What Research Was Hot In Q1 2009?

For the ninth straight quarter, my reports had the highest level of readership across all Forrester analysts. So, needless to say, customer experience remains a hot topic — even in the downturn.

To get a better sense of what’s hot, I compiled the following list of my 20 research reports that have had the most readership by Forrester clients in Q1 2009 (along with their publication dates):

  1. Customer Experience Correlates To Loyalty (February 2009)
  2. Voice Of The Customer: The Next Generation (February 2009)
  3. The Customer Experience Index, 2008 (December 2008)
  4. Customer Experience And Loyalty: A Closer Look (March 2009)
  5. The Customer Experience Journey (September 2008)
  6. Obstacles To Customer Experience Success, 2009 (February 2009)
  7. Customer Experience Index 2008 Snapshot: Retail (February 2009)
  8. Customer Experience Index 2008 Snapshot: Banks (December 2008)
  9. Eight Steps For Keeping Customer Experience Momentum During An Economic Downturn (April 2008)
  10. The Business Impact Of Customer Experience (March 2008)
  11. Engage Gen Y Online With Immediacy (November 2008)
  12. Experience-Based Differentiation (January 2007)
  13. Customer Experience Index 2008 Snapshot: Wireless Carriers (December 2008)
  14. A Closer Look At Customer Experience And Loyalty (August 2008)
  15. Banks’ Cross-Channel Experience, 2008 (July 2008)
  16. Customer Experience Index 2008 Snapshot: Internet Service Providers (March 2009)
  17. Customer Experience Index 2008 Snapshot: Airlines (March 2009)
  18. How Consumers Research, Buy, And Get Service (March 2008)
  19. The Gen Y Design Guide (December 2007)
  20. Wells Fargo Uses Ethnography To Improve Customer Communications (October 2008)

I have a few observations from this list:

  • There’s a lot of interest in connecting customer experience to business results (e.g., loyalty)
  • People want to see results from their specific industries
  • Companies are still trying to figure out how to reach Gen Y
  • Experience-Based Differentiation remains the blueprint for customer experience excellence

Looking Ahead To My Q2 Research

I already have a number of research reports that are working their way through our editing cycles and should be published within the next several weeks:

  • Customer Experience Index industry snapshots. Reports on PC manufacturers, insurers and credit card issuers should go live over the next few weeks. I’ll be working on hotels, TV service providers, investment firms, and health plans later this month.
  • Experiences That Satisfy Consumers, 2009. This report examines the satisfaction levels for Web, phone, and in-person experiences across 12 industries. It also includes results from around 100 US companies.
  • The State Of Customer Experience, 2009. This report looks back at a few years of data from consumer surveys, industry surveys, and Forrester’s customer experience evaluations to paint a picture of where we are today with customer experience. The upshot: Early adolescence.
  • Executive Q&A: Net Promoter Score. I’ve posted a bit recently about Net Promoter. So I am putting some of the insight into a document for Forrester clients that don’t read my blog.
  • How Loyal Are Customers? Not Very. This report examines how three areas of loyalty vary across industries and companies: The willingness to repurchase, the reluctance to switch, and the likelihood to recommend.

In addition to those completed reports, I’m currently working on research that examines how often consumers talk about their good and bad experiences and the degree to which customer service and price influence their behavior.

As if that’s not enough, I’m also kicking off research that will drive my keynote speech at Forrester’s Customer Experience Forum. I’ll be identifying best practices in areas like building a customer-centric culture while examining how companies have adjusted their customer experience efforts in the face of the recession.

The bottom line: Stay tuned, there’s a lot going on!

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

2 thoughts on “What Research Was Hot In Q1 2009?”

  1. Hi Bruce,

    Great stuff, you have compiled some great data and very interesting insights into the customer experience. As a small training provider in the uk this is really useful in helping our customers understand the importance and value in creating positive customer experiences. Thank you. I found your blog by chance but its now in my favorites and i look forward to reading more over the coming months.



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