Forrester Research recognizes ZS as a Leader among customer analytics service providers

ZS has been named a Leader in The Forrester Wave^™: Customer Analytics Services, Q2 2025 report. Leader is the highest possible classification a provider could receive, with Forrester saying “ZS’s personalization capabilities are exceptional, making it an ideal choice for large enterprises in healthcare, pharma, medtech, [quick-service restaurants], airlines and retail.”

Forrester Analyst and report author Zeid Khater evaluated 10 top providers in the customer analytics space, focusing on their current offerings, strategy and customer feedback. “ZS seeks to solve client problems by combining its strategy consultancy background and domain expertise with targeted technology solutions,” Khater wrote, citing two ZS platforms and products: 

• Max.AI, a low-code/no-code agentic AI platform that enables companies to create autonomous AI agents at scale
• Personalize.AI, a SaaS product that helps companies deliver personalized customer experiences at scale, leveraging data from loyalty rewards programs, customer interactions and campaigns

Khater wrote: “All reference customers were complimentary and expressed high satisfaction with ZS’s test and control capabilities within the Personalize.AI platform.”

“[ZS] emphasizes speed and quality of service, likening itself to an ‘Amazon Prime of analytics,’ made possible through a variety of customer data models customizable for domain- and industry-specific needs, such as refining loyalty programs for quick-service restaurants (QSRs) or optimizing patient journeys in healthcare,” Khater wrote.

Forrester evaluated vendors on 26 criteria. ZS received the highest possible score in 10 of the evaluation criteria. 

1. Generative and agentic AI expertise
   ZS helps clients build a future where AI can tackle their complex, open-ended questions that require deep reasoning. The report noted “A plethora of premier partnerships propel ZS’s innovation strategy, particularly for its gen AI and agentic AI focus, where ZS seeks to help clients accelerate AI adoption with its Max.AI agentic platform.”
2. Leading-edge analytics
   We use technology and AI to help clients transform from ad hoc insights to scalable analytics solutions that improve customer engagement, forecasting, internal collaboration and more.
   
3. Outcomes-based pricing models
   ZS puts a premium on value delivered in our pricing models. From the report: “ZS’s superior pricing flexibility includes joint ventures, which make up roughly 20% of its customer analytics revenue when combined with outcome-based pricing. ZS excels in global delivery with 35 offices providing cost-effective services through diverse, multilingual teams offering 24/7 support.”

Complete the form below to read the report.