What It Means: Recent Episodes
Forrester
The age of the customer isn’t a tagline — it’s a fundamental shift in the market that is forcing companies and executives to change course. In Forrester’s What It Means podcast, we’ll examine those changes, what they mean, and what executives can do about them.
This is a recently recorded classic that asked a question many leaders are now living with. As AI tools become part of day-to-day management, this conversation clarifies where AI can help and where human judgment still makes the difference. We hope you enjoy this episode.
This episode was recorded previously, but it has aged exceptionally well. As AI becomes embedded in everyday work, the reminder that success depends on people, not just technology, is even more important now than when we first recorded it. We hope you enjoy this episode.
This is a classic episode recorded earlier in our AI journey, but its core idea has only grown more relevant. As organizations move from experimenting with AI to running it at scale, the need to align AI by design has become a business imperative. We hope you enjoy this episode.
We recorded this episode earlier, but its insights have only sharpened with time. As AI reshapes how buyers discover information and conversations continue at Forrester’s B2B Summit event, this episode offers timely perspective on what marketers must rethink. We hope you enjoy this episode.
This is a classic episode that feels even more relevant today. As B2B leaders prepare for the Forrester B2B Summit, its focus on expertise and credibility speaks directly to how trust is earned in today’s buying environment. We hope you enjoy this episode.
This episode is quickly becoming a classic for B2B leaders. As we head into the Forrester B2B Summit, its perspective on buying networks and modern buying complexity is still essential listening for anyone focused on growth. We hope you enjoy this episode.
Our flagship podcast is on pause as we think about what comes next and how we can best bring our insights to life in an era of nonstop change.
Discover how Southwest Airlines nails its customer experience, the latest updates to WhatsApp for Business, and how AI is solving its own energy challenges.
Find out how AI is being used by B2B buyers and healthcare consumers, and get the latest forecast on the impact of AI on US jobs.
Happy New Year! We kick off 2026 by unpacking lessons from 2025 and what they signal for the year ahead. This episode brings together security, marketing, and content leaders’ perspectives so you can act with confidence.
The holiday season is in full swing, and as retailers vie for consumer dollars, some of the biggest ones are branching out to answer engines like ChatGPT and Perplexity. In this episode, we describe what that experience looks like now and what brands should do in response. We also look at the lasting implications of a high-profile legal case for CISOs and the state of AI in B2B sales.
It’s Predictions season here at Forrester. We recently published our 2026 predictions across a variety of business functions, industries, and geographies. In this episode, we take a detailed look at three of our boldest calls for the coming year.
Recently, a very bad day for AWS became everyone else’s very annoying day. And while the disruption was fairly short-lived, there are longer-term lessons to be learned. In this episode, we look at the lessons from the recent AWS outage as well as an overdue step by a social media giant and a reimagining of how we access information on the web.
Principal Analyst Alla Valente breaks down California’s new AI law, VP and Research Director Chris Gardner discusses the impact of AI models on software development roles, and Principal Analyst Nikhil Lai reviews Best Buy’s “in-store takeover” advertising offering.
Heading into the fourth quarter, there are no signs of a slowdown in developments that will keep business and technology leaders on their toes. This episode dives into the latest impacts of geopolitics on the tech industry and AI’s impact on commerce and buying networks.
Are you wondering about the emerging technologies and shifting market dynamics that might shape your strategy for 2026 and beyond? Then this episode is for you. Get a detailed look at how three big shifts could dramatically impact plans and strategies for the year ahead (and get a preview for one of our upcoming 2026 Predictions reports, to boot).
As we move into September, we dig into new sponsorship options for brands and find out how AI agents are impacting the customer success function as well as the industrial manufacturing and supply chain industries.
As we hurtle toward the end of August, it’s time to look toward the future. More specifically, the future of Anthropic (and other AI firms), the future of AI as a technology, and the future of the CMO role.
As the annual budgeting and planning season comes into full swing, we drill down into two unique pricing trends. We then take a detailed look at how to measure developer productivity.
July heats up with a look at the impact of some regulatory moves in the US and a deep dive into a new AI trend for developers that may be more useful than you think.
In this episode of What It Means, we dig into fear as a motivator in the B2B buying process, the human-centric future of digital experiences, and what CISOs need to know coming out of Cisco Live.
From pickleball to nuclear energy, this week’s episode covers a lot of ground. Listen in as Forrester analysts put three recent business headlines into context for sales, marketing, and technology leaders.
If there’s one constant in business today, it’s change. New partnerships, new strategies, and new risks are popping up in all areas. In this episode, we look at three major changes taking place in the B2C, B2B, and enterprise application spaces and tap our analysts for their guidance on how to manage these changes.
In this episode, we look at how to avoid the risks of AI-enabled tools in three common business use cases: coding, marketing, and product design. The key takeaway from all three areas: There’s still a strong need to have a human in the loop to review your AI outputs.
In this episode, we look at how one online retailer is working to minimize the impact of tariffs on its business, provide a review of a major cybersecurity conference, and highlight a new trend in software-as-a-service (SaaS) pricing.
In this episode, we look at a major legal ruling that could shake up the adtech market, some new capabilities to make AI agents even smarter, and a tech industry deal that could breathe new life into a struggling giant.
In this episode, we look at the ongoing fallout from two healthcare data breaches involving Oracle servers and what the on-again, off-again tariffs could mean for CIOs. Then we discuss the rising prominence of social media influencers in the B2B space — and why tapping your own employees could be a smart move.
There are some exciting changes coming to Forrester’s What It Means podcast. Get a sneak preview this week and tune in next week to hear a full episode.
What does it take to make the most of AI in the enterprise? Hint: It’s not the tools. VP and Principal Analyst J. P. Gownder shares insights on the value of putting humans at the center of your AI strategy.
The big challenge with AI for business is risk. How can an organization minimize the risk while maximizing the benefit of AI? In this episode, Vice President and Principal Analyst Brandon Purcell proposes a solution to this challenge — AI alignment — and outlines how an “align by design” approach can help.
For more than a decade, risk managers have been trying to use the three lines of defense (3LOD) framework for enterprise risk management. But it was never meant for that. In this episode, Senior Analysts Alla Valente and Cody Scott walk through the new Forrester Continuous Risk Management Model, a more holistic and business-centric risk management approach.
Changing buying dynamics and generative AI are bringing already strained B2B buying processes to a breaking point. This week on What It Means, VP and Research Director Steven Casey and VP and Principal Analyst Barry Vasudevan discuss these forces and introduce the concept of buying networks as they preview new research debuting at Forrester’s B2B Summit North America.
As generative AI changes how buyers search for information, what should marketers do to adapt their content strategies? This week on What It Means, Principal Analyst Lisa Gately shares her advice and previews her session on the topic at Forrester’s B2B Summit North America.
What are the latest trends in the semiconductor industry, and what does it mean for your technology plans? Senior Analyst Alvin Nguyen discusses the latest semiconductor advancements and market dynamics in this episode of What It Means.
What’s the difference between AI agents and agentic AI? In this episode VP and Principal Analyst Craig Le Clair and Senior Analyst Christina McAllister discuss the nuances of the two and use cases for both.
What distinguishes a manager from a coach-like leader? This week, Principal Analyst Betsy Summers and VP and Principal Analyst Peter Ostrow explore the evolving role of managers and how adopting coaching behaviors can empower teams for long-term success. They also preview their session on the topic at Forrester’s upcoming B2B Summit North America.
How important are your tech infrastructure decisions in the age of AI? Principal Analysts Michele Pelino and Naveen Chhabra review some of the latest tech infrastructure trends and predictions tech leaders should know as they build out their AI strategies.
Procurement is taking a more strategic role in two key areas. On this episode, Principal Analyst Gina Bhawalkar and Senior Analyst Jeffrey Rajamani discuss the opportunities for enterprises to align their procurement strategies with ESG and accessibility compliance goals.
Cryptocurrency is in the spotlight as a crypto-friendly US administration takes office. What might the coming months bring in terms of regulation? And how might uses of cryptoassets evolve? This week on What It Means, Vice President and Principal Analyst Martha Bennett and Principal Analyst Peter Wannemacher discuss the different types of cryptoassets, the state of regulation, and potential applications and risks.
What does an award-winning technology strategy look like? Find out as we highlight two of the most recent winners of Forrester’s Technology Strategy Impact Award, Best Buy and First Student.
Business and tech leaders expect (slightly) bigger budgets this year. How should they use them? On this episode of What It Means, VPs and Group Research Directors Stephanie Balaouras, Keith Johnston, and Srividya Sridharan dive into Forrester’s Budget Planning Guides’ recommendations for tech, marketing and sales, and customer experience (CX) leaders.
Despite Google’s recent reversal on third-party cookies, marketers need to prepare for data deprecation. Yet many aren’t. This week on What It Means, Senior Analyst Stephanie Liu and Principal Analyst Brett Kahnke discuss how B2C and B2B marketers can adapt their data strategies to maintain consumer trust and compliance.
Is creativity the hidden spark behind innovation? VP and Research Director Pascal Matzke and Principal Analyst Bernhard Schaffrik unpack why creativity is often undervalued and share strategies for leaders to foster it within their organizations.
Is alignment between B2B marketing and sales teams overrated? The concept may be in need of a rethink, say Principal Analysts John Arnold and Rick Bradberry. This week on What It Means, they describe what more productive marketing-sales relationships might look like.
Just as B2B companies are adopting generative AI (genAI) to gain efficiencies, so are their buyers. This week on What It Means, Principal Analyst John Buten looks at how buyers are using genAI in the purchasing process and what marketers and sellers should do in response.
The big challenge with AI for business is risk. How can an organization minimize the risk while maximizing the benefit of AI? In this episode, Vice President and Principal Analyst Brandon Purcell proposes a solution to this challenge — AI alignment — and outlines how an “align by design” approach can help.
With so much investment and attention, there’s growing impatience around AI. In this episode, VP of Emerging Technology and Principal Analyst Brian Hopkins and VP and Principal Analyst Ted Schadler take a longer view and discuss how AI will change the world in the next 20 years.
The holiday season is here. How do consumers feel about spending? This week on What It Means, VP and Principal Analyst Sucharita Kodali and VP and Research Director Emily Collins dive into Forrester’s latest research on holiday spending trends and share advice for retailers.
Two major antitrust lawsuits could loosen Google’s grip on online search and advertising. What are the potential implications, and how should brands and advertisers prepare? Senior Analysts Nikhil Lai and Mo Allibhai discuss the cases and the broader shifts ahead for search marketing and advertising on this week’s What It Means episode.
The role of the chief information security officer (CISO) is more vital than ever. But how are CISOs holding up under the spotlight, and how is the role changing? VP and Principal Analyst Jeff Pollard and Principal Analyst Jess Burn share some new research on the future of the CISO.
On July 19, an update from security software vendor CrowdStrike took down 8.5 million Windows endpoints and caused widespread chaos. In this episode, VP and Research Director Amy DeMartine and Principal Analyst Allie Mellen discuss the lessons learned from the outage and what steps security and business leaders should take as a result.
The rapid growth of AI will have both positive and negative impacts on the environment. In this episode, Vice President and Principal Analyst Thomas Husson delves into both AI’s environmental downsides and its potential to help solve the climate crisis.
AI has the potential to make the work of human resources more streamlined — and more complicated. How is that possible? Find out as Principal Analyst Betsy Summers explains the AI-HR paradox and sheds some light on the benefits and risks that AI poses to the HR function.
Reports of the demise of the CMO role have been greatly exaggerated, say VP and Principal Analyst Ian Bruce and VP and Research Director Mike Proulx. On this week’s What It Means episode, they dive into new research that paints a highly nuanced picture of the prevalence and tenure of CMOs.
What are the most compelling AI use cases in the public sector, and what are some of the challenges? Find out as Principal Analyst Sam Higgins shares insights on the current state and future outlook for AI in the public sector globally.
Are passwords obsolete or still a necessary evil? In this episode, Vice President and Principal Analyst Andras Cser and Principal Analyst Geoff Cairns describe where we are on the path to passwordless authentication for both enterprise and consumer users.
There are digital doubles and digital twins. How can you tell the two apart? And more importantly, are either (or both) right for your organization? Vice President and Principal Analyst Paul Miller and Senior Analyst Stephanie Liu provide clarity in this episode.
Generative AI (genAI) holds tantalizing potential for contact centers, but turning that potential into reality will require overcoming some hurdles. How should contact center leaders get started? Senior Analyst Christina McAllister provides insight on What It Means.
Medical deserts — geographic areas that lack essential healthcare services — encompass over 80% of counties in the US. How did we get here, and what will it take to reverse the trend? Principal Analysts Arielle Trzcinski and Judy Weader discuss on What It Means.
Business and tech leaders expect (slightly) bigger budgets next year. How should they use them? On this episode of What It Means, VPs and Group Research Directors Stephanie Balaouras, Keith Johnston, and Srividya Sridharan dive into Forrester’s Budget Planning Guides’ recommendations for tech, marketing and sales, and customer experience (CX) leaders.
Customer experience (CX) quality in the US has dropped for three consecutive years and now sits at an all-time low. What’s behind the decline, and how can brands turn things around? VP and Principal Analyst David Truog and Principal Analyst Pete Jacques weigh in on this week’s What It Means.
AI has been portrayed as both the solution to and the cause of employee burnout. Which is it? In this episode, VP and Principal Analyst J. P. Gownder and Senior Analyst Jonathan Roberts describe the impact of AI on employee burnout.
What are industry clouds? What are their use cases, benefits, and drawbacks? Find out as VP and Principal Analyst Kate Leggett provides a detailed look at the latest trends in industry clouds.
Generative AI is breathing new life into traditional technology, and enterprise resource planning (ERP) systems are no exception. In this episode, Vice President and Principal Analyst Liz Herbert discusses the opportunities, use cases, and challenges of genAI in ERP.
The pace of technology innovation can make it hard to keep an eye on the tech horizon. In this episode, Vice President of Emerging Tech Portfolio Brian Hopkins walks through this year’s list of the top 10 emerging technologies, describing when each technology will bring value to users.
The broad changes Broadcom made in the wake of the deal have technology executives reviewing their technology roadmaps closely. In this episode Principal Analyst Naveen Chhabra walks through the changes and discusses the choices available to VMWare customers.
As payment options have proliferated, they’ve become more than just a way to make a purchase. What should brands consider as they develop or add payment options to appeal to buyers? This week on What It Means, Principal Analyst Lily Varón shares insights and explains what’s ahead for digital payments.
With AI PCs finding their way into the consumer market this year, the big question is: When will they hit the enterprise market? In this episode, Principal Analyst Andrew Hewitt discusses the current state and future potential of AI PCs.
There are a lot of reasons why cloud cost management is a thorn in the CIO’s side. In this episode, Principal Analyst Tracy Woo describes how FinOps, the FOCUS standard, and other new initiatives can help reduce cloud costs.
Journey centricity can help companies boost their revenue, reduce costs, and build better experiences for customers and employees. What defines a journey-centric company, and what does it take to become one? Vice President and Principal Analyst Joana de Quintanilha explains on this week’s episode of What It Means.
As generative AI becomes more pervasive in products and ads, consumers are questioning what they see and, by extension, whether they should trust the brands using it. How should brands navigate these perils? Principal Analyst Audrey Chee-Read shares insights and advice on What It Means.
The world’s first binding legislation on AI has arrived, and its impact will extend far beyond Europe’s borders. This week on What It Means, Principal Analyst Enza Iannopollo explains the EU AI Act’s timeline, enforcement, and potential impact on innovation.
In today’s cybersecurity environment, threat detection is key. In this episode, Principal Analyst Brian Wrozek and Senior Analyst Janet Worthington discuss the top five cybersecurity threats in 2024 and how organizations can protect themselves.
How important is AI to cloud providers? And how vital is cloud to the expanding list of AI workloads? In this episode, Vice President and Principal Analyst Mike Gualtieri and Principal Analyst Lee Sustar explore all aspects of the rise of AI in the cloud.
Perhaps the biggest challenge CX leaders have is proving the value of CX. Can AI help? Principal Analyst Pete Jacques thinks so and joins the podcast to explain how AI can help CX leaders prove ROI.
If you think mainframes are dying or dead, this is the podcast episode for you. Senior Analyst Brent Ellis shares new data and insights on the current state and future of mainframes.
Many B2B companies’ revenue processes lack a key ingredient: customer value. Without it, efforts to grow will ultimately falter. This week on What It Means, Principal Analysts Amy Hawthorne and Rick Bradberry discuss how companies can begin transforming their revenue processes to better serve customers.
After years of underinvestment in management training, the era of AI brings an intriguing question: Can human managers be replaced by AI? Vice President and Principal Analyst Katy Tynan joins the podcast to provide her perspective.
As the hype surrounding generative AI yields to pragmatism, how can marketers take their genAI efforts from experimentation to excellence? VP and Principal Analyst Jay Pattisall and Principal Analyst Lisa Gately share advice on this week’s episode of What It Means.
Hybrid work is now the norm for many office jobs, but management styles haven’t quite caught up, says Senior Analyst Angelina Gennis. On this week’s podcast episode, she explains what it means to manage well in a post-pandemic work world.
What skills and competencies will B2B marketers need most to succeed in the future? In this episode, Principal Analyst Naomi Marr and VP and Principal Analyst Katy Tynan discuss what’s driving the need for new technical and human skills and how to close the gap.
As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this week’s podcast episode.
Customer advocacy initiatives often leave a key question unanswered: How do customers benefit? On this episode of What It Means, VPs and Principal Analysts Laura Ramos and Amy Bills explain how B2B companies can get more value from customer advocacy by understanding what motivates customers to participate.
Trust is paramount in high-stakes B2B buying relationships. How can B2B companies build and maintain trust among buyers? VP and Principal Analyst Ian Bruce explains on this episode of What It Means.
How is the growing disconnect between tech leaders and clinicians contributing to burnout? Find out as Senior Analyst Shannon Germain Farraher explores the current and future state of technology in clinical settings.
How will generative AI impact infrastructure plans? What regulatory issues will tech leaders have to grapple with? Hear Forrester’s technology analysts discuss their predictions for the latest tech trends in 2024.
Nothing can slow the AI revolution — except perhaps a shortage of the chips AI relies on. In this episode, VP and Research Director Glenn O'Donnell discusses how ongoing chip shortages could impact your AI plans.
The annual United Nations Climate Change Conference, known as COP28, wrapped up last month to mixed reviews. In this episode, Senior Analyst Abhijit Sunil discusses what he saw at the event and some of the key takeaways for business and technology leaders.
Generative AI is poised to upend every aspect of search marketing. In this episode of What It Means, Senior Analyst Nikhil Lai explains the rapid changes that search marketers need to prepare for now.
Many revenue enablement leaders are simultaneously intimidated and intrigued by AI, particularly generative AI (genAI). The sooner they embrace it, the sooner they can help make sellers and other customer-facing roles more effective. Vice President and Principal Analyst Peter Ostrow shares advice for getting started with AI this week on What It Means.
Generative AI will make B2B sales, marketing, and product teams more prolific in 2024 — but not always in ways that are desirable. VP and Principal Analyst Laura Ramos and Principal Analyst David Parry discuss this and other 2024 predictions for B2B teams on this week’s episode of What It Means.
Is generative AI coming for your job? Find out as VP and Principal Analyst J. P. Gownder and Principal Analyst Michael O'Grady discuss a new forecast on the impact of generative AI on jobs in the US.
Is it finally time for self-driving cars and trucks to achieve their long-held promise? Find out as Vice President and Research Director Pascal Matzke joins the podcast to discuss the current state and future outlook for autonomous vehicles.
Where will AI go next? That’s the biggest question of 2024. In this special episode, nine Forrester analysts discuss what’s behind our 2024 predictions for AI and what the implications will be.
What’s in store for tech leaders in the year ahead? Find out as Vice Presidents and Senior Research Directors Matthew Guarini and Fred Giron discuss Forrester’s 2024 predictions for technology leaders.
As B2B buyers contend with tighter budgets, they’re looking to an unexpected source to help them make the right purchase decisions: product experts from vendor companies. Vice President and Research Director Amy Hayes discusses this and other findings from Forrester’s new State Of Business Buying report this week on What It Means.
Customer experience (CX) leaders are positioned to win big with generative AI (genAI) in 2024. But there’s a caveat: They must identify and augment the right drivers of CX performance. Learn more about CX in 2024 in this episode featuring VP and Research Director Martin Gill and Principal Analyst Judy Weader.
Is the push to encourage AI across the enterprise introducing more risk? Principal Analyst Andrew Hewitt discusses the pros and cons of bring-your-own-AI (BYOAI) in this episode.
Despite economic pressure, B2B sales and marketing leaders are prioritizing investment in revenue operations. In this episode, Vice President and Principal Analyst Laura Cross and Principal Analyst Anthony McPartlin discuss what’s behind the rise of revenue operations in B2B organizations.
Zero Trust has evolved since its earliest iterations, but it’s never been more vital than it is today. In this episode, Principal Analyst David Holmes discusses the origins of Zero Trust and its future impact on driving business value.
Recent, major shifts in the cloud space are prompting some technology leaders to review their cloud strategies. In this episode, Principal Analyst Lee Sustar provides his perspective on the future of cloud and how it may impact your technology roadmap.
Nervous about the privacy implications of your latest generative AI pilots? In this episode, Principal Analyst Enza Iannopollo shares some insights and mistakes to avoid.
For all the FOMO that generative AI has inspired among B2B marketers, many aren’t sure where to start with it. Principal Analyst Lisa Gately shares her insights this week on What It Means.
Delighted customers or PR nightmare? The difference can boil down to responsible design. Before your company ends up in an IRL episode of “Black Mirror,” listen to this podcast about responsible design featuring Principal Analyst Gina Bhawalkar.
The long-standing divide between tech executives and security leaders has widened of late, says VP and Principal Analyst Jinan Budge. What’s behind the tension, and what can be done to fix it? Budge shares insights from her latest research this week on What It Means.
The long-standing divide between tech executives and security leaders has widened of late, says VP and Principal Analyst Jinan Budge. What’s behind the tension, and what can be done to fix it? Budge shares insights from her latest research this week on What It Means.
Generative AI (genAI) has driven a lot of change in a short period. Senior Analyst Rowan Curran and Vice President and Principal Analyst J. P. Gownder discuss the genAI inflection point and its impact on the future of work.
The key to successful innovation is making it widespread, not siloed. But whose job is that? In this episode, VP and Research Director Pascal Matzke and Principal Analyst Bernhard Schaffrik discuss the technology executive’s role in driving innovation.
The AI explosion is having a complex impact on the tech workforce. In this episode, we’ll look at how AI has added to — and may alleviate — tech talent challenges.
In this preview of the upcoming Technology & Innovation North America event, five analysts provide their perspectives on how to reduce or avoid technical debt.
Will AI replace humans in making business decisions? Not so fast, says VP and Principal Analyst Brandon Purcell. In this episode, he reviews a new decision-making framework that defines how tech can help guide — but not make — our most critical decisions.
Struggling to figure out which emerging techs to focus on in the year ahead? In this episode, VP of Emerging Tech Portfolio Brian Hopkins and VP and Principal Analyst Michele Goetz discuss the top 10 emerging technologies list for 2023.
The internet of things (IoT) brings a lot of potential — and a lot of risk. In this episode, Principal Analyst Michele Pelino reviews the latest IoT use cases and Senior Analyst Paddy Harrington highlights some of the security risks involved.
Excitement around generative AI was palpable at last month’s Cannes Lions International Festival of Creativity. VP and Principal Analyst Jay Pattisall discusses this and other festival highlights on this week’s episode of What It Means.
In this session from last year’s Data Strategy & Insights Forum, Principal Analyst Max Ball discusses the latest trends in conversational intelligence with Senior Analyst Christina McAllister and Principal Analyst Seth Marrs.
Nearly half of B2C chief marketing officers don’t report to the CEO but instead, a different C-suite role. What’s behind the trend, and what should these “tucked” CMOs (and, really, all CMOs) do to succeed? VP and Research Director Mike Proulx explains on this week’s episode of What It Means.
The best way to predict the future is to understand the past. In this episode, Principal Analysts Sandy Carielli and Brian Wrozek share the security lessons learned in 2022 and how they apply to 2023’s biggest threats.
As business becomes more technology-driven, the role of technology leaders is changing, as well. In this episode, VP, Senior Research Director Fred Giron and VP, Principal Analyst Ted Schadler discuss new research defining the CIO’s role in powering growth.
From streaming services to ice cream, creative commerce is revolutionizing commerce by integrating all phases of the buying cycle. Learn how on this week’s What It Means with VP, Principal Analyst Jay Pattisall and Principal Analyst Kelsey Chickering.
As recruitment challenges persist, business leaders are looking to broaden their talent pools. In this episode, Senior Analysts David Mooter and Jonathan Roberts describe the benefits of implementing autism-friendly hiring practices.
Aligning customer experience, marketing, and digital functions around customer needs fuels growth for B2C companies. VP and Group Director Melissa Parrish explains how to build and rev a B2C customer-obsessed growth engine.
Short-term strategies to win buyers’ dollars are failing B2B buyers and companies. To drive consistent, long-term growth, B2B leaders need to align on customer value. This week on What It Means, VP and Principal Analyst Lori Wizdo and Principal Analyst John Arnold explain what it takes to build and maintain a B2B customer-obsessed growth engine.
Asynchronous chat is poised to proliferate throughout the B2C ecosystem, redefining expectations around customer service. Senior Analyst Christina McAllister joins to discuss the benefits and pitfalls of this technology.
Millennials and Gen Zers now comprise nearly two-thirds of B2B buyers. These younger buyers approach the buying process differently from their older counterparts — and they have higher expectations of vendors. This week on What It Means, VP and Principal Analyst Barbara Winters explains how B2B companies can effectively navigate the shift.
B2B marketing approaches often leave money on the table, say Principal Analysts John Arnold and Lisa Gately. On this episode of What It Means, they introduce lifecycle revenue marketing, a holistic approach to capturing growth opportunities with new and existing customers.
Generative AI is everywhere lately, but what will its real impact be on the enterprise? In this episode, Analyst Rowan Curran separates the hype from reality.
When it comes to buying green, not all buyers are the same. In this episode, Vice Presidents and Principal Analysts Sucharita Kodali and Thomas Husson explain the benefits of segmenting your customer base by green buying habits.
B2B leaders are getting serious about corporate social responsibility (CSR). But until they see it as central and not peripheral to the business, its impact will be limited, says VP and Principal Analyst Ian Bruce. On this week’s Forrester podcast, he explores the role that CSR now occupies in B2B companies and how leaders can implement meaningful CSR programs.
How can B2B marketing leaders chart a steady course for growth in a fickle economy? By taking cues from companies that have achieved strong revenue growth, says VP and Principal Analyst Barbie Mattie. On this week’s What It Means, she provides data-backed recommendations for actions to take.
As companies plan their future workplace strategies, what role should the physical office play? Vice President, Research Director James McQuivey and Vice President, Principal Analyst J. P. Gownder weigh in on this episode of What It Means.
The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.
Will TuringBots revolutionize the way software is developed? Or will they open developers up to new risks? Vice Presidents and Principal Analysts Diego Lo Giudice and Mike Gualtieri debate the pros and cons of AI for software development in this episode of What It Means.
How closely is the fate of blockchain tied to cryptocurrency? Do NFTs have business value? In this episode, Vice President and Principal Analyst Martha Bennett dispels some blockchain myths and shares some use cases that may not be on your radar.
Hear Forrester’s technology analysts share their 2023 predictions for AI, cloud, automation, edge/IoT, and software development.
The war in Ukraine, exorbitant energy prices, and economic turbulence will have a profound impact on Europeans’ attitudes and choices in the months ahead. Principal Analysts Enza Iannopollo and Dan Bieler break down Forrester’s 2023 predictions for Europe and the UK this week on What It Means.
Low-Earth-orbit satellites open up a host of new opportunities for businesses. Should your firm be exploring these new solutions? Find out in this episode of What It Means.
Climate change is among the biggest challenges we face, and the solution could be one of the biggest market opportunities in history. Learn about the unique opportunities provided by the green market revolution in this episode.
Would it surprise you to learn that only 2% of US financial services brands were rated “strong” on trust by their customers? In this episode, Principal Analysts Alyson Clarke and Tom Mouhsian discuss new research digging into the drivers and impacts of low trust levels in the financial services industry.
The current economic downturn is unlike others that have preceded it. Instead of becoming more abundant, talent will continue to be constrained. What should companies do — and what should they avoid doing — to navigate these unique challenges? Vice President, Principal Analyst Katy Tynan and Principal Analyst Betsy Summers explain as they break down Forrester’s 2023 future-of-work predictions.
In 2023, the economic fears that have plagued much of the rest of the world will dampen prospects for the APAC region. How will governments and business respond, and what should firms do to come out ahead? On this week’s What It Means episode, Vice Presidents and Research Directors Ashutosh Sharma and Michael Barnes discuss Forrester’s 2023 predictions for the APAC region.
An unpredictable economy will spur some unexpected changes in the technology space in 2023. Stay one step ahead of them as VP, Senior Research Director Matt Guarini reviews our 2023 predictions for tech leaders.
The alarm bells are sounding: CX organizations are in trouble. One in five will find themselves on the chopping block in 2023 as the economy weakens, CX performance slips, and proof of ROI remains elusive. But there’s good news, too. One in 10 CX organizations will be stronger than ever at the end of 2023, explains VP, Research Director Rick Parrish. Find out how in this episode of What It Means.
As inflation woes, market turbulence, and supply chain disruptions cloud the 2023 landscape, B2B organizations will look to their existing customers to forge a more predictable path to growth. On this week’s What It Means, VP, Principal Analyst Ross Graber discusses this and other 2023 predictions for B2B marketing and sales leaders.
Which emerging technologies should be on your radar in the year ahead? VP, Emerging Tech Portfolio Brian Hopkins and VP, Principal Analyst Julie Ask walk through Forrester’s list of the top 10 emerging technologies to watch.
As the demand for AI expands, so does the need for relevant data to develop the models that power AI. In this episode, Analyst Rowan Curran describes the role that synthetic data can play in expanding your AI efforts.
Forrester forecasts that by 2040, 63 million jobs will be lost to automation across the five largest economies in APAC. Principal Analysts Michael O’Grady and Sam Higgins discuss the complex factors driving those numbers and the future of jobs in APAC overall.
As automation efforts continue to expand across the enterprise, one question looms large: Who should be overseeing the use of automation technologies in an organization? In this episode, Principal Analyst Leslie Joseph provides his perspective.
Is your security team effectively assessing your exposure to geopolitical risk? Principal Analyst Renee Murphy and Senior Analyst Allie Mellen provide some insights and next steps every security org will want to hear.
No customer experience team, no matter how mighty, can achieve its strategic vision alone. Fostering the necessary cross-functional collaboration requires a strategy that taps into your organization’s existing strengths and cultural norms, explain Senior Analysts Su Doyle and Angelina Gennis on this week’s What It Means.
The Gaia-X initiative was launched in 2019 as a way for European governments to reclaim data sovereignty from non-European cloud hyperscalers. But it hasn’t lived up to its promise. In this episode, senior analysts Dario Maisto and Jeffrey Rajamani provide an update on the current state and future outlook for Gaia-X.
Where should technology leaders focus their 2023 investments? In this episode, VP, Research Director Chris Gardner and Principal Analyst Chris Gilchrist review the recommendations in Forrester’s new planning guides for technology leaders.
Meaningful change in a company doesn’t have to come from the top. Anyone — regardless of seniority or title — can bring it about, say Vice Presidents Meta Karagianni and Peter Ostrow. On this week’s What It Means, they discuss how B2B professionals can successfully initiate change and give a preview of their keynote session at Forrester’s B2B Summit EMEA.
B2B marketing leaders will face intense budget scrutiny as they plan for 2023. But making reactive, cost-saving decisions could undermine long-term gains, cautions VP and Principal Analyst Barbie Mattie. On this week’s What It Means, she discusses Forrester’s 2023 planning guide for B2B marketing executives and its spending recommendations.
Is overreliance on key security employees putting your entire organization at risk? Learn best practices for retention and succession planning in security from Senior Analyst Jess Burn.
Consumers, employees, and shareholders increasingly expect companies to speak out on social and political issues. When should they, and how should they make the decision? On this week’s What It Means, Vice President, Research Director Mike Proulx and Vice President, Principal Analyst Dipanjan Chatterjee explain how brands can navigate these scenarios.
Fears that automation will replace human creativity with mindless robots are unwarranted. VP, Principal Analyst Paul Miller and Principal Analyst Dan Bieler explain why in this episode.
What can be done to address a growing lack of trust in technology? Principal Analyst Sara Watson digs into the causes of this issue and provides some examples of firms taking proactive steps to minimize its impact.
COVID-related absenteeism continues to cause challenges across industries and business functions. In this episode, VP, Research Director James McQuivey and VP, Principal Analyst J. P. Gownder highlight some key learnings for workforce planning.
If aligning your operational platforms with your customer-facing platforms is way down on your IT roadmap, you might want to move it up. Hear VPs Linda Ivy-Rosser and Liz Herbert explain why in this episode.
Technology and marketing leaders need each other, and companies need strong technology-marketing partnerships. On this week’s What It Means, VP, Senior Research Director Matt Guarini and VP, Principal Analyst Thomas Husson explain why the CIO-CMO relationship matters more than ever and the key benefits of effective CMO-CIO collaboration.
Only 12% of CX pros rate their voice of the customer (VoC) program’s maturity as high or very high. In this episode of What It Means, Senior Analyst Colleen Fazio explains what’s blocking success with VoC and how CX professionals can derive value and get stakeholders excited.
There’s a giant disconnect between how executives view employee wellness and how employees view it. Senior Analyst Jonathan Roberts digs into the causes and impacts of that disconnect in this week’s episode.
The traditional focus on individual, marketing-supplied leads is failing B2B companies and buyers. So why does it persist, and what’s a better alternative? VP, Principal Analyst Terry Flaherty and VP, Research Director Mike Pregler discuss on this week’s podcast.
The problem with chatbots can be summed up in one question: “How can I help you?” This question sets the expectation that a chatbot will be as helpful as a human agent, which isn’t true. But don’t scrap all your chatbots. Instead, invest in experience design, says VP, Principal Analyst David Truog on this episode of What It Means.
Thought leadership content is everywhere. But, too often, it’s neither particularly thoughtful nor leading, say analysts Ian Bruce and Lisa Gately. On this week’s What It Means, they discuss what defines good thought leadership and how B2B firms can create it.
Marketers are accidentally funding misinformation and fueling the proliferation of dangerous falsehoods. In this episode of What It Means, Principal Analyst Kelsey Chickering discusses how marketers can protect their brand from this phenomenon.
B2B companies that center their strategies and operations on customers far outperform their less customer-focused peers. Still, when it comes to customer obsession, more isn’t always better. Analysts Amy Bills and Nick Buck explain on this week’s podcast why customer obsession means finding a balance.
The fact is, no business can stop every breach. So is it time to shift to a “post-breach” resilience strategy? Analyst Allie Mellen thinks so. This week, she discusses the best — and worst — security practices from various global regions.
Is emerging tech the cause of or the solution to the climate crisis? The answer is complicated. In this episode, Analyst Abhijit Sunil and VP, Research Director Glenn O’Donnell debate the benefits and impacts of emerging tech on the environment.
As more organizations branch out to use multiple cloud platforms and providers, the question becomes: Is there a strategy behind your multicloud decisions, or do they just happen? In this episode, Principal Analyst Lee Sustar and Senior Analyst Tracy Woo discuss the important differences.
Web3 proponents have a grand vision of a fairer internet. But will it ever become reality? VP, Principal Analyst Martha Bennett examines both sides of this complex question.
Why has inclusive design become so important? On this episode of What It Means, Principal Analyst Gina Bhawalkar and UX Researcher Senem Biyikli delve into the multi-faceted benefits of inclusive design.
Is the metaverse your ticket to marketing innovation or a quagmire into which marketing dollars will sink, never to be seen again? What is the metaverse, anyway? Join VP, Research Director Mike Proulx and VP, Principal Analyst Julie Ask as they explore what the metaverse means for marketers.
With the tech talent crunch in Europe creating urgent challenges, business and technology leaders are looking beyond their local regions to fill their skills gaps. On this episode, Principal Analyst Dan Bieler and VP, Research Director James McQuivey discuss a new report that identifies and ranks Europe’s top talent regions, or “skill clusters.”
Tailoring content for regional buyers is key to good customer experience, yet many global B2B companies don’t give it the attention it deserves. On this week’s What It Means, Principal Analyst Kathleen Pierce explains what a good content localization strategy entails and previews research that she’ll unveil at Forrester’s B2B Summit North America.
Following the lead of their B2C counterparts, B2B firms are embracing brand values and a broader notion of purpose. What’s at stake, and where do companies’ intentions fall short? On this week’s episode, Vice Presidents Nancy Maluso and Jennifer Ross weigh in and give a preview of their keynote session at Forrester’s B2B Summit North America.
Customer loyalty is not a new concept, but a confluence of trends has increased the emphasis that brands are placing on it. In this episode, VP and Principal Analyst Mary Pilecki dives into these trends and provides a sneak preview of new research that will be unveiled at CX North America.
Employee experience is a vital function without a home in most organizations. In this episode, Principal Analysts Katy Tynan and David Johnson debate where the EX function should reside.
As a CIO, do you dread talking to your chief risk officer about emerging technologies? In this episode, you’ll learn how to lead that conversation effectively from Principal Analysts Renee Murphy and Sara Watson.
What's the biggest mistake CX orgs make? Listening to their gut. If you want to design experiences that strengthen customer loyalty, listen to this episode about user research featuring Senior Analyst AJ Joplin.
What’s the missing ingredient for an IT organization to deliver value in a customer-obsessed company? It may well be your operating model. Learn more as Principal Analyst Fiona Mark and VP, Principal Analyst Bobby Cameron discuss transforming your IT operating model.
The past two years have shaped healthcare in profound and irreversible ways. In this episode of What It Means, Senior Analyst Natalie Schibell discusses the major shifts and what the future holds.
How can your organization become more adaptive? Stop hiring for jobs. Principal Analyst Katy Tynan and VP, Principal Analyst J. P. Gownder break down Forrester’s new “no more jobs” talent model.
Will increased automation add to job losses in the Europe-5 countries or help diffuse a demographic time bomb? Analyst Michael O’Grady discusses our forecast for the future of jobs in Europe.
The problem with chatbots can be summed up in one sentence: “How can I help you?” This question sets the expectation that a chatbot will be as helpful as a human agent, which isn’t true. But don’t scrap all your chatbots. Instead, invest in experience design, says VP, Principal Analyst David Truog on this episode of What It Means.
Are all algorithms inherently biased? Of course not, but the risk of AI gone wrong is a real one for many organizations. Find out why as VP, Principal Analyst Brandon Purcell discusses fairness in AI.
Forrester analysts provide their 2022 predictions for AI, automation, cloud, and internet of things (IoT) in this special edition of What It Means.
The future of work became unexpectedly real during the pandemic. Find out how work will evolve in 2022, as VPs James McQuivey and J. P. Gownder dig into our 2022 predictions for the future of work.
Today’s sales technology can improve nearly every aspect of selling — if it’s chosen wisely. This week, VP and Senior Research Director Phil Harrell discusses how B2B sales leaders should evaluate tech tools to make the right choices for their organization. He also introduces Forrester’s new Ask A Sales Leader podcast, which will feature interviews with sales executives on a wide range of sales topics.
How will the digital acceleration of 2021 impact trust patterns in 2022? Principal Analyst Enza Iannopollo provides an inside look at our 2022 digital trust predictions.
B2B marketing could be on the cusp of a momentous shift — if marketing leaders step up to the opportunity. VP and Principal Analyst Lori Wizdo and VP and Research Director Caroline Robertson explain what that requires as they discuss Forrester’s 2022 B2B marketing predictions.
In the coming year, the Asia Pacific region will take decisive steps toward becoming a digital society. What does that entail, and what else is in store for businesses and consumers? VP and Research Director Michael Barnes discusses Forrester’s APAC predictions on this week’s What It Means.
Values-based consumers will drive major changes in the European economy in the coming year. Find out how as VP and Group Research Director Laura Koetzle discusses our 2022 European predictions.
In 2022, B2C CMOs will either expand their remit and shine brighter than ever … or find themselves sidelined. The difference lies in whether a CMO can upskill and handle marketing’s new responsibilities or not, according to VP and Research Director Mike Proulx.
Will technical debt get worse in 2022? How about shadow IT? Or the war for tech talent? Find out when VP and Senior Research Director Matt Guarini discusses our 2022 predictions for technology leaders — including one prediction that didn’t make the list.
“Shortage” will be the name of the game in 2022. CX leaders will have to help their organizations contend with out-of-stock products, understaffing, and unhappy customers. Senior Analyst Judy Weader and Researcher Sam Karpinski explain how CX leaders can shine during a difficult year.
The B2B buying process has changed dramatically in recent years, and particularly during the pandemic. Are the changes permanent, and what should marketers do to adapt? VP and Principal Analyst Beth Caplow and Principal Analyst Barbara Winters provide insight on What It Means.
In this preview of our upcoming Data Strategy & Insights event, data executives from TIAA and Humana discuss the challenges and opportunities facing the chief data officer today.
Once again, marketing leaders find themselves planning for a year that seems to defy planning. How does the calculus differ this time around? On this week’s What It Means, Vice Presidents Craig Moore and Ian Bruce discuss Forrester’s 2022 Planning Assumptions for B2B marketing executives and how they can position themselves and their teams for success.
Biometric data use is at a crossroads. Consumers love the convenience it provides but have privacy concerns. In this episode, VP, Research Director Merritt Maxim and VP, Principal Analyst Andras Cser dive into the benefits and risks of biometric data.
To succeed in 2022 and beyond, B2B sales leaders need to transform and embrace the new digital normal. Vice Presidents Mike Pregler and Stephanie Sissler explain what that requires in this discussion of Forrester’s 2022 Planning Assumptions for sales executives.
Did you know that the technology industry accounts for more than 1.4% of global carbon emissions? So what are industry players doing about it? In this episode, Analyst Abhijit Sunil and Senior Consultant Jan Sythoff discuss the efforts being made and the returns being sought.
The short-term impact of the chip shortage is clear to anyone who’s tried to buy something with a plug or a battery lately. But what long-term impacts should IT executives look out for? VP and Research Director Glenn O’Donnell provides insights.
What’s the most important thing a security leader can do to empower their direct reports? Delegate. Learn how to do it effectively from VP, Principal Analyst Jeff Pollard in this week’s episode.
Last year, US retail sales increased 8.3% year over year. What will 2021 bring? VP and Research Director Fiona Swerdlow explains what retailers need to know before the season starts on this episode of What It Means.
Quantitative data science and qualitative design research deliver richer, more accurate customer insights by working together. VP and Principal Analyst Brandon Purcell joins What It Means to discuss how blending these two types of research can solve customer mysteries.
In an era of digital sameness and disruption, leaders need to look beyond their own four walls to innovate. In this episode, Vice Presidents Matt Guarini and Ted Schadler discuss the benefits and logistics of co-innovation.
What’s driving the increase in ransomware attacks, and what can security leaders do to protect their organizations? Analysts Allie Mellen and Steve Turner provide insight in this episode.
Employee wellness became a top priority during the pandemic. But will it remain one? VP, Principal Analyst James McQuivey and Analyst Jonathan Roberts discuss the role of employee wellness in the future of work.
As the pressure to prove marketing’s ROI intensifies, marketing leaders should work to build a strong alliance with their finance counterparts. Mastercard’s Chief Marketing and Communications Officer Raja Rajamannar went one step further, hiring a CFO to serve within marketing. He explains the benefits of this unconventional approach on this week’s What It Means.
There’s a culture crisis in the IT security field that could be putting firms at risk. Learn about the causes and cures of a toxic security culture from Principal Analyst Jinan Budge in this episode of What It Means.
The third-party cookie is riding off into the sunset, ending the Wild West era of digital advertising. What comes next? The answer is complicated, but the opportunities are many, explain VP, Principal Analyst Joanna O’Connell and Principal Analyst Tina Moffett in this week’s What It Means.
Are innovation and sustainability mutually exclusive? Not for tech firm Akamai. Get an inside look at Akamai’s strategies for driving innovation while meeting ambitious sustainability goals.
Struggling to embed technology-driven innovation into your organization? Nestlé’s chief innovation technology officer reveals the food and beverage giant’s secrets to innovation success.
Given the high-stakes nature of many B2B purchases, trust with buyers is key. At a time when trust is in decline, how can B2B companies accomplish this? VP and Group Director Isabel Montesdeoca and Principal Analyst Ian Bruce explain on What It Means.
Through a confluence of crises, public trust is shifting across the globe. In this episode, Senior Analysts Anjali Lai and Enza Iannopollo discuss the impact of those shifts and the importance of developing a trust strategy in your organization.
The days of relying on superstar sales reps to land huge, quarter-saving deals are over. Winning and retaining today’s buyers takes a systematic, broader-based approach to selling. Vice President and Senior Research Director Phil Harrell explains what this approach entails on this week’s podcast episode.
The pandemic highlighted the value of effective employee engagement. But what now? VP, Principal Analyst Thomas Husson and Principal Analyst David Johnson discuss the future of employee engagement.
Every marketing organization knows its content should be customer-centric. Yet many still struggle to deliver on this aim. On this week’s What It Means episode, VP Phyllis Davidson and Principal Analyst Lisa Gately discuss how B2B marketers can get it right.
What is design debt? Principal Analyst Andrew Hogan joins What It Means in advance of his talk at CX North America to discuss this hidden problem and how addressing it strengthens customer experiences.
Will software developers have to review every API they developed in the past decade? Thankfully, no. Analysts David Mooter and Sandy Carielli explain why in this episode of What It Means.
A customer experience (CX) technology portfolio is both a select set of tools and almost everything your organization uses. Principal Analyst TJ Keitt unravels this paradox and explains how CX professionals can best navigate the tech landscape.
As reopening slowly begins, we’re joined by VP and Principal Analyst Sucharita Kodali to explore how the pandemic has reshaped the retail industry and where retailers should focus their resources going forward.
How do you install creativity in your organization to drive growth? VP, Principal Analyst Ted Schadler and Principal Analyst Jay Pattisall provide some answers in this week’s episode.
The travel industry is ready for a much-needed boost. Will vaccines deliver it? Principal Analyst Tom Mouhsian walks through the many facets of this complicated issue.
What resiliency lessons can businesses learn from the pandemic? In this episode, VP Amy DeMartine and Senior Analyst Alla Valente review some of the best examples.
As many businesses prepare to return to in-person working, they are exploring the use of vaccine passports. Learn the benefits and risks of this strategy from Principal Analyst Heidi Shey and VP and Research Director Daniel Hong.
Like many industries, banking is inundated with emerging technologies. Forrester VPs Martha Bennett and Jost Hoppermann analyze which technologies show promise for banks and which are overhyped.
Struggling to manage product development in an era of constant change? Learn how Enterprise Holdings’ robust product development org adds clarity and discipline to the firm’s digital journey.
The massive spike in virtual health visits in 2020 wasn’t a passing phenomenon. On this week’s What It Means, Principal Analyst Arielle Trzcinski explains why virtual care is here to stay and what the implications are for patients, providers, and insurers.
We’re making a call: The Biden administration should create a federal chief customer officer role. VP and Principal Analyst Rick Parrish joins to explain why now is the perfect time and why federal agencies should prioritize customer experience.
The upheavals of 2020 forced customer service organizations to rapidly shift their operations. But which changes will become permanent? Explore the future of customer service in this episode of What It Means with VP, Principal Analyst Kate Leggett and Principal Analyst Ian Jacobs.
Customer experience professionals often believe that delight is the ultimate emotional goal of every customer journey. In this episode of What It Means, VP and Principal Analyst Joana de Quintanilha explains how a wider understanding of emotion drives more-effective customer journeys.
Is consumer trust disappearing? Join Senior Analyst Anjali Lai to explore why trust isn’t going away. Instead, it’s being earned in new ways and directed toward new entities.
COVID-19 accelerated changes that were already underway in B2B sales — and Vice President and Group Director Phil Harrell says there’s no turning back. On this week’s What It Means, he explains how sales organizations can position themselves for success in a permanently altered landscape.
The COVID-19 pandemic has written a new digital business case for most companies. In this episode, Vice President and Principal Analyst Ted Schadler describes how successful firms are accelerating their digital transformation in 2021.
As they emerge from the pandemic, organizations are making decisions on remote-work strategies. In this episode of What It Means, VPs J. P. Gownder and James McQuivey discuss the anywhere-work strategy as a solution.
Principal Analyst Jennifer Rouse explains how B2B marketing leaders can avoid potential pitfalls in board presentations and secure buy-in for key initiatives.
The interests of financial services firms no longer align with those of the customers they serve, Senior Analyst Aurélie L’Hostis argues. In this week’s What It Means episode, she explains why a strategic focus on consumers’ financial well-being is key to driving loyalty and future growth.
Forrester analysts provide their predictions for IoT, AI, blockchain, and cloud in this special edition of What It Means.
As you prepare your plans for the new year, Forrester analysts review their top predictions for IT, marketing, sales, and CX professionals in this special episode of What It Means.
In 2021, manufacturing firms will accelerate the use of technologies that helped them through the pandemic. Principal Analyst Paul Miller provides a deeper look on this week’s episode of What It Means.
The year ahead will bring new regulatory frameworks, UK data chaos, and a shift in attitude toward remote work in the EU. VP and Group Director Laura Koetzle explains what lies ahead on this episode of What It Means.
Consumer trust has always been important. But for 2021, consumer trust is underlined and bolded — nothing is more important for a brand’s survival. On this episode of What It Means with Vice President and Research Director David Truog, discover how CX pros will helm their firm’s journey into the brave new world of post-pandemic customer expectations.
The tumult of 2020 has turned yesterday’s marketing best practices into today’s imperatives. Explore our B2C marketing predictions in this What It Means episode featuring VP, Principal Analyst Shar VanBoskirk and Analyst Stephanie Liu.
COVID-19 has changed B2B marketing and sales — perhaps forever. Savvy marketers and sellers will seize the moment and transform their approaches to become truly buyer-centric. On this week’s What It Means, VP, Principal Analyst Lori Wizdo and Principal Analyst Mary Shea explain how the disruption of 2020 will shape 2021 and beyond.
After a year no CIO could have predicted, what can IT leaders expect in 2021? In this episode, Vice Presidents Brian Hopkins and Matt Guarini review Forrester’s CIO predictions for 2021.
In an era of systemic uncertainty, Forrester’s future fit technology model provides a blueprint for IT leaders seeking new ways forward. In this episode, we dig into the future fit model with Vice Presidents Bobby Cameron and Allen Bonde.
Employee experience leaders were challenged like never before in 2020. In this episode, Forrester analysts provide examples of organizations that have successfully adapted their EX programs this year.
With many business functions being automated, what makes financial services different? On this week’s episode, Principal Analyst Peter Wannemacher explores the issues of trust involved with autonomous finance.
Is the big push to digital transformation the end of technical debt? In this episode, VP and Principal Analyst Brian Hopkins discusses the issue in light of pandemic-driven, digital trends.
How do you proactively plan at a time when so little is certain? On this week’s What It Means, Vice President and Research Director Jennifer Ross and Principal Analyst Adele Sweetwood explain how B2B marketing leaders can guide their organizations through an unpredictable year ahead.
As sales leaders plan for 2021, leaning into data and insights will be key to success. Vice President and Research Director Mike Pregler explains why and dives into other action items for sales leaders in this week’s episode.
By disrupting familiar ways of working, the pandemic has forced B2B sales and marketing leaders to reprioritize and reflect. In this discussion of key priorities for European sales and marketing leaders, Vice Presidents Isabel Montesdeoca, Phil Harrell, and Meta Karagianni explain the lessons that can be learned from this period.
The pandemic has forced companies (including Forrester) to take planned in-person events virtual. What’s needed to make virtual events a success, and are they here to stay? Vice President and Global Head of Events Lisa Riley and Principal Analyst Jessie Johnson weigh in on this week’s What It Means.
A confluence of forces is accelerating change in B2C buying this year. In this episode, VPs Sucharita Kodali and Mary Pilecki discuss the near- and long-term impacts.
Customer obsession means putting the customer at the center of your business leadership, strategy, and operations. Learn how to define and operationalize a successful customer obsession strategy on this episode of What It Means with VP, Principal Analyst Shar VanBoskirk.
The CISO is no longer a terminal role. VP and Principal Analyst Jeff Pollard describes the abundance of options available for today’s CISO.
A brand’s silence on social justice issues can be louder than its words. On this episode of What It Means, VP and Principal Analyst Dipanjan Chatterjee explains why brands have to carefully assess what they stand for and communicate that to consumers and employees.
Marketing resources can be easy targets in an economic downturn. Yet these cuts are shortsighted and put companies on weaker footing long-term, say Vice Presidents Laura Ramos and Keith Johnston. Learn what companies and marketing leaders should do instead in this week’s What It Means episode.
What’s not changing: the five key dimensions of customer empowerment. What is changing: empowered customers’ desires. Dive deep into the shifting sands of consumer sentiment on this episode of What It Means, featuring Senior Analyst Anjali Lai.
Increased focus on customer and employee experience will change how CIOs structure their IT organizations. In this episode of What It Means, Principal Analyst Gordon Barnett provides insight on how CIOs can prepare their organization for the future of work.
The coronavirus pandemic has forced many firms to drastically cut marketing spending and reevaluate their agency relationships. In this episode of What It Means, Principal Analyst Jay Pattisall reviews the latest changes and what options CMOs have going forward.
Virtual care is not a new concept, but the COVID-19 pandemic has driven a dramatic surge in adoption. In this episode of What It Means, Senior Analyst Arielle Trzcinski discusses what’s driving this adoption and the future of virtual care.
The Wild West days of digital advertising are over. The next phase of advertising will focus on the customer experience. In this episode of What It Means, we feature VP and Principal Analyst Joanna O’Connell’s recent CX North America keynote discussing the future of advertising.
The COVID-19 pandemic has increased interest in robotic process automation (RPA), while its biggest challenge remains scale. In this episode, Vice President and Principal Analyst Craig Le Clair and Principal Analyst Leslie Joseph discuss the challenges of and solutions to scaling RPA at this crucial time.
The COVID-19 pandemic has accelerated digital efforts in the financial services industry while underscoring the need for customer empathy. Learn more from three analysts in this special episode of What It Means.
Since the outbreak of the coronavirus pandemic, firms have struggled to keep on top of customers’ fast-changing needs. To succeed, look no further than the journey map. We’re joined by VP, Principal Analyst Joana Quintanilha on this week’s What It Means to discuss how journey mapping can help firms right now.
More than one in three consumers believe social media does more harm than good. Many brands spend tremendous time and money on social media, only to get a tepid (or even angry) response. On this episode of What It Means, Senior Analyst Jessica Liu discusses a timely question: Is it time to break up with social media?
The coronavirus pandemic has dramatically accelerated many of the trends that will define the future of work. In this episode of What It Means, Vice Presidents and Principal Analysts James McQuivey and J. P. Gownder discuss the four “shocks” that will shape the future of work and how their timelines have shifted up.
Today’s B2B buyers don’t want to be treated as targets but instead, as equal partners. On this week’s episode of What It Means, Principal Analyst Steven Casey and VP, Principal Analyst Lori Wizdo discuss what’s driving the shift and how B2B marketers and sellers can adapt their strategies to win these buyers.
The coronavirus pandemic has accelerated the arrival of the future of work. To succeed amid the rapid change, enterprises must build a strong employee experience, says Principal Analyst David Johnson. Learn more on this episode of What It Means.
A global pandemic has no definitive end date, which makes planning a formidable challenge for businesses. In this episode, Vice President and Group Director Stephanie Balaouras discusses the importance of scenario planning in organizations’ pandemic recovery strategy.
The coronavirus outbreak has shuttered stores, left millions jobless, and changed the way consumers shop. As retailers scramble to adapt, their responses have uncovered weaknesses — but also revealed opportunity. In this week’s episode, Analysts Sucharita Kodali and Brendan Witcher delve into the coronavirus’s impact on retail and what the future may hold.
Remote work is the new norm for information workers due to the coronavirus outbreak. Analyst Andrew Hewitt joins this episode of What It Means to discuss the pillars that make up a successful remote working strategy: tech, culture, structure, and compliance.
Experiences that attract and retain customers start with customer-centric research. In this episode of What It Means, Senior Analyst Kelly Price explains how to conduct user research effectively amid the COVID-19 pandemic.
The COVID-19 pandemic is forcing organizations to adapt and change. In this episode, Vice President and Principal Analyst James Staten describes how enterprise speed informs an organization’s ability to be adaptive.
“The rise of the B2B marketplace” might read like a headline from the early 2000s, but it’s perhaps more relevant now than ever. In this episode of What It Means, Vice President and Research Director Allen Bonde discusses the latest trends driving renewed interest in the B2B marketplace.
The key to becoming customer-obsessed is turning data into insights. In this episode, Principal Analyst Jennifer Belissent provides guidance on how to make your enterprise more data-literate.
Fixed gender constructs have begun to erode. As perceptions evolve, so do the ways that brands market to consumers. In this week’s podcast episode, VP and Principal Analyst Dipanjan Chatterjee discusses how some leading companies have already shifted their approach and how other CMOs can get it right.
In this special episode of What It Means, three Forrester analysts review the business impact of COVID-19 and provide guidance on activating a response plan.
A persuasive customer experience (CX) business case delivers on the two Ms: measurable and meaningful. The case’s aims should be measurable (focused on metrics such as retention rate), but it also needs to meaningfully tap into the personal goals of internal stakeholders. Principal Analyst Maxie Schmidt breaks down how to build a persuasive CX business case on this episode of What It Means.
The sales-marketing divide of old lives on at many companies. Overcoming it is critical to giving today's savvy buyers the seamless experience that they expect. On this week’s What It Means, Phil Harrell, vice president and group director, explains how to bridge the disconnect to drive better results.
The specter of automation-driven job loss has made employees anxious and resistant to change. Principal Analyst J. P. Gownder joins to explain how an employee experience (EX) “bill of rights” can allay fears and boost morale by: 1) cementing what employees can expect and 2) ensuring that automation won’t cost your firm its valuable talent.
Firms debating the move to 5G have a number of factors to consider before determining whether it’s the right move. In this episode, Principal Analyst Dan Bieler discusses the benefits and challenges European firms face in moving to the latest cellular standard.
Will contact centers soon be whittled down to a single all-knowing chatbot? Sorry, not quite. But AI will remake customer service, starting from the outside in. Discover the contact center of the future on this week’s What It Means with Principal Analyst Ian Jacobs.
Brands such as Glossier, Peloton, and Sephora have shown that community can be a potent marketing tool. But building and maintaining customer communities isn’t as easy as it looks. On this week’s What It Means, Principal Analyst Emily Collins talks about what it takes to make community-building successful.
As AI-infused applications expand their reach, a question persists: How do you test the unknown? VP and Principal Analyst Diego Lo Giudice tackles that question — and more — in this week’s episode.
Many understaffed customer experience (CX) organizations are spinning their wheels and realizing they can’t meet their goals in a silo. On this week’s What It Means, Analyst Angelina Gennis joins to discuss how CX champions programs can catalyze CX transformation.
Mounting pressures on marketing leaders to deliver better brand experiences are forcing agencies to evolve. On this week’s What It Means, Principal Analyst Jay Pattisall discusses the changes ahead for agencies in 2020 and beyond.
2020 will be another year of dramatic change in the emerging tech space, pushing IT leaders to keep pace. In this episode, Forrester analysts provide their top predictions in IoT, AI, edge computing, and cloud computing.
CIOs, take note: 2020 will be a year of volatility, change, and opportunity for IT leaders. In this episode, VP and Principal Analyst Brian Hopkins reviews his 2020 CIO predictions and discusses what IT leaders can do to make the most of the year ahead.
The need to compete on customer and brand experience has redefined the CMO role and raised questions about the title’s fate. In this episode of What It Means, VP and Research Director Keith Johnston discusses the challenges facing chief marketers and the broader implications for organizations.
Join us on a journey to the center of the customer’s hollow universe. Forrester Senior Analyst Anjali Lai and VP and Principal Analyst James McQuivey explore why customers will yearn for brands to provide something more meaningful than the rapid escalation of self-centered benefits.
We’ve gotten used to adapting to technology. But in the future, tech will adapt to us. On this episode, Hector Ouilhet, head of design for Google Search and Google Assistant, shares the latest in people-centric design.
What does it take to design truly transformational, human-centric customer experiences? On this episode of What It Means, Bank of America’s Rachel Kobetz shares her insights.
Marketers’ efforts to get to know customers via data collection and personalization may be driving them away instead. On this week’s What It Means, Vice President and Group Director Melissa Parrish discusses what’s gone wrong and how marketers can end the disconnect.
Organizations that have been slow to commit to corporate values can’t afford to be anymore. On this episode of What It Means, Senior Analyst Anjali Lai describes the urgency executives face in balancing values-based consumers with business goals.
Brexit has been a three-year-long bumpy ride, and it’s not over yet. Listen in as VP and Group Director Laura Koetzle helps us untangle what’s happened, what could happen, and what companies should do about Brexit.
CMO-CIO collaboration is critical to delivering the rich digital experiences that customers have come to expect. Forrester VP and Research Director Keith Johnston explains why good CMO-CIO partnerships are still rare and what it will take to change that.
Amazon has staked its claim in the digital advertising space, challenging Google and Facebook’s dominance. In this week’s What It Means, learn how this will impact ad industry stakeholders and reshape the digital ad landscape.
Design is in a state of misalignment with customer needs. Principal Analysts Gina Bhawalkar and Andrew Hogan discuss the benefits of inclusive and ethical design in an age of digital manipulation.
Enterprise software use continues to expand exponentially, finding its way into all areas of the enterprise. Then why is overall spending growth in this massive market slowing? Find out in this episode of What It Means.
Deploying an automation pilot can bring quick results, but the real benefits come with a holistic strategy that connects all automation efforts across the enterprise. In this episode of What It Means, learn how Forrester’s automation framework can help.
On this week’s What It Means, Ticketmaster CMO Kathryn Frederick describes the eCommerce giant’s strategy of personalization through data transformation. Listen in and then get the latest on Ticketmaster’s journey at Data Strategy & Insights 2019.
The benefits of becoming a more adaptive enterprise are many — but so are the roadblocks. In this episode of What It Means, VP and Research Director Pascal Matzke outlines the work CIOs must do to foster a truly adaptive enterprise.
Financial services in Asia Pacific are in the middle of a radical departure from the past. Senior Analyst Zhi-Ying Barry joins to explain how the convergence of disparate forces are challenging the very nature of a financial services firm.
Customer experience (CX) organizations will revamp their skills and strategies in response to new business dynamics and transformative technologies. Dive in to the future of CX on this week’s What It Means with VPs and Principal Analysts Rick Parrish and Joana van den Brink-Quintanilha.
Confident, well-prepared employees fuel business transformations. Overwhelmed employees who fear the future can’t. Learn how to build an empowering employee experience on this week’s What It Means.
On this episode of What It Means, VP and Group Director Stephanie Balaouras and VP and Principal Analyst Jeff Pollard dissect the myths, misconceptions, and half-truths within the current cybersecurity staffing shortage — and discuss a more effective way for security and risk leaders to build a complete, qualified team.
Strategies don’t yield business results. The execution of a winning strategy does. On this episode of What It Means, Principal Analyst Sam Stern and VP, Training & Certification Erin Streeter discuss how learning empowers employees to activate business transformations.
Team structure sets the foundation for innovation. On this episode of What It Means, we’re joined by CEO Dennis Barnes to learn how RGAX organizes itself for transformative innovation.
Automation possesses transformational power, and yet, just as with all emerging technologies, implementation is everything. This week, we’re joined by VPs and Principal Analysts J. P. Gownder and James McQuivey to explore how automation will shape the future of work.
Forrester’s US CX Index™ 2019 revealed a modest increase in overall quality, with no brands achieving an “Excellent” score. VP, Research Director Harley Manning and Director, CX Analytics Michelle Yaiser delve into what’s behind the slow pace and how brands can accelerate.
Brands have driven themselves straight into Dullsville. For years, they’ve slashed creative to the quick and overinvested in tech. Principal Analyst Jay Pattisall explains why you need both to succeed, and how creative can augment your tech investments
For 18 months and counting, Facebook has been rocked by constant scandals. Senior Analyst Jessica Liu explains that Facebook will be fine in the short term. But in the long term . . . maybe not so much.
Privacy regulations can seem like a hassle. But if you want to grow customer affinity, privacy can be a strategic strength. Lloyds Banking Group Experience Strategist Laurent Christoph and Forrester VP and Principal Analyst Fatemeh Khatibloo explain how Lloyds uses privacy as a differentiator.
What does a Zero Trust framework look like on the ground? On this episode of What It Means, we’re joined by Principal Analysts Renee Murphy and Chase Cunningham to explore the intersection of Zero Trust and compliance.
On this episode of What It Means, Principal Analyst Rick Parrish lays out the case for why brands must craft a thoughtful values strategy — and why shouting values from the rooftops may not be right for your brand.
When emerging tech hype meets reality, businesses can lose. On this episode of What It Means, VP and Principal Analyst Martha Bennett guides businesses through the difficult work of successfully leveraging emerging tech.
How should incumbent brands respond to the direct-to-consumer (DTC) phenomenon? To help firms answer this crucial question, we’ve released Principal Analyst Ryan Skinner’s keynote from Consumer Marketing 2019.
Intelligent technology is spreading to fridges, bridges, televisions, and more. Edge computing seeks to link these smart devices into a smart ecosystem that can work with previously unimaginable complexity and speed. VP and Principal Analyst Brian Hopkins explains how.
With the infusion of tech into every aspect of modern business, a successful business transformation requires digital transformation. This week, WW CTO Michael Lysaght joins to explain how tech transformation can thrive during a larger business transformation.
Government agencies are striving to serve citizens better, faster, and more efficiently. As Principal Consultant Chris Gallacher notes, great citizen experience (CX) requires a revitalized tech core. Discover how to beat technical debt and win citizen approval on this week’s What It Means.
With good intentions, marketers have made wrongful assumptions about what customers want, corroding consumer trust. Hear VP and Group Director Melissa Parrish explain how marketers succeed by valuing their customers’ voices on this episode of What It Means.
The terms of Brexit are (still) uncertain. But you’ll thank yourself later if you prep for Brexit now. VP and Group Director Laura Koetzle advises how you should handle key issues on this week’s What It Means.
Looking to drive new digital business models? Well, it’s not possible if you don’t address your operational technology. VP and Principal Analyst Liz Herbert explains why modernizing foundational technologies is crucial for digital transformation.
Tech now plays a pivotal role in everything from apparel to banking. Digital transformation is crucial. But, as VPs and Principal Analysts John Rymer and Jeffrey Hammond explain, it’s only possible if CEOs support the software capability their firms need.
The term “business-to-business” can be deceptive: You’re never really selling to a business; you’re selling to people who happen to work at a business. Principal Analyst TJ Keitt explains why this makes B2B CX a crucial consideration.
The explosive growth of direct-to-consumer brands rests on a mix of agility and superior CX. Boxed CEO Chieh Huang gives us a deep dive into his company’s winning philosophy and strategies.
The tagline for this year’s RSA Conference was “Better.” According to Forrester VP and Group Director Laura Koetzle, this tagline is apt. Cybersecurity is a jigsaw puzzle still in its box: All the tech pieces are there, but forging the right configurations and strategies remains a to-do for most.
Don’t hold a funeral for mobile just yet. While the shiny promise of emerging technologies like AI may have stolen some of its spotlight, Mobile World Congress 2019 made it clear that mobile is the springboard for future innovations.
Health insurers face threats and limitations. But that doesn’t have to be a bad thing. As Senior Analysts Arielle Trzcinski and Jeff Becker explain, health insurers have an opportunity to redefine the member experience to boost satisfaction and engagement.
Why do people buy from direct-to-consumer brands? Until now, little research has been done to determine what’s driving consumers to choose DTC. Forrester Senior Analyst Anjali Lai shares pioneering research in this episode of What It Means.
2019 is shaping up to be a challenging year. The market may slow, but the pace of disruption won’t. Now isn’t the time to throw in the towel on digital transformation and CX. Instead, build a solid foundation and get ready to come out strong in 2020.
Forrester VP and Principal Analyst Brian Hopkins gives us a lesson on quantum computing: what it is, what it isn’t, and why it’s important to explore — even while the boundaries of the technology are still being defined.
Digital disruption has been the mantra of many over the past several years, but not everyone can be a disruptor — and not everyone needs to be a disruptor. Vice President and Research Director Pascal Matzke explores the benefits of being a strategic fast follower.
Information technology has changed substantially over the years, not just in the tech it deploys but in its influence within the business. Forrester’s Sharyn Leaver and Craig Le Clair discuss the future of IT.
Consumers have more tech at their disposal than ever before. And it has fundamentally changed how they experience brands. VP & Principal Analyst Dipanjan Chatterjee discusses the latest from CES 2019 and why marketers must understand the impact of consumer tech.
Martech changes, provides value, offers vaporware, and proliferates on a regular basis. So where does this leave marketers? Forrester Analysts Joe Stanhope, Rusty Warner, and Lori Wizdo help you untangle the martech knot . . . before your marketing org gets jumbled up.
Low-code development and shadow IT are not one and the same. As VP and Principal Analyst John Rymer explains, it’s all in how you govern.
Corporations can gain much-needed innovation by engaging startups. But as VP, Emerging Technology Research Carl Doty and Venture Scanner CEO Nader Ghaffari explain, most corporations lack the full-sector view and unbiased advice necessary to make the best decision.
In 2019, we predict that 20% of brands will throw up their hands and stop trying to win at CX. Why? CX is hard. But as VP, Research Director Harley Manning explains, the path of least resistance ends up being a bumpy ride in the end.
Happiness is not the prerequisite for productivity. As Principal Analyst Sam Stern explains, fulfillment and productivity are intertwined, and employee empowerment fuels both.
For three years running, Navy Federal Credit Union has been the top-ranked multichannel bank in Forrester’s CX Index. In this podcast episode, Navy Federal’s SVP Pam Piligian explains the customer experience strategy that drives the bank’s member obsession.
2019 will be a year of unprecedented cyberthreats to companies, and one major brand will lose valuation of more than 25% due to a cyberattack. Principal Analysts Jeff Pollard and Chase Cunningham explain why Zero Trust is the best defense.
Brands’ recklessness has marred algorithms’ success. Customers are fed up with data privacy breaches and “creepy” personalization. And soon, they’ll rebalance the internet. Get the full story at Forrester’s Data Strategy & Insights 2018 Forum. Get a preview on this week’s podcast.
Disruption is the new norm, but don’t let that intimidate you. Research Director Matt Guarini explains how CIOs can take the lead in the business of fast and furious.
Seamless customer experience is more than continuity across devices — seams traverse channels, contexts, and time. Principal Analyst Jennifer Wise discusses how firms can remove damaging seams using data, design, and technology.
Scott Sanchez, chief innovation officer at Nationwide, and Forrester Vice President and Principal Analyst James Staten discuss the realities of innovation: Culture, disruption, participation, acclimation, and customer obsession.
Research Director Frederic Giron discusses the three key layers of successful platform business models — technology, business, and relationship platforms — and how firms are using business platforms to expand their value position with customers.
GDPR seemed to promise chaos at the dawn of May 25, but we haven’t seen much yet. Senior Analyst Enza Iannopollo explains the lack of major headlines — and why you can’t be lulled into a false sense of security.
Chris Paul of LPL Financial and Daniel Patreau of CIBC discuss their enterprisewide innovation and culture transformation journeys, and how they’ve helped employees acclimate to change and participate along the way.
This holiday season, retailers should give customers seamless, satisfying experiences (i.e., what they want) and not “socks” (i.e., what the retailer wants to give). Principal Analyst Sucharita Kodali and Analyst Michelle Beeson impart holiday wisdom that will keep customers jolly all year round.
Analysts Brendan Miller and Jacob Morgan dive into the future of payments. In their next evolution, transactions will melt into the background to create a seamless customer experience.
Principal Analyst Oliwia Berdak discusses how insurers can use technology and data to transform the claims process — protecting the customer and delivering bottom-line performance.
To build customer loyalty, companies are tempted to hop on the “I’m your best friend” bandwagon or offer up coupons. But as Principal Analysts Emily Collins and Maxie Schmidt-Subramanian explain, the root of loyalty is delivering real value to customers.
The bad guys win in this one. Principal Analyst Jeff Pollard tells an attack story that will keep your PR team up at night and explains how to defend your brand against fake content.
Does your brand converse with customers, or are you the digital version of a boring, monologuing dinner party guest? Hashtag inventor Chris Messina discusses why relationship design is key to making brand conversation work.
No industry is safe from digital disruption — including manufacturing. Paul Miller explains how companies are overhauling their business models to stay competitive.
What do seat belts and security policies have in common? They’re life-saving, simple to implement, and people frequently opt to not use them. Principal Analyst Chase Cunningham discusses the risky business of working with unsecure startups.
A lot of companies talk about culture. But how do you walk the walk? Learn how Office Depot keeps focused and connected to its core purpose: helping every entrepreneur succeed.
Sixty-two percent of companies fail to get the most out of their business technology — and the CEO and CIO are to blame. Forrester CEO George Colony and Principal Analyst Bobby Cameron explain why these executives are responsible for leveraging technology to deliver the best customer experience.
Climate change poses a serious threat to business operations. Vice President Stephanie Balaouras and Researcher Sal Schiano discuss how firms are preparing for climate uncertainty and why they must do so.
As robotics revolutionize the workplace, how will humans find their place? Robotics quotient, someone’s ability to work effectively with robots, will soon be an essential skill. Analysts J. P. Gownder and Sam Stern ponder how employee experience can adapt to this bot-filled future.
Research Director Martin Gill explains the inherent issues that have plagued many digital transformation efforts and how companies can become fit for survival.
Senior Analyst TJ Keitt explains the importance of habits in customer experience design and how brands should use them to develop a loyal customer following.
Forrester Vice President and Group Director Sharyn Leaver discusses the future of organizations — what companies will look like, how they will function, and how they’ll be managed to maximize agility and efficiency in the not-so-distant future.
Forrester Vice President and Research Director Harley Manning discusses the 2018 US Customer Experience Index results and what they mean for companies trying to win on the value of CX.
Forrester Senior Data Analyst Anjali Lai introduces the Customer Energy Index: a measure of customer attitudes, behaviors, and actions that tracks the impact they all have on the global market.
Forrester Vice President and Principal Analyst Frank Gillett discusses the smart home: the types of technologies in the market, the ways in which they’re used by consumers, and how the smart home could change the economy as we know it.
Forrester Vice President and Principal Analyst James McQuivey interviews two USAA employees — Christy Rogers, VP of digital strategy and content operations, and Shauna Brown, AVP of bank digital channels — on USAA’s success in mobile banking.
Forrester Principal Analyst Fatemeh Khatibloo discusses the future of consumer data: its sources, purpose, and potential for changing the way brands and consumers interact.
Forrester Vice President and Principal Analyst Shar VanBoskirk discusses the new role of marketing — and how acknowledging and embracing change will lead to success.
Forrester Analysts Emily Collins and Sucharita Kodali discuss the future of retail loyalty programs — and how retailers can drive emotional loyalty with customers.
Forrester Vice President and Principal Analyst Craig Le Clair discusses robotic process automation (RPA) and how the technology can help companies along the path to enterprisewide digital transformation.
Forrester Principal Analyst Chase Cunningham explains Zero Trust: the concept behind the framework and how companies should implement it to protect their business.
Forrester Principal Analyst Jeff Pollard discusses the surveillance economy: the way that companies use personal data to influence and manipulate consumers’ attitudes, behaviors, and decisions.
What It Means cohosts Victor Milligan and Jennifer Isabella take a look back at the best and most impactful moments over the past year.
Global Head of eCommerce Cyril Lamblard discusses Nespresso’s digital transformation from a centrally managed eCommerce team of seven people to a matrixed organization with more than 500 digital experts across more than 40 countries.
Forrester Principal Analyst Chase Cunningham describes how Russia’s cyberattack on US infrastructure sends a critical message to firms: Prioritize security or expect risk around business continuity, brand trust, and more.
Vincent Bastid, CEO of the European Financial Management Association (Efma), discusses the necessary reinvention of financial services — and how firms must work together to accelerate transformation and innovation.
John Lincoln, customer experience leader at Duke Energy, and David Schoenberg, director of customer experience at PG&E, discuss how utilities are reimagining CX.
Forrester Principal Analyst Jay Pattisall discusses the threats and changes that agencies are facing and what they need to do now to survive an uncertain future.
Forrester Vice President and Research Director Sri Sridharan discusses how to avoid the illusion of insights in the quest to become an insights-driven business.
Forrester Analysts Brendan Miller and Josh Zelonis discuss the growing concern of security in retail — that which is real and that which is perceived.
Forrester Vice President and Principal Analyst Thomas Husson discusses the current state of augmented reality (AR) and virtual reality (VR) and when and how we’ll see these technologies scale.
Forrester thought leaders Matt Guarini, Keith Johnston, and Sam Stern predict what is going to happen to companies and industries in 2018 and beyond.
With the deadline for GDPR compliance looming in May 2018, Analyst Enza Iannopollo discusses the future under the GDPR — what choices companies can make and which firms should be truly concerned.
Data is currency and has value, but the majority of firms have not baked data into their economics. Principal Analyst Jennifer Belissent discusses the dynamic world of data and how companies can use data to drive revenue.
Research Directors Keith Johnston and Matt Guarini discuss the squeezes, shifts, and strategies for the CMO and CIO in 2018 — and how they can collectively lead change in today’s dynamic, consequence-heavy market.
Vice President and Principal Analyst Michael Facemire hosts a panel of his peers — Fatemeh Khatibloo, James McQuivey, and Shar VanBoskirk — to explore the future of marketing.
Vice President and Principal Analyst Sucharita Kodali discusses the implications of the tech titans in today’s market — and what it means to compete with them or join them.
Vice President and Principal Analyst James McQuivey describes how consumers are using intelligent agents to cocoon themselves from the digital noise and how this move is redistributing power — and relationships — from brands to tech giants like Amazon and Google.
In this bonus episode, Research Directors Glenn O’Donnell and Melissa Parrish discuss the repeal of net neutrality and what it means for your business and your customers.
Forrester Vice President and Principal Analyst Brian Hopkins discusses the relationship between successful digital transformation and business strategy — and how technology is accelerating the pace of change.
Forrester Principal Analyst Robert Stroud discusses how continuous delivery enables companies to keep pace with today’s fast-moving market.
Forrester Vice President and Research Director Melissa Parrish discusses the forces driving media market disruption and how media can address market headwinds.
Forrester Vice President and Principal Analyst Andras Cser discusses how identity management can enhance customer experiences and drive growth.
Forrester Vice President and Principal Analyst Bobby Cameron discusses the emerging digital crisis and what it means for the CIO.
Principal Analyst Rick Parrish discusses the current state of CX — and how companies can overcome stagnation and drive revenue with great customer experience.
Senior Analyst Joseph Blankenship discusses insider threats — how accidental and malicious misuse of company data threatens business performance and customer trust.
Principal Analyst Ellen Carney discusses the societal, consumer, and technology changes that are rewriting the insurance market — and provides guidance for insurers in this new world.
Senior Analyst Brandon Purcell discusses the current ethical pitfalls and unintended consequences of artificial intelligence and what’s at stake for executives and organizations.
Vice President and Principal Analyst Joe Stanhope discusses the current state of marketing technology — and the real opportunity for marketers to master this technology to drive a fundamental shift in their operations.
Forrester Analysts Carl Doty and Laura Koetzle continue their discussion on autonomous vehicles and how they will profoundly transform key industry domains.
Forrester Analysts Carl Doty and Laura Koeztle discuss the implications of autonomous vehicles — and how they will reshape the economy, society, and industries.
Forrester Analyst Sam Stern discusses the linkage between culture change and purpose — and how companies can overcome the challenges of culture transformation.
Forrester Analyst Nigel Fenwick discusses self-disruption and how traditional companies can translate extraordinary strengths into a disruptive mindset and motion.
Forrester Analysts Mike Gualtieri and TJ Keitt discuss the risks and rewards of artificial intelligence — and what actions companies must take to best leverage AI.
Senior Analyst Peter Wannemacher discusses why the once all-powerful banking model is now delicate and unstable — and the choice banks must make to remain relevant.
Principal Analyst Martha Bennett disentangles the hype from the reality of blockchain technology — and discusses its revolutionary potential for the economy.
Forrester Senior Analyst Tom Champion discusses the decline of consumer trust and how companies can rebuild brand equity with transparency, integrity, and competency.
Forrester Analysts Marc Cecere and Jeffrey Hammond talk through the battle for talent and how companies are making fundamental changes to ensure they can compete and win in the age of the customer.
Forrester Senior Analyst Anjali Lai shares why companies need to think about customers in the context of their motivations (not just demographics or current behaviors) and measure predictive factors to get ahead of rising customer expectations and potential churn.
Vice President and Principal Analyst Dipanjan Chatterjee discusses the evolution of brand management — and why legacy brand frameworks no longer cut it in the age of the customer.
Forrester Vice President and Principal Analyst Julie Ask shares what’s in the way for most companies trying to transform digitally — and provides a new way of thinking and working to gain momentum.
Forrester Vice President and Principal Analyst Frank Gillett provides a structured view of IoT — what it is, how to use it, and why you should.
Bestselling author and Stanford professor Chip Heath examines how identifying and building “defining moments” is changing the game for experience design and financial performance.
Forrester Analysts James McQuivey and Keith Johnston continue their discussion on the end of interruption-based advertising and reveal who the winners and losers will be in this new world.
Forrester Analysts James McQuivey and Keith Johnston describe a seemingly inevitable shift in advertising: from interruptive ads to experience-driven relationships.
Carnival Corporation’s Chief Experience and Innovation Officer John Padgett shares how Carnival is using technology to revolutionize the way we travel.
Forrester Principal Analyst Jim Nail shares how brands can align with consumers’ values to win their hearts and wallets.
Forrester Principal Analyst Fatemeh Khatibloo examines the impact of the new General Data Protection Regulation (GDPR), which rewrites privacy rules and converts privacy as a human right to a force of market disruption.
Forrester Principal Analyst Jeff Pollard explains the WannaCry ransomware attack and what it means to business and technology leaders as companies and institutions become increasingly under siege from cyberthreats.
Forrester Vice President and Principal Analyst Andy Hoar discusses the large-scale displacement of B2B sales reps by 2020, triggered by the powerful combination of empowered customers and digital technologies.
Forrester Vice President and Principal Analyst Michael Facemire describes a technology future that is on one level so obvious and human but on another level fundamentally disruptive.
Forrester Vice President and Research Director Benjamin Ensor discusses the uncertain future of banks — and the outside players threatening banks’ relationship with customers.
Forrester Senior Data Analyst Anjali Lai examines how the current turbulent social climate and the emergence of the values-based consumer are putting pressure on brands to take a stand.
Forrester Vice President and Research Director Pascal Matzke examines the rise of industrial digital platforms and how they are changing businesses and creating new and powerful products and markets.
Forrester Vice President and Principal Analyst J.P. Gownder digs into how automation and robotics will affect employment and the very nature of jobs.
Forrester Principal Analyst Brendan Witcher examines the current and somewhat confusing state of retail, disentangling why some retailers are struggling in a market that has more tailwinds than headwinds.
Forrester Principal Analyst Jeff Pollard discusses the implications of the CIA breach — exposing the immediate and far-reaching security threats driven by the internet of things (IoT) at a time when many companies are prioritizing time-to-market over minimizing risk.
Forrester Analysts Emily Collins and Rick Parrish examine the changing — or eroding — state of customer loyalty, as aged loyalty programs are misfiring against customer priorities and companies struggle for the hearts, minds, and spend of empowered, restless customers.
Forrester Vice President and Principal Analyst Brian Hopkins discusses the new technology revolution and its far-reaching implications to what companies are and how they need to work.
Forrester Principal Analyst Maxie Schmidt-Subramanian reveals the powerful (potential) relationship between customer experience (CX) efforts and financial performance — as well as the challenges many are facing to convert on that opportunity.
James McQuivey, Vice President and Principal Analyst at Forrester, delves into the recent discoveries on how emotion really works and what it means for your brand and customer experience design.
Join us each week for a conversation with thought leaders to define and demystify the rapidly changing market so you can see around the corner and play offense instead of defense.