Forrester on CX Today
32 stories · 20 in 2026 · 3 in the last 90 days · 0 sponsored
CX Today coverage mentioning Forrester, newest first. Sponsored work is identified clearly on each story.
Why Customer Intelligence Is Dropping Dashboards
This week’s CX analytics round-up examines AI-driven intelligence, data governance, observability and the transition to real-time decisions.
Francesca Roche · 8 min read · 24 Sept 2026
The Three Pillars of Customer Intelligence: Context, Governance and Action
Explore this week’s customer analytics trends, from AI-driven action and unified signals to governance, context and omnichannel intelligence.
Francesca Roche · 9 min read · 18 Sept 2026
Why Forrester Believes Employee Experience Drives Better Customer Outcomes
Forrester's latest TX Score update aims to encourages CX leaders to prioritize employee experience ahead of seasonal customer demand.
Francesca Roche · 5 min read · 4 Aug 2026
Beyond Deflection: The New Operating Model For Enterprise CX
Discover why CX leaders are swapping AI hype for structural redesigns. Learn how to update metrics, governance, and human workflows for 2026.
Rob Wilkinson · 6 min read · 24 Jun 2026
The Data CX Leaders Need to Justify Every Agent Experience Investment
Forrester's new EX Index links employee experience quality to customer satisfaction and revenue growth. What does it mean for contact centers?
Rhys Fisher · 3 min read · 9 Jun 2026
Is Your Service Management Strategy Just Reacting Faster to Problems Instead of Preventing Them?
Discover why faster incident response fails and how a proactive CX service management strategy prevents issues before they impact customers.
Sean Nolan · 5 min read · 28 May 2026
How CX Leaders Can Build Customer Trust With AI Agents
Customer trust with AI agents is becoming the defining CX issue. Here’s why the smartest brands are pairing automation with human support.
Sophie Wilson · 4 min read · 14 May 2026
Forrester Puts Its Research Inside Microsoft Copilot, But Can It Stay Vendor-Neutral?
Forrester launched an AI agent for Microsoft 365 Copilot to surface research in workflows. The move boosts speed, but raises neutrality concerns.
Rob Wilkinson · 4 min read · 29 Apr 2026
How to Design a Modern Customer Analytics Stack That Drives Action
Real talk: you can spend a fortune on dashboards, pipelines, and “real-time” everything… and still have a CX org that reacts slowly, argues about the numbers...
Alex Cole · 8 min read · 21 Apr 2026
The Forrester Wave Says AI Will Run Customer Service, CX Leaders Need A New Operating Model
Forrester Wave customer service solutions Q1 2026 shows AI agents becoming the frontline. Here’s what it means for enterprise CX leaders.
Rob Wilkinson · 5 min read · 9 Apr 2026
Why Marketing Automation Fails to Drive Pipeline Growth
Marketing automation software fails when it scales volume, not relevance. Learn how AI, CRM, and CDP alignment improve pipeline quality.
Sean Nolan · 6 min read · 1 Apr 2026
What the Latest Service Management Research & Reports Reveal About CX Reliability
Explore the latest CX infrastructure research on outages, incident management, observability, and what analysts say about CX operations.
Sean Nolan · 7 min read · 30 Mar 2026
How Does Customer Data Management Work Inside a CRM Platform, And What Are Most Teams Missing?
Customer data management in CRM explained: how data is collected, cleaned, unified, and activated across sales, marketing, and service.
Sophie Wilson · 6 min read · 30 Mar 2026
What Do CRM Analyst Reports Reveal About CRM And Customer Data In 2026, And Are You Behind?
CRM and customer data are converging in 2026, as AI, automation, and analytics reshape how platforms drive real business outcomes.
Sophie Wilson · 5 min read · 26 Mar 2026
What Is Customer Data Management? CRM, CDP & Data Strategy Explained for 2026
Customer data management explained: how CDM connects CRM, CDPs, and AI to deliver accurate, compliant, and scalable customer experiences.
Sophie Wilson · 12 min read · 26 Mar 2026
CX Teams Are Stuck In The Measurement Trap, Real-Time Intelligence Is The Exit
CX teams face a measurement trap. Learn how real-time customer intelligence and frontline decisioning can prove CX ROI and protect budgets.
Rob Wilkinson · 8 min read · 23 Mar 2026
If You Haven’t Read These 10 Sales & Marketing Reports, You’re Flying Blind
These 2026 sales & marketing reports from Gartner, Forrester, Salesforce, HubSpot, Adobe, Twilio, and Intuit turn research into action.
Sean Nolan · 6 min read · 6 Mar 2026
How Sales & Marketing Tech Can Boost Your Revenue – and Deliver Real ROI
Learn how martech and sales automation boost pipeline, conversion, deal size, and retention. Plus, what happens if you delay.
Sean Nolan · 5 min read · 2 Mar 2026
The Netflix-Warner Bros Deal Exposes Streaming's Customer Experience Crisis
The Netflix-Warner Bros acquisition reveals streaming's CX paradox. Expert insights on bundling benefits versus monopoly power concerns.
Rhys Fisher · 8 min read · 17 Feb 2026
What Are the CX Community Engagement Trends to Watch in 2026?
Community-led customer experience is becoming core infrastructure in 2026, driving trust, retention, and influence in AI-driven environments.
Sophie Wilson · 5 min read · 17 Jan 2026
Unpacking Forrester’s CX Predictions for 2026
As 2026 rolls around the corner, a new wave of customer experience predictions is coming in, with experts and analysts from across the CX industry keen to fo...
Francesca Roche · 8 min read · 29 Dec 2025
CX Trends 2025 Part 3: When AI Knows You Better Than You Know Yourself: Personalization Reaches Its Inflection Point
Read CX Trends 2025 Part 3 to find out how organizations can leverage AI for deeper and more meaningful customer personalization.
Francesca Roche · 10 min read · 17 Dec 2025
Big CX News from AWS, ServiceNow, Forrester & Zoho
From Microsoft's Azure outage to Forrester's CX predictions for 2026, here are extracts from some of this week’s most popular news stories. Microsoft Azure O...
Rhys Fisher · 4 min read · 31 Oct 2025
Forrester’s Customer Experience Predictions for 2026
Explore the latest customer experience predictions for 2026. Discover insights from Forrester on the future of CX and challenges ahead.
Rhys Fisher · 4 min read · 29 Oct 2025
An Analyst's Take on the Forrester Wave for Contact Center as a Service (CCaaS) 2025
Decision tools such as the Gartner Magic Quadrant and Forrester Wave have become relied upon by IT decision makers to help clarify the muddy waters of techno...
Zeus Kerravala · 6 min read · 7 Jul 2025
Customer Experiences in the US Hit a Record Low (Again!), Forrester Says
A Forrester study has revealed that CX quality in the US and Canada is at an all-time low. Indeed, consumer perceptions of the standard of CX being delivered...
Rhys Fisher · 3 min read · 25 Jun 2025
Forrester Report Predicts GenAI Will “Displace 100,000” Agents
A recent Forrester report has predicted that generative AI (GenAI) will “displace 100,000 frontline agents” in 2025. The study surveyed voice of the customer...
Rhys Fisher · 4 min read · 24 Oct 2024
The Forrester Wave for Customer Analytics Technologies 2024: Top Takeaways
Customer data is an essential part of any and all customer experience and service programs. Yet, while there have never been more tools available for collect...
Rhys Fisher · 6 min read · 6 Aug 2024
The Forrester Wave: Conversational AI For Customer Service 2024 – Top Takeaways
Are generative AI (GenAI) and LLMs the solution to years of customer self-service disappointment? Forrester certainly believes so. With the report claiming t...
Rhys Fisher · 8 min read · 21 May 2024
GenAI a Top Trend in Emerging Tech, Forrester Report Finds
CX Today covers Forrester's Top 10 Emerging Technologies report, which names generative AI the standout trend set to deliver ROI for businesses over the next four years.
Demond Cureton · 3 min read · 14 Jul 2023
The Forrester Wave for CCaaS 2023: Top Takeaways
CCaaS platforms are gaining momentum for many significant reasons. They make AI innovation more accessible, expand the scope for integrations, and increase s...
Charlie Mitchell · 6 min read · 28 Mar 2023
Forrester: Customer-Obsessed Companies Achieve 2.5x Greater Revenues
Businesses that switched to a customer-obsessed tech strategy report a 2.5x greater revenue growth than those that have not – according to recent Forrester r...
Charlie Mitchell · 3 min read · 22 Feb 2023