The recent announcement that PG Forsta acquired competitor InMoment has the potential to shake up the staid customer feedback management (CFM) market, but the new organization will need to quickly offer something distinct from market leaders Medallia and Qualtrics to succeed. While it’s too early to predict the long-term impact of this acquisition, one thing is clear: CFM vendors are under pressure to figure out their identity in an evolving landscape.
Both vendors and CX leaders are grappling with an uncertain future, one where AI plays a growing role in customer experiences in ways we can’t yet fully imagine. At the same time, many organizations still rely heavily on traditional surveys and manual analysis to understand customers and make customer-centric decisions.
When I speak with CX leaders about their technology needs and vendor selection, I’m often reminded of the famous line from the band Queen: “I want it all, and I want it now.” It’s easy to sympathize with their high expectations. The sheer volume of options available under the umbrella of “CX tech” can be overwhelming. A quick Google search reveals a long list of vendors branding themselves as “CX technology solutions.” While it’s encouraging to see so many companies embracing the importance of customer experience, the term “CX tech” has become more of a buzzword than a meaningful category.
So how can CX leaders cut through the noise and find the right solutions for their organizations? My latest reports propose Forrester’s Function-First Tech Buying Framework as the solution for vendor selection. Use a function-first approach to focus on your organization’s goals first, then identify the technical functions required to achieve them. Too often, technology evaluation begins with a predetermined desire to acquire a specific category of tech, whether it’s a new CFM solution, analytics tool, or CRM software. Starting with technology instead of business needs frequently leads to overbuying, whether that means purchasing more features than your organization can realistically use or acquiring tools that duplicate capabilities you already have.
Our methodology also encourages CX leaders to look beyond the confines of their current tech stack and explore how other parts of the organization’s ecosystem might offer complementary or overlapping functionality. Collaboration across teams can uncover new ways to address needs and avoid siloed thinking.
Of course, function-first thinking isn’t a crystal ball — it won’t help you predict the future of CX tech and how generative AI for experience will evolve. But it does provide a structured approach to navigate the complexities of today’s market. Where CX technology is headed is an exciting topic, one I’ll be diving into more deeply in my research later this year.
Interested in learning more about function-first thinking or discussing the latest trends in CX technology? Join me in Nashville at CX Summit in June — I’d love to connect and explore these ideas with you!
Forrester clients can check out the new Function-First Tech Buying Framework reports now:
