experience — reshaping how companies understand and serve customers, streamline operations, and deliver value.
Podcast
Fear In B2B Buying, Future Of Experiences, Cisco Live Recap
In this episode of What It Means, we dig into fear as a motivator in the B2B buying process, the human-centric future of digital experiences, and what CISOs need to know coming out of Cisco Live.
Blog
It’s Time To Talk About The ROI Of CX For Government
Over the past year, we’ve collected stories and interviewed government CX leaders and the consultancies that support government agencies because we want to help public-sector leaders connect CX with mission outcomes.
Blog
How Yves Rocher Integrates Sustainability Into Its Business
After studying for a certificate in business sustainability management from the Cambridge Institute for Sustainability Leadership, I pivoted part of my research at Forrester to the intersection of marketing, AI innovation, and environmental sustainability. Back in 2021, I interviewed dozens of leaders about sustainability disruption and how to transform their business. I interviewed Guy Flament, […]
Blog
Navigate The DXP Revolution For Impact With The New Executive Guide For Digital Experience Platforms
We’re seeing some wildly exciting things happening with digital experience platforms (DXPs) that present both opportunities and significant challenges for modern enterprises. They are becoming the backbone of how we connect with customers. To harness these exciting possibilities, technology and business leaders must move beyond just knowing about the trends and instead translate and mold […]
Blog
Parting Lessons From CX Summit North America To Help You Deliver The Total Experience
As another CX Summit North America draws to a close, it’s time to get to work. Use these takeaways to help you create your action plan for transforming the experiences you offer.
Blog
Ask Again Later? No Thanks — The Future Of Customer Success Is Now
It’s no longer about customer happiness or satisfaction — it’s about anticipating needs, enabling value, and fostering long-term growth. Learn about the smarter, more strategic approaches CS teams should embrace.
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