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 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

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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