Modern customer experience is data-driven. Management needs data-backed insights to understand what they can improve in their processes or products to yield better customer service. This is why research companies such as Forrester exist. Forrester is an advisory company offering research, consulting, and other services to help companies make better customer experience decisions. On the Modern Customer, I talked to Pete Jacques, a principal customer experience analyst at Forrester, about Forrester's recent report and we discussed that it's critical for customer experience leaders to deliver exceptional customer experiences. Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

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