Biographical Information

Ian Jacobs

principal analyst, Forrester Research

Ian Jacobs (ian.jacobs@ovum.com) is a senior analyst at Ovum. He can be reached on Twitter as @iangjacobs.

Articles for Ian Jacobs

With Customer Experience, ‘Good’ and ‘Consistent’ Aren’t Always the Same Thing

Experiences that lead to happy customer outcomes can yield less-than-ideal business outcomes

Virtual Agents Hear What You Say. Do They Know What You Mean?

Deciphering intent is best left to humans, who have a hard enough time with it

Customer Service Needs to Tackle Customer Emotion

How a customer feels about an interaction is the biggest contributor to good CX

Real-Time Analytics Provides ‘Quality Assurance’—and Privacy Concerns

Those QA recordings can also be recording your emotional state. Should they be opt-in?

I Give and I Give, but You Take and You Take

Companies should try providing a little value before begging for more of our personal information

The Dawning of a New Era in CRM (Magazine)

‘Willkommen, bienvenue, welcome…fremde, etranger, stranger!'

‘Chatbot Hell’ Can’t Become a Thing

Let's not re-create the bad customer experience known as ‘IVR hell' with chatbots. Please.

Personalized Customer Service Means Recognizing Low-Key and Diva Moments

Journey maps can help companies understand—and adapt to—context.

3 Ways Mobile Messaging Boosts Customer Service

Messaging tools are wildly popular, but that's not the only reason to make them a service option

Why Increased Self-Service Can Be Good for Agents

Customers do everything they can to avoid talking to them—except when it really matters

Social Customer Service: The Hype Gives Way to Practice

But the model you choose will depend on who's using it, and how

Future Shock? Or Not?

Is frustrating customer service inevitable?

In Vino Veritas

Drinking in customer experience.

All I Know Is That I Don’t Know Nothing

Blending knowledge management with customer service is critical

Fundamentals Trump Everything

Providing an extraordinary experience should never compromise the basics

Hosted Contact Centers Poised for Growth

Purse strings loosen on capital spending, which may bring rapid deployments

New Tools and Old Mistakes

Contact centers risk wasting powerful technology on the automation of imperfect processes

Location’s Not Really Where It’s At

The danger of uniting location-driven applications and customer interactions

Postcards from the Edge

Just because you can engage with a community doesn't mean you have to.

Combine and Conquer

Consolidation can benefit customers and companies alike.

A Salesforce.com by Any Other Name

What do you do when your brand no longer reflects your offerings?

The Lessons of the Magic Curry Kart

Your local street-food vendor can teach your company a thing or two.

The New Interaction of Social Media

Beyond marketing, the popular tools and techniques can also serve as a channel for support.

An Opportunity in Chaos

Customer retention is the best use of a bad situation.

Bad Economy = Bad CRM?

Before the markets hit the skids, companies had just begun to target customer experience.

Socialized CRM

CRM has never prioritized the individual salesperson—but social networking changes all that.

We Are What We Expect

Shifts in customer satisfaction need to take into account shifts in customer expectations.

Your Customers Are Everywhere

Beyond the comfy confines of your corporate Web site, people are talking -- and complaining.

Playing at the Speed of the New

When online businesses put customer feedback to use quickly, customers begin to expect it from all companies.

Across the Universe

Not all agents are created equal.

We Can't Rewind, We've Gone Too Far

Stop regarding video as another technological nuisance--video will achieve the CRM trifecta of lower costs, better service, and happier customers.

Gethuman? Get Real.

The new project's standard could work to deepen, not reduce, consumer dissatisfaction.

Culture and Skills: The Right Route

Sending customer service queries to employees who are not trained in customer care is the wrong way to go.

Hell's Bells

The problem with automated phone systems is, companies neglect the various environments of a typical user experience.