Aggregated enterprise architecture wisdom
(Forrester clients, read full report “Give Your Brand A Voice — Literally” here) Voice is marketing’s most significant paradigm shift this decade —one that has far-reaching implications for how brands engage customers and prospects. Read Fo…
Customer experience leaders grow revenue faster than CX laggards, drive higher brand preference, and can charge more for their products. Based on a survey of more than 110,000 US adult customers in 2018, Forrester’s Customer Experience Index (CX Index™…
Like a football team captain at a junior high dance, Amazon just sauntered up to a big group of people and started dropping hints about its sweet moves on the dance floor . . . Okay, that’s not exactly what’s happening here, but it sure felt like that …
Direct-to-consumer (D2C) commerce is not a new concept for branded manufacturers, but there is certainly renewed interest and more options to choose from. With consumers ever more digitally connected, branded manufacturers are enticed by direct digital…
A FOND FAREWELL TO BRAND MANAGEMENT (AS WE KNEW IT) It is apparent to marketers who’ve chosen to look with a critical eye that the old-school, text book, command-and-control branding is headed the way of the dodo bird. The idea of managers contro…
Around the world, CX quality has largely stalled. Why? Multiple data sources show that customer confidence is up, spending is up, and expectations are rising as consumers interact with brands more than ever before. But the data also shows that trust in…
Sell, Sell, Sell? Up-selling and cross-selling are extremely popular activities to boost profit margins. In my many years of consulting with financial services organizations, I have seen various shades of getting customers to buy up and buy into an ass…
More than 5 years ago Forrester introduced the Age of Customer as a new 15 to 20 years era which saw the increasing customer empowerment in front of brands and companies. For companies, the first step in this era turned into improving the customer experience and the customer journey through an omnichannel strategy, identifying the […]
In this year’s Customer Experience Index, Forrester ranked and measured CX quality of 28 US direct and traditional retail banks brands. The research is based on Forrester’s CX Index methodology, which measures how well a brand’s CX strengthens the loyalty of its customers. After analyzing the new data, we found that two stalwarts of CX […]
Forrester’s CX team is putting the final touches on Human + Machine, our customer experience forum in San Francisco for 2017. This year we shine a spotlight on how AI can improve customer experience. That includes both how companies innovate with AI today, and the most exciting opportunities for tomorrow. We’re starting out with a case […]
The Case For Customer Empathy… Hubspot’s INBOUND 2017 slogan emphasized “Empathy.” My expectation: it would make the case to the 21,000 people in attendance that customer empathy is critical to their engagement efforts. I was for it — it’s something my research focuses on, and is something we in the CX and UX field try […]
Why is journey analytics such a hot topic? Because it can help firms move the needle on customer obsession. That’s why after months of research — including in-depth briefings, demos, and customer references — we’re excited to announce the release of not one but two Forrester Wave’s focused on customer journey analytics platforms! Customer journey […]