Predictions 2021: Customer Insights

In 2021, customer insights (CI) leaders will begin to invest in emotion analytics techniques, shifting 10% of their budgets. To get a better payoff from their customer insights, some firms will reorganize across their customer experience (CX) and CI organizations, deploying insights change agents with key human skills in existing positions at individual contributor and management levels. 2020 showed the limits of predictive modeling as customer behavior changed drastically, and analytically driven firms will turn to the technique of reinforcement learning to find the next best experience for each customer. In this report, we explore Forrester’s predictions for customer insights in 2021.