Rick Parrish

Rick Parrish is a prominent figure in the field of customer experience (CX) and customer obsession research at Forrester, a leading market research company. He currently serves as the Vice President and Research Director, leading Forrester's Customer Experience and Customer Obsession research practices.12

Professional Experience

Rick has been with Forrester since October 2013, progressing through various roles:

• Vice President, Research Director (April 2022 - Present)
• Vice President and Principal Analyst, Customer Experience and Customer Obsession (July 2019 - Present)
• Principal Customer Experience Analyst (October 2013 - July 2019)1

In his current role, Rick leads the Forrester Decisions for Customer Experience Service and oversees the company's customer obsession research portfolio. He manages a team of analysts and executive partners who help CX leaders improve customer experience quality efficiently to drive business performance.1

Areas of Expertise

Rick's research focuses on several key areas:

1. Customer obsession strategies
2. Values-based customer experience
3. Forrester's Values-Based Experience Framework
4. Government customer experience
5. Customer Experience Management Maturity Model12

He is also responsible for coordinating and systematizing all of Forrester's research on customer obsession, which is central to the company's corporate strategy.1

Prior Experience

Before joining Forrester, Rick worked as an Intelligence Analyst and Manager at the Central Intelligence Agency from May 2008 to November 2013. He also briefly served as the Director of the Political Science Graduate Program at West Texas A&M University.1

Education

Rick holds a Ph.D. in Political Science from the University of Wisconsin-Madison (1998-2004) and a BA in Political Science and Philosophy from Loyola University New Orleans (1994-1998).1

Rick Parrish is a respected thought leader in the CX industry, frequently conducting consulting engagements, workshops, and speeches at client sites and conferences worldwide.1 His expertise and research contribute significantly to helping businesses and governments improve their customer experiences and overall customer obsession strategies.