Max Ball

Principal analyst at Forrester Research
Max Ball

Max Ball is on Forrester Research's digital customer and collaboration team serving customer service and technology leaders focused on transforming customer service engagement. He brings more than 30 years of industry experience in product management and product marketing in the areas of omnichannel contact center platforms, speech recognition and interactive voice response (IVR), mobile, social, chat, and WebRTC. His research focuses on the full breadth of contact center solutions ranging from self- and assisted-service applications to AI-driven digital customer experiences.

Prior to joining Forrester, Ball worked for several contact center and enterprise collaboration vendors. He worked most recently at RingCentral, where he was director of product marketing for contact center. While there, he helped launch Engage Digital and Engage Voice, the first contact center offerings fully owned by RingCentral. Prior to that, he held product management and marketing roles at technology vendors 8x8, Genesys, and Edify.

Articles by Max Ball

A few high-profile AI flubs show there's still work to be done.
Posted March 15, 2024

Good customer service does lead to increased revenue, customer loyalty, and brand advocacy.
Posted January 26, 2024

Customer service reps today need to be more like a Tuscan waiter:able to read the room, anticipate needs, and bring the goods when it's time.
Posted November 03, 2023

If you don't adapt, your team will not last long in this world.
Posted October 06, 2023

Generative AI and large language models are far different from the inventions of the past. This time, they're for real.
Posted August 18, 2023

As call center and unified communications platforms merge, companies need to consider the rest of the technology stack.
Posted July 13, 2023

There aren't many use cases in contact centers just yet, but the next two years will see lots of activity.
Posted May 25, 2023

AI is greatly expanding what contact center quality management solutions can do.
Posted April 14, 2023

Unlike in marketing, customers don't find personalization in the contact center to be creepy.
Posted March 03, 2023

There are better ways for companies to cut costs and keep quality customer service during a looming recession.
Posted December 23, 2022

The value of the contact center to the overall customer experience is growing, and it's going to take an organized approach to make sense of it.
Posted October 13, 2022

Customer insights can be the key to improving contact center and company operations.
Posted August 18, 2022