customer experience

Drive Revenue With Customer Experience

A laser focus on customer experience (CX) is the best path to business success. It requires adapting to a customer-led market and creating an engine to sense and respond to the nonstop changes in customer sensibilities, behaviors, and expectations. This is not altruism but an economic engine of growth. Forrester has the most complete CX capability in the market to help you translate the CX discipline into business results.

customer experience

CX Management

Customer experience management is not easy — building the program, acquiring and honing talent, establishing a credible enterprise governance structure, and asserting financial expectations are piece parts of a complex structure that is often in place to change the very nature and performance of your company. Getting it wrong destroys trust and results — getting it right is fuel.

CX-Led Change

Customer experience is an internal disruptor, driving sometimes deep-rooted operational and organizational change to enable firms to compete on the basis of experience. The opposite is also true: If your CX team is unable to address internal silos that fracture journeys and frustrate customers, CX may fail in its basic role of creating differentiated experiences that serve as an engine of growth.

CX Measurement

Customer experience measurement is an operational game. It should be surgical, telling you exactly where and how to invest to create value for customers and grow revenue. Winning the game depends on translating measurement into precise action and persistent results.

CX Performance

Customer experience is charged with creating a clear link between the experiences customers enjoy and the growth your firm realizes. It has not yet met that potential. And it is no small task. CX teams need to anticipate customer behaviors and expectations, select those experiences that matter most to customers and growth, and design experiences that drive affinity in an unforgiving, sometimes volatile market.

Customer Experience Insights


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Customers’ perceptions arise when they assign meaning to stimuli — like the color of a button in an app. The meaning that customers assign depends largely on their context. Learn what this means for CX pros.
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CX SF 2019: The Way To Innovate

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Oct 17–18 • San Francisco Marriott Marquis

Win the high-stakes game of experience design.

Register now for CX SF 2019, two days of practical XD best practices.

US CX Index 2019: Small Gains, Big Opportunities

Dive into the important trends — at the industry and brand level — that emerged from this year’s CX Index.

Our Customer Experience Team

Andrew Hogan

Principal Analyst

Joana van den Brink-Quintanilha

VP, Principal Analyst

Maxie Schmidt

Principal Analyst

Riccardo Pasto

Senior Analyst

Rick Parrish

VP, Principal Analyst

Ron Rogowski

VP, Principal Consultant

Ryan Hart

Principal Analyst

TJ Keitt

TJ Keitt

Principal Analyst

Tom Mouhsian

Tom Mouhsian

Principal Analyst

Light On The Horizon: The State Of Customer Experience Quality

This guide contains:

  • A snapshot of CX Index 2019 results, including the most significant industry-wide changes
  • An overview of what’s driving the current state of CX
  • A look at the road ahead — CX in 2020 and beyond

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