Keith Johnston

Boston

VP, Group Director, Executive Research at Forrester Research

Creative, strategist and agency leader. Knowing imagination is more important than knowledge keeps the journey going.

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Articles

CIBC And AT&T's John Miller Win Forrester’s North America 2025 Customer Obsession Awards

3 weeks ago | forrester.com | Keith Johnston

Customer obsession is more than a buzzword — it’s a perpetual motion that drives business success. At this year’s CX Summit North America, Forrester is honoring two exceptional leaders who have demonstrated a commitment to putting customers at the heart of their organizations.
Beyond Headless and Composability: The Era of Agentic Content Management Arrives

Mar 24, 2025 | forrester.com | Chuck Gahun |Emily Pfeiffer |Keith Johnston

Announcing the the upcoming CMS Buyer’s GuideAccording to Forrester’s data, in 2024, 90% of global –facing digital products and services over the next 12 months. Vendors – whether small or large, new or old – are racing to beef up product features to help businesses elevate customer experiences. Our 2025 CMS Wave evaluation reveals a transformed field of third-generation CMSes that are delivering new business value through to enhance content teams’ interactions with digital content.
How Banks Can Win At CX: Lessons From The Front Lines

Mar 17, 2025 | forrester.com | Oliwia Berdak |Keith Johnston |Riccardo Pasto

One of our 2025 banking predictions was that banking CX would continue to decline, on average, across the globe. And indeed, the year hasn’t started well, after IT outages left the customers of UK’s largest banks, Barclays and Lloyds, unable to access their money or make payments. This is similar to what happened at Bank of America last October. Dependability is one of the key levers of banking trust, but of course IT resilience and availability is not something that CX professionals control.
Ask, Don’t Interrogate: Best Practices For Collecting Zero-Party Data

Mar 13, 2025 | forrester.com | Stephanie Liu |Keith Johnston |Gina Bhawalkar

Companies have been grappling for years with how to personalize customer interactions without being creepy, and data deprecation only adds more complexity. Though Google scrapped its plans to deprecate the third-party cookie, privacy regulations and consumer use of privacy-protecting browsers and tools motivate brands to focus on collecting data directly from consumers.
Agentic AI Is The Next Competitive Frontier

Mar 11, 2025 | forrester.com | Rowan Curran |Emily Pfeiffer |Keith Johnston

In the ever-evolving landscape of artificial intelligence, businesses are moving beyond traditional AI agents toward something far more transformative: agentic AI. Standalone foundation models (with RAG added) can assist with summarization and question and answer tasks – agentic AI systems can go much further – they can plan, decide, and act autonomously, orchestrating complex workflows with minimal human intervention.
Dual-OMS TEI: Companies Actually Got Their Money’s Worth

Mar 11, 2025 | forrester.com | Emily Pfeiffer |Keith Johnston |Riccardo Pasto

Our TEI focused on businesses that had a pre-existing, primary OMS and then added modules of a newer, secondary OMS to fill functionality gaps. Our central question: why – and is it worth it? For our study, we applied the Forrester Total Economic Impact methodology, which allows us to calculate the ROI of a business decision. The TEI process includes interviewing representatives from companies that have made the business change in question.
Forrester’s Customer Obsession Awards: Why Winning This Award Matters

Mar 11, 2025 | forrester.com | Keith Johnston |Sam Higgins |Riccardo Pasto

Imagine the prestige of being recognized on a global stage as a truly customer-obsessed leader of an enterprise that exemplifies customer obsession — a business that not only excels in creating exceptional customer experiences but also inspires others through its remarkable achievements. Forrester’s 2025 Customer Obsession Awards are your opportunity to showcase your organization’s relentless dedication to putting customers at the heart of every business decision and action.
Why Leaders Need A New Toolkit For Leading In Complexity

Feb 6, 2025 | hr.com | Keith Johnston

Understand the nature of the challenges you are facing, and which elements tend to be complex and which tend to be complicated. Make strategy building more collaborative. In a more complex world, leadership is increasingly a participative process. Set an overall direction within which people can make decisions, try things out, and learn as they go.
Accessibility Is Still Vital For Businesses

Feb 3, 2025 | forrester.com | Gina Bhawalkar |Arielle Trzcinski |Keith Johnston

Accessibility helps your company increase revenue, resilience, and customer trust while lowering costs. It does this by helping you win more customers and deepen relationships with ones you already have. Recent actions by the US federal government haven’t changed this. Our research shows that:There are at least 17 major ways accessibility helps companies improve their bottom line. To name just a few: It lessens the incidence of — and cost to solve — complaints from customers with disabilities.
Health Insurers: It’s Time for Better

Feb 3, 2025 | forrester.com | Arielle Trzcinski |Keith Johnston |Shari Srebnick

First and foremost, we abhor violence. Like so many others – we were dismayed by the murder of UnitedHealthcare CEO, Brian Thompson. But our dismay wasn’t the only response. This event revealed widespread negative views of health insurers: stories of coverage denials, care delays, and medical bankruptcy spread across social media. Understandably, health insurers have asked us how to respond.