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1 week ago | 
forrester.com | Martin Gill
Hier sind einige Fakten, die Ihnen zu denken geben sollten:Der zweithäufigste Grund, den uns CX-Führungskräfte dafür nennen, dass ihre Unternehmen in CX-Initiativen investieren, ist die Verbesserung ihrer CX-Bewertung. Ja, Sie haben richtig gelesen. Der zweitwichtigste Treiber für Investitionen in die Customer Experience (CX) ist nicht das Bestreben, die tatsächlichen Erfahrungen der Kunden zu verbessern, sondern die Bewertung zu verbessern, die Kunden über ihre Erfahrungen abgeben.
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2 weeks ago | 
forrester.com | Martin Gill
Voici une information, qui peut vous faire réfléchir…La deuxième raison la plus fréquemment avancée par les responsables CX pour les investissements de leurs organisations dans des initiatives CX est… l’amélioration de leur score CX. Oui, vous avez bien lu. Le deuxième facteur principal d’investissement dans l’expérience client (CX) n’est pas l’amélioration réelle de l’expérience des clients — mais plutôt l’amélioration de ce que les clients disent au sujet de cette expérience.
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1 month ago | 
forrester.com | Ted Schadler |Martin Gill |Charles Betz
It’s safe to run your AI agents (they’re mostly chatbots, case summaries, or simple text generators today) on the Agentforce chassis – as long as you don’t inside your Salesforce application domain. We spent two days in San Francisco at Salesforce’s TDX developer conference.
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1 month ago | 
forrester.com | Martin Gill |Charles Betz |Ashutosh Sharma
Let’s start with some good news. According to Forrester’s Priorities Survey 2024, business and technology leaders tell us that the number one priority for their firm is to “Improve the experience of our ultimate customers”. The top three priorities for this year are:#1: Improve the experience of our ultimate customers#2: Meet measurable commercial growth targets#3: Reduce costsImprove CX is up from the third slot in 2023. That’s great, but it begs the question… how?
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1 month ago | 
forrester.com | Charles Betz |Andras Cser |Martin Gill
Celebrating Excellence: The 2025 Enterprise Architecture AwardsForrester is thrilled to announce the opening of nominations for the 2025 Global Enterprise Architecture Awards. In partnership with The Open Group, this year’s awards will again celebrate exceptional enterprise architecture (EA) practices that drive business transformation, enhance risk management, and improve customer experiences.
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1 month ago | 
forrester.com | Martin Gill |Enza Iannopollo |Seth Marrs |Enabling Administrators
This blog was co-authored with Enza Iannopollo, Principal Analyst. The UK government have declared it will “take a ‘test and learn’ approach with spending on AI and digital to push innovation”. Staged funding. Mission-driven prioritization. Outcome metrics. The civil service brining some silicon valley mentality to play. In theory, I like it. In practice… hold that thought for now.
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2 months ago | 
forrester.com | Martin Gill |Merritt Maxim |Diego Giudice
Co-authored with Enza Iannopollo, Principal AnalystWe made a call last week that Apple had created a trust issue in the UK, and possibly more widely, by breaking its commitment to protecting its users’ privacy by withdrawing ADP for UK users to comply with the government’s demands to, in certain circumstances, be able to access all of a user’s data. Is Apple doing its business out in public to try and show transparency? But wait, there’s more:On one hand… a transparently public vote.
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2 months ago | 
forrester.com | Gina Bhawalkar |Maxie Schmidt |Martin Gill
Is everyone in your organization aligned on who your customers are? Does your organization understand your customers? Since at least the turn of the millennium, businesses have turned to personas as a way to address questions like these. Personas are insights-based, easy-to-understand representations of a group of people, including their goals, needs, and behaviors. They likely exist in some form in your organization.
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2 months ago | 
forrester.com | Sucharita Kodali |Martin Gill
Consumer electronic brands have continued to strengthen their direct-to-consumer operations (DTC) and brand presence. By now, 27% of US online adults prefer to buy their consumer electronics directly from the brand or manufacturer’s website. Using Forrester’s Digital Go-To-Market Review Methodology, we reviewed 28 consumer electronic brands across a range of criteria essential to their long-term digital success and the strength of their DTC operations.
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2 months ago | 
forrester.com | Martin Gill |Matthew Selheimer |Senem Guler Biyikli
Here’s a little fact to wrap your head around:The second-most common reason why CX leaders tell us that their organizations invest in CX initiatives is … to improve their CX score. Yes, you read that correctly. The number two driver of customer experience (CX) investment isn’t to improve your customers’ actual experiences — it’s to improve what your customers say about their experiences.
