Customer obsession is the end-to-end organisational approach companies should be embracing to help them make the choices that ensure today’s economic climate is one of the best of times, rather than the worst.

Making promises and keeping them is the intertwined linked between brand and customer experience, Forrester's Dipanjan Chatterjee says.

According to recent research by WARC, marketers are looking to increase marketing investment in emerging social media channels, such as TikTok, and away from old channels such as Twitter and Snapchat.

What does 2020 hold for digital marketers, and marketing generally? We ask a raft of industry experts from the marketing technology and industry community to give us their thoughts on 2020 and beyond, and what marketers will need to know moving forward.

These days, most marketers recognise customer experience (CX) is vital for a healthy, profitable brand. But while most marketers want to offer good CX, how best to go about it seems to be the sticking point.

​Customer experience leaders grow revenue faster, drive higher brand preference, and can charge more for their products by forging an emotional connection with consumers, a new Forrester CX report said.

Despite all the hype around customer data platforms (CDPs), a new study has found brands are struggling to create a unified view of the customer.​

Forrester has revealed its leaders in global digital experiences agencies, with Publicis Sapient, Deloitte, IBM, Accenture, and PwC named in the top spots.

One in four customer experience (CX) professionals will be out of a job in 2020, according to the latest Forrester 2020 predictions. But don’t read that as a sign interest in CX is waning: On the contrary, the level of c-suite and high-level CX managers is set to increase.

Adobe and Evergage have topped the latest Forrester Wave rating digital intelligence platform providers based on product offering, strategy and market presence.

Measuring the impact of customer experience programs of work on the customer, business and resources is vital in the ever-important quest to keep up with market expectations, Forrester's senior analyst, Riccardo Pasto, says.

​CMO/CIO collaboration is more important than ever for business success, but few are successful, according to a new report from Forrester.

“Focus on your customers”, Warren Buffet reportedly said. Savvy marketers take note: The renowned investor’s advice is borne out by the latest CX research from Forrester. According to the analyst firm’s 2018 Australian Customer Experience Index, emotion has a bigger impact on brand loyalty than ease or effectiveness and is the critical piece in becoming a standout CX leader.

​When Allianz Retire+ was looking to build and launch a new product, Future Safe, it wanted to shake things up.

Forrester has entered into a definitive agreement to acquire SiriusDecisions, a business-to-business research and advisory firm, for US$245 million in cash, subject to adjustment.

​It’s time for organisations to stop decorating their customer experience and start renovating the foundations, Forrester’s senior CX analyst says. ​

Online consent can be a minefield for brands, and just doing enough to fulfil legal obligations no longer cuts it. Transparency is key, balanced with the right amount of information.

The role of creativity in an increasing tech and data-driven world was one of the topics discussed at the ​ADMA​ global forum last week, with the overwhelming response being that creativity and storytelling is more important than it’s even been.

Forrester APAC vice-president and research director, Michael Barnes, is convinced CX leaders need to “fundamentally change” the core operating principles of their organisations in order to become a more customer-centric entity and be the engine of growth.

Kmart has successfully adopted a customer-centric approach and recognises CX is the company’s engine of growth.

Macquarie Bank’s decision to merge client experience (CX) with employee experience (EX) into one function has proven a landmark move that’s accelerated the bank’s customers capabilities and bolstered internal engagement.