What Research Was Hot In Q2 2009?

For the 10th straight quarter (a span of 2.5 years), I’ve been the most-read analyst at Forrester. In Q2, my readership was 75% higher than the next analyst. So, needless to say, customer experience remains a hot topic — even in the downturn.

To get a better sense of what’s hot, I’ve listed my 15 most-read research reports in Q2 2009 along with their publication dates (unfortunately, only Forrester clients can get full access to these reports):

  1. The State Of Customer Experience, 2009 (4/24/09)
  2. The Experiences That Satisfy Consumers, 2009 (4/14/09)
  3. Engage Gen Y Online With Social Interactivity (6/2/09)*
  4. How Customer Experience Drives Word Of Mouth (5/28/09)
  5. Voice Of The Customer: The Next Generation (2/26/09)
  6. The Customer Experience Journey (9/17/08)**
  7. Customer Service Trumps Price (5/15/09)
  8. Customer Experience Boosts Revenue (6/22/09)*
  9. How Loyal Are Consumers? Not Very (5/18/09)
  10. Customer Experience And Loyalty: A Closer Look (3/6/09)
  11. Customer Experience Correlates To Loyalty (2/17/09)
  12. Executive Q&A: Net Promoter Score (5/19/09)
  13. Obstacles To Customer Experience Success, 2009 (2/20/09)
  14. The Customer Experience Index, 2008 (12/12/08)**
  15. Customer Experience Index 2008 Snapshot: Credit Card Providers (5/22/09)

*Published in June; a lot of readership in a short period of time
**Published in 2008; they remain very popular

What’s coming next?

I will continue to dig deep into the customer experience efforts at large organizations, concentrating specifically on how companies move up the maturity scale in areas like culture, voice of the customer programs, metrics, and organizational alignment. In addition, I plan to expose some of the best practices and tools that companies are using to successfully navigate their customer experience journeys.

I am also analyzing how consumers view price and service in their evaluation of companies across industries. I hope to publish some research that dissects price-sensitive and service-sensistive cohorts. 

In the short-term, I will be publishing a research report that looks at the cross-channel best (and worst) practices in the auto insurance industry and a doc about best practices for customer experience in the downturn (from my keynote speech at Forrester’s Customer Experience Forum).

The bottom line: Keep reading and I’ll keep researching and writing.

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

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