Executive Research Leader
Melissa Fersht is an executive research leader and head of the research innovation team for HFS Research. She leads all of HFS’ research initiatives for customer experience, including contact center, digital marketing and sales, CX design, and conversational AI. Her industry research focuses on key services dynamics within travel and hospitality firms. As research innovation team lead, Melissa also oversees the continuous improvement and re-imagination of HFS’ Horizons market assessments and data management hub.
Melissa brings hands-on industry and analyst experience to HFS. She previously led IDC’s Worldwide Customer Experience Management Services program, which included analyzing evolving contact center business process delivery and consumer communication trends. Prior to IDC, she held various roles in the BPO industry, including new client implementation, program design, and training development in Manila and Cebu, the Philippines. Melissa has led plenary sessions at HFS Summits, NASSCOM, IDC Directions, NRF, Phocuswright and various other service provider and industry events.
Melissa graduated with honors from the University of New Hampshire with a bachelor's degree in English and communication and is a Phi Beta Kappa honor society member. She is a Boston area native who enjoys traveling, kickboxing, and spending time outdoors with her adorably mischievous hound dogs.
May 15, 2023 A look at how Accenture performed in the HFS Horizons: Digital Marketing and Sales Services Capabilities, 2023.
May 12, 2023 Metaverse strategies must deliver authentic human connections in a digital format.
May 4, 2023 The report evaluates the leading service providers in Digital Marketing and Sales services.
April 24, 2023 This report dives into how employee experience is defining the digital workplace.
April 13, 2023 Ravi Kumar shares his vision for how services industry leaders can help shape the workforce of the future.
April 11, 2023 Building partnerships beyond the business with an experience-first focus is imperative for modern marketers.
April 6, 2023 Sitel Group’s 750-plus customers have a new name to get used to. Here's why, and the difference it is going to make.
February 6, 2023 Enterprise leaders at a recent HFS roundtable supported by Uniphore shared insight on reimagining CX in an uncertain world.
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