What People Read (Of My Stuff) In 2009

Happy New Year (xin nian kuai le, gelukkig Nieuwjaar, bonne année, ein gutes neues Jahr, shana tova, buon anno, feliz ano novo, feliz año nuevo, etc.)!

Before I turn my focus completely on 2010, I want to take a moment to look back at 2009.

In Q4, I was Forrester’s most-read analyst — for the 12th consecutive quarter. Over the year, I ended up with 45% more readership than the next analyst on the list. It’s clear that customer experience remains a critical topic for executives within large organizations!

Let’s look at what people are reading. 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. 

Here are my 15 most-read research reports in 2009 (and publication dates): 

  1. The State Of Customer Experience, 2009 (4/09)
  2. Voice Of The Customer: The Next Generation (2/09)
  3. The Customer Experience Journey (9/08)
  4. Customer Experience Correlates To Loyalty (2/09)
  5. The Experiences That Satisfy Consumers, 2009 (4/09)
  6. The Customer Experience Index, 2008  (12/08)
  7. Customer Experience Boosts Revenue (6/09)
  8. Customer Experience And Loyalty: A Closer Look (3/09)
  9. Engage Gen Y Online With Social Interactivity (6/09)
  10. Obstacles To Customer Experience Success, 2009 (2/09)
  11. How Customer Experience Drives Word Of Mouth (5/09)
  12. Experience-Based Differentiation (1/07)
  13. Customer Experience Index 2008 Snapshot: Retail (2/09)
  14. The Customer Experience Generation Gap (9/09)
  15. Customer Experience Index 2008 Snapshot: Banks (12/09)

Here are my 15 most-read blog posts in 2009 (and publication dates):

  1. Free Book: The 6 Laws Of Customer Experience (7/08)
  2. Forrester’s 2008 Customer Experience Rankings (12/08)
  3. LEGO’s Building Block For Good Experience (3/09)
  4. Free Book: The 6 New Management Imperatives (2/09)
  5. Apple Beats Windows In Customer Experience (4/09)
  6. Experience-Based Differentiation (6/07)
  7. Customer Experience Correlates To Loyalty (2/09)
  8. The Customer Experience Journey (9/08)
  9. Customer Experience Boosts Revenue (6/09)
  10. Six Trends Reshape Voice Of The Customer (3/09)
  11. Discussing Zappos’ Culture With Tony Hsieh (5/08)
  12. Don’t Confuse Customer Service With Customer Experience (2/09)
  13. Are you listening to the voice of the customer? (7/07)
  14. My Manifesto: Great Customer Experience is Free (9/07)
  15. Five Disruptive Customer Experience Strategies (7/07)

The bottom line: I hope that 2010 is a happy, healthy, and customer-centric year for you!

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.

6 thoughts on “What People Read (Of My Stuff) In 2009”

  1. Bruce, your blog is one of the best marketing treasures on the web! Ever since I took an MBA course at St Joes University on Customer Delight, my thinking is totally focused in this area.

    Your blog is one my short list of class resources in teaching various retail marketing courses and entrepreneurship courses.

    Keep up the great work and all the best in 2010. Yes Customer Experience DOES matter!

  2. How do you know your articles were read? Is it possible you were the most ‘downloaded’ analyst at Forrester? Is that still as prestigious? I’m sincerely not trying to be snarky… and I hope my point isn’t dismissed as a semantic difference.

    Can we devise a better measurement of value than mere donwloads? I download a lot of things that I don’t read or read and then ignore/forget. I’d think we’d try to figure out a way to meausre impact or use.

    1. Hi Peter: Very fair question. I refered to data we have on the research reports that clients access, which is only a proxy for what people actually read (I think this was your core point). In any case, the sheer magnitude of clients accessing my research (whether they scan it, read it and forget it, read it and remember it, ignore it, etc.), shows how important customer experience is relative to other areas. The true value of our research should be measured by the impact that it has on our clients, which we don’t yet have a measurement for.

  3. The fact that a prestigious MBA program, St Joes University has a course specifically on Customer Delight is pretty solid evidence of the interest in this area. The Retail Marketing MBA is partially funded by the industry and therefore the curriculum reflects the industry interest.

    Also just Google customer delight to see the interest. My FoodPreneur educational series did a seminar on Customer Delight at the New York Fancy Food Show Summer 2009 and attracted great interest.

    As the big guys get better at squeezing costs out of the Supply Chain, Customer Experience will definitely Matter!

    All the best….

  4. Hi Bruce. Just wanted to thank you for the wonderful reports and analysis on customer experience. I have been researching for thrre months on the subject and your information is very focused. After spending 15 years with Compaq/HP I have started a company that will work with clients on customer experience, with an empahsis on customer engagement and training those who have customer touch. Not only for retail, but in the healthcare and hospitality field as well. I led HP’s efforts to change behavior for retail associates selling HP computers to be more experiential. I can tell you are as passionate about this subject as I and look forward to following your blogs! I will be launching my web and my business later this month.

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