Megan Burns

Principal Analyst serving Customer Experience PROFESSIONALS

Megan serves Customer Experience Professionals. She is a leading expert on measuring customer experience, benchmarking a company's ability to deliver great customer experience, estimating the ROI of a customer experience improvements, and getting executives to actively participate in the customer experience transformation. She manages Forrester's Customer Experience Index, an annual benchmark of the customer experiences delivered by more than 150 large US firms. In addition to these primary areas of study, Megan's secondary coverage includes best practices for customer experience governance and creating customer-centric cultures.

As an accomplished public speaker, Megan is a frequent presenter at industry events such as Forrester's Customer Experience Forum and the NetPromoter Conference. She has been quoted in media outlets including The Wall Street Journal, Internet Retailer, and B2B Magazine.


Previous Work Experience

Before joining Forrester, Megan spent more than six years defining online customer experiences for B2C and B2B websites at AT&T. That work included eCommerce, online customer service, and online marketing sites. She spent time at Intel and IBM before joining AT&T, and covered Web analytics and online customer experience during her first three years at Forrester before shifting to focus on enterprise customer experience transformations.


Education

Megan holds a master's degree in software engineering from Carnegie Mellon University, where she specialized in user and business requirements. She also holds a Bachelor of Science degree in computer science from Rensselaer Polytechnic Institute.

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62 results in Reports

  • Megan Burns
  • For Customer Experience Professionals

    Report:How Companies Improved Their CXi Scores, 2012

    Best Practices: The Experience-Driven Organization Playbook

    Forrester spoke to leaders at brands whose Customer Experience Index (CXi) scores went up appreciably in 2012. Our goal was to understand what drove those customer experience improvements. The...

    • Downloads: 179
    • Rating:
  • For Customer Experience Professionals

    Report:Websites That Don't Support Customers Waste Millions

    Business Case: The Digital Customer Experience Improvement Playbook

    This report is an update to "Web Sites That Don't Support Customers' Goals Waste Millions" originally published on February 17, 2010. To understand the effect of poor website usability, Forrester...

    • Downloads: 166
  • For Customer Experience Professionals

    Report:Enterprise Customer Experience Transformation Consultants

    Tools And Technology: The Experience-Driven Organization Playbook

    This report is an update to "Enterprise Customer Experience Transformation Consultants" originally published on October 21, 2010. This report provides an overview of the types of technology that...

    • Downloads: 92
  • For Customer Experience Professionals

    Report:Customer Experience Maturity Defined

    Vision: The Experience-Driven Organization Playbook

    This report is an update to "Customer Experience Maturity Defined" originally published on September 12, 2011. This report gives customer experience professionals who discover the need to transform...

    • Downloads: 179
  • For Customer Experience Professionals

    Report:Manage The Customer Experience Project Portfolio

    Continuous Improvement: The Experience-Driven Organization Playbook

    This report is an update to "Managing The Customer Experience Project Portfolio" originally published on February 12, 2010. When transforming their firms into experience-driven organizations,...

    • Downloads: 62
  • For Customer Experience Professionals

    Report:How Four Firms Measure Customer Experience

    Performance Management: The Experience-Driven Organization Playbook

    This report is an update to "How Four Firms Measure Customer Experience Across The Enterprise" originally published on January 22, 2010. Chief customer experience officers (CC/EOs) need a set of...

    • Downloads: 178
    • Rating:
  • For Customer Experience Professionals

    Report:The State Of Customer Experience, 2012

    Landscape: The Experience-Driven Organization Playbook

    Because customer experience is a fairly new business discipline, many customer experience professionals aren't sure what to focus on, how to structure their programs, or how the challenges they face...

    • Downloads: 131
    • Rating:
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2012

    Business Case: The Experience-Driven Organization Playbook

    This report outlines the business case for customer experience professionals seeking to discover the business benefits of improving customer experience in an experience-driven organization. Years of...

    • Downloads: 235
    • Comments: 2
    • Rating:
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2012

    Benchmarks: The Experience-Driven Organization Playbook

    This report provides benchmarks of the quality of customer experience at major companies. It should be used to help customer experience professionals set goals and optimize as they transform their...

    • Downloads: 156
    • Rating:
  • For Customer Experience Professionals

    Report:How Rogers Communications Unified Its Approach To Customer Experience Measurement

    In just 18 short months, customer experience professionals at Rogers Communications (Canada's largest telecommunications company) developed and gained support for a new customer experience...

    • Downloads: 18
  • For Customer Experience Professionals

    Report:Model The ROI Of Customer Experience Improvement Projects: A How-To Guide

    Proving the business value of a better customer experience is a top priority for customer experience leaders. To help, we've identified a six-step process that lets even financial novices model the...

    • Downloads: 20
  • For Customer Experience Professionals

    Report:Better Customer Experience Correlates To Higher Net Promoter Scores For Banks And Retailers

    Investments in customer experience improvements are likely to drive a higher Net Promoter Score (NPS). Forrester tested the strength of the correlation between customer experience quality — as...

    • Downloads: 27
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2011

    Improvements Can Add More Than $1 Billion In Revenue For Wireless Carriers And Hotels

    Customer experience professionals must clearly articulate the business benefits of improving customer experience. Years of Forrester data confirm the strong relationship between the quality of a...

    • Downloads: 13
  • For Customer Experience Professionals

    Report:Customer Experience Index, 2011: Health Insurance Plans

    Health Insurance Plans' Improvement Efforts Are Starting To Pay Off . . . Slowly

    Health insurance plans as an industry had the lowest average score in Forrester's Customer Experience Index, 2011. But the news isn't all bad. Companies like Tricare and Kaiser had scores in the...

    • Downloads: 34
  • For Customer Experience Professionals

    Report:How Companies Raised Their Customer Experience Index Scores, 2011

    To understand how companies drive customer experience improvement, Forrester spoke to leaders at brands having Customer Experience Index (CxPi) scores that went up appreciably in 2011. We uncovered a...

    • Downloads: 28
  • For Customer Experience Professionals

    Report:The State Of Customer Experience, 2011

    Companies Have Lofty Goals But Aren't Doing What It Takes To Reach Them

    To assess the state of customer experience in 2011, Forrester surveyed 118 customer experience professionals around the globe. More than two-thirds said that their firms aim to differentiate based on...

    • Downloads: 9
    • Rating:
  • For Customer Experience Professionals

    Report:Perception Is Reality When Measuring Customer Experience

    When measuring customer experience, companies need to focus on customers' perceptions of their interaction with the firm. That's because experiences are subjective — customers' perception is...

    • Downloads: 18
  • For Customer Experience Professionals

    Report:The Customer Experience Index, 2011

    Consumers Rate The Customer Experience Across 153 Large US Brands

    To assess the state of customer experience in 2011, Forrester asked more than 7,700 US consumers about their interactions with a variety of companies. Based on their responses, we calculated Customer...

    • Downloads: 18
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2010

    What A Higher Customer Experience Index Score Can Do For Revenue

    To help customer experience professionals prove the business value of a better enterprise customer experience, we built simple models that show how revenue increases when a company's Customer...

    • Downloads: 18
  • For Customer Experience Professionals

    Report:How American Express Empowers Call Center Employees To Deliver Great Customer Experience

    A Report From Forrester's Customer Experience Forum 2010

    American Express listens to its employees. At Forrester's Customer Experience Forum 2010, Reena Panikar, vice president and business leader of American Express' Customer Service Center in Fort...

    • Downloads: 21
  • For Customer Experience Professionals

    Report:How Satisfied Are Consumers With Phone Experiences In 2010?

    Consumers Rate Their Satisfaction With Phone Experiences Across 13 Industries

    For many companies, the phone is a major channel through which they interact with customers. Forrester surveyed 4,653 consumers to find out how satisfied they were with the phone interactions they...

    • For Customer Experience Professionals

      Report:How Satisfied Are Consumers With Web Site Experiences In 2010?

      Consumers Rate Their Satisfaction With 87 Web Sites Across 13 Industries

      Forrester recently asked US online consumers to rate their satisfaction with Web site experiences at companies they've done business with across multiple industries. When the results were tallied,...

      • Downloads: 4
    • For Customer Experience Professionals

      Report:Three Secrets Of Success For Customer Experience Organizations

      Customer Experience Teams Need To Build A Strong Internal Brand

      Centralized customer experience organizations play an important role in a company's journey to Experience-Based Differentiation. Forrester examined the inner-workings of several such teams and found...

      • Downloads: 13
    • For Customer Experience Professionals

      Report:Customer Experience Spending Will Rise In 2010

      More Firms Plan To Grow The Customer Experience Budget Than Cut It

      A recent survey of Forrester's Customer Experience Peer Research Panel shows that the number of firms looking to spend more on customer experience in 2010 is up, while the number of firms that plan...

      • Downloads: 1
    • For Customer Experience Professionals

      Report:Measuring Customer Experiences At LEGO

      A Report From Forrester's Marketing Forum EMEA 2009

      At Forrester's Marketing Forum EMEA 2009, LEGO's vice president of consumer experiences, Conny Kalcher, told audiences how the company used a variety of tactics — including a strong focus on...

      • Downloads: 4
     
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