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