What Research Was Hot In Q3 2009?

As I try to do every quarter, I looked back at what research Forrester clients read over the previous 3 months. It’s helpful to see what people are reading because as P. L. Travers said:

A writer is, after all, only half his book. The other half is the reader and from the reader the writer learns. 

For the 11th straight quarter , I’ve been the most-read analyst at Forrester. In Q3, my readership was 30% 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 20 most-read research reports in Q3 2009 along with their publication dates:

  1. Customer Experience Boosts Revenue (6/09)
  2. Who Wants Low Prices Or Good Customer Service? (7/09)
  3. The State Of Customer Experience, 2009 (4/09)
  4. Service Seekers Are More Loyal Than Price Seekers (8/09)
  5. Engage Gen Y Online With Social Interactivity (6/09)
  6. The Customer Experience Journey (9/08)**
  7. Auto Insurers’ Cross-Channel Experience, 2009 (7/09)
  8. Voice Of The Customer: The Next Generation (2/09)
  9. How Customer Experience Drives Word Of Mouth (5/09)
  10. Discount Retailers’ Cross-Channel Experience, 2009 (9/09)*
  11. The Experiences That Satisfy Consumers, 2009 (4/09)
  12. Customer Experience Correlates To Loyalty (2/09)
  13. The Customer Experience Index, 2008 (12/08)**
  14. Customer Experience And Loyalty: A Closer Look (3/09)
  15. The Customer Experience Generation Gap (9/09)*
  16. Experience-Based Differentiation (1/07)***
  17. Customer Service Trumps Price (5/09)
  18. How Loyal Are Consumers? Not Very (5/09)
  19. Customer Experience Index 2008 Snapshot: Credit Card Providers (5/09)
  20. Obstacles To Customer Experience Success, 2009 (2/09) 

* Published last month; a lot of readership in a short period
** Published in 2008 and remains popular
*** Published in 2007 and remains popular

What’s coming next?

I just finished a research report on Voice Of The Customer (VoC) best practices which highlights case studies of 4 companies. This report will be initially available only to members of Forrester’s Leadership Councils, but will be reformatted for all Forrester clients in early 2010. Since VoC remains a hot topic, I am also writing a report based on insights from the 40 submissions to Forrester’s VoC award.

Since it’s Q4, my major research focus will be on Forrester’s 2009 Customer Experience rankings. We are about to go into the field with this year’s survey which will rate large organizations across 14 industries: Airlines, Banks, Credit Card Providers, Health Plans, Hotels, Insurance Firms, Internet Service Providers, Investment Firms, Parcel delivery services (new), PC Manufacturers, Retailers, TV Service Providers, Utilities (new), and Wireless Phone Carriers.

I will also start looking ahead to 2010. Given the strong demand I’ve seen in 2009, it looks like 2010 will be a very active year for customer experience efforts, especially as (hopefully) the economy continues to recover.

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

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

5 thoughts on “What Research Was Hot In Q3 2009?”

  1. I hope you check out the customer experience at Chase Bank, since it took over WAMU.
    I had a bad experience there, and today received a direct mail piece introducing their new Ink Business Card.
    They need to get the fundamentals of customer experience down first.

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