Featured Blogs

Blog

GenAI Possibilities Become Reality When Leaders Tackle The Hard Work First

Lisa Gately February 21, 2025
Learn why well-meaning questions about generative AI adoption can become a distraction — and what to do first to reap real benefits.
Blog

Firefox Goes Off Brand

Andrew Cornwall 6 days ago
Mozilla’s recent change to the Firefox terms of use has led to concerns within the open-source, privacy, and web communities. Firefox now finds itself in a difficult spot.
Podcast

Taming B2B Buying Mayhem

What It Means 6 days ago
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.

Gain B2B Marketing Insights At Forrester’s Phoenix Summit!

Do more, see more, and learn more at B2B Summit North America, with new hands-on opportunities to connect with analysts, new research, and new frameworks to manage buyer chaos and align go-to-market teams.

Blog

Software Giants’ Q4 2024 Earnings: Tech Executives Are Still Responding

Faram Medhora 7 days ago
Our deep dive into the Q4 2024 earnings of 11 enterprise software companies revealed an accelerated drive toward AI, a sharper focus on cloud costs, and a surge in platform consolidation.
Blog

Build Effective Personas To Drive Empathy

Gina Bhawalkar 7 days ago
At their best, personas elicit empathy, help teams prioritize, and drive human-centric decision-making. Many fall short of this. Learn about the qualities of effective personas — and attend CX Summit North America to get a deeper dive and practice improving your own.
Blog

Siloed CX Metrics Are Holding You Back — Take Action At CX Summit EMEA

Martin Gill February 28, 2025
Too many companies invest in CX to improve what their customers say about their experiences, rather than to actually improve those experiences. At CX Summit EMEA 2025, learn how to create better, more meaningful experiences that foster loyalty and growth.

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Blog

The Brewing Battle For Digital Online Age Verification

Merritt Maxim 12 hours ago
The rapid shift to all-digital customer interactions during the COVID-19 pandemic drove considerable demand and innovation for high-fidelity digital-only identity verification (IDV) solutions that organizations could leverage to confirm an individual’s identity and eligibility for certain services. These IDV solutions often rely on the rich functionality available on mobile devices to conduct tasks such as […]
Blog

The Question Is No Longer “If” But “How” AI Is Transforming Software Development

Diego Lo Giudice 13 hours ago
In the rapidly evolving landscape of software development, one month can be enough to create a trend that makes big waves. In fact, only a month ago, Andrej Karpathy, a former head of AI at Tesla and an ex-researcher at OpenAI, defined “vibe coding” in a social media post. This approach to software development uses […]

2025 Tech Predictions: Your Must-Have Guide

From AI’s impact to cloud evolution and smarter workflows for the SDLC and AIOps, 2025 is set to be a big year for tech. Download our Predictions guide to see if you’re on track to make the most of these changes.

Podcast

395: Practitioner Stories: Embracing Journey Centricity At Nissan

The CX Cast 13 hours ago
Since 2018, Nissan has been on a path to transform its legacy systems and operating model to make customer journeys the center of value creation and create a best-in-class integrated customer journey. Jivesh Juneja, Customer Journey Director at Nissan, joins the CX Cast to discuss Nissan’s journey from embracing customer journey mapping to scaling out journey management and adopting a journey-centric operating model.
Blog

Agentic AI Is The Next Competitive Frontier

Rowan Curran 16 hours ago
In the ever-evolving landscape of artificial intelligence, businesses are moving beyond traditional AI agents toward something far more transformative: agentic AI. Standalone foundation models (with retrieval-augmented generation [RAG] added) can assist with summarization and question-and-answer tasks, but agentic AI systems can go much further: They can plan, decide, and act autonomously, orchestrating complex workflows with […]
Blog

Dual-OMS TEI: Companies Actually Get Their Money’s Worth

Emily Pfeiffer 16 hours ago
We evaluated the Total Economic Impact™ of companies that simultaneously use two order management systems, and our research uncovered surprising findings.
Blog

Forrester’s Customer Obsession Awards: Why Winning This Award Matters

Keith Johnston 18 hours ago
Showcase your customer obsession journey and achievements with Forrester’s 2025 awards. Apply now for the chance to gain global recognition and exclusive perks while elevating your brand.
Blog

Key Questions For Tackling Technical Debt

Linda Ivy-Rosser 1 day ago
Technology leaders are more focused on technical debt today to ensure that they can fully leverage tomorrow’s emerging tech. Find out the questions that you should be asking to manage the technical debt in your organization.

Ready For 2025? Discover Key B2B Marketing And Sales Predictions!

Check out our 2025 predictions for B2B CMOs and CSOs! Discover the groundbreaking shifts in AI, product-led growth, buying groups, and digital sales headed your way.

Webinar

Measure What Matters: Your Guide To CX Success

Learn from our analysts as they unveil the CX metrics framework, a tool to build effective measurement strategies that drive tangible results.
Blog

The Graphic Future Of IT Management

Charles Betz 2 days ago
IT management platforms are evolving from forms and workflow-driven systems into systems based on intelligent, interconnected knowledge graphs. Learn how and why in this post.
Blog

Prepare And Thrive: Australia’s Federal Government Agencies Should Plan For Post-Election MoG Change Now

Sam Higgins 2 days ago
As technology leaders in the Australian federal government, you’re no strangers to the complexities and challenges of machinery-of-government (MoG) changes. These changes, akin to M&A in the private sector, involve restructuring agencies, merging departments, and redistributing functions to align with evolving mission priorities. But sentiment within the Australian public service (APS) towards MoG changes tends […]
Blog

Sycamore Partners’ $10 Billion Prescription For Walgreens

Arielle Trzcinski 5 days ago
Walgreens Boots Alliance (WBA) announced it will go private in a $10 billion deal with Sycamore Partners. It comes at a crucial time for Walgreens, which faces declining sales, profitability issues, and scrutiny for its role in the opioid crisis. The formation of WBA in 2014 was intended to deliver a wider range of products and services globally and become a leading player in the international healthcare retail industry.
Blog

From Fixed Routes To Adaptive Navigation: Introducing Forrester’s Customer-Obsessed Mission Engine

Riccardo Pasto 5 days ago
Learn how a customer-obsessed mission engine can help public sector leaders achieve success by understanding their customers better and maximizing long-term value for them.

How Will 2025 B2C Trends Shape Your Strategy?

Prepare for the future with our 2025 predictions for B2C marketing and CX leaders. Learn how to refine your strategies for AI, tech stacks, loyalty programs, frontline agents, TikTok, and more.

Blog

Apple And The UK Government Broke A “Trust Promise”

Enza Iannopollo 6 days ago
We shared some classical Greek imagery in our recent blog on the UK government’s recent swathe of AI announcements. This week, I’m more inspired by Ancient Rome to say “mala tempora currunt!” Last month, Apple decided to stop offering its Advanced Data Protection (ADP) feature to new customers in the UK, and customers who opted […]
Blog

The Insurance Industry’s Data Posture Is An Existential Risk

Rohit Makhijani 6 days ago
Insurers collect a wealth of data, but only a few have found ways to harness its true potential. Most insurance business and technology leaders have very low confidence in their data assets’ ability to meet customer and competitive demands. Almost all incumbent insurance companies support disparate lines of business and individual parts of the value […]
Blog

Another Cautionary Tale Of The Perils Of Using Password Managers

Andras Cser 6 days ago
Last week, password wallet vendor LastPass experienced an outage. All LastPass systems and services have since been restored and are up and running. It is worth noting that this is not the first incident involving password wallet products. Past incidents include: LastPass had an outage in 2024. PasswordState had a malicious DLL cause a breach […]
Blog

Introducing The Forrester Wave™: Application Modernization And Multicloud Managed Services, Q1 2025

Bill Martorelli 7 days ago
Application modernization remains a critical priority for enterprises as they continue their journey to the cloud and beyond. While the “lift and shift” era of cloud migration has ended, the modernization journey continues.
Blog

How Do Your VoC And CX Measurement Practices Stack Up? Take Our 2025 Survey!

Maxie Schmidt March 5, 2025
Let’s clean out old insights and create new ones. That’s why we just opened our annual Feedback Management And CX Measurement Practices Survey to you.
Blog

It’s Time To Change The Rules For Defining The Value Of B2B Data

Brett Kahnke March 4, 2025
To prove that data investment should be a priority in your business, you need to adopt a rulebook that expands the definition of business value. Here's what to consider.
Blog

A Case Study In Efficiency For Municipal Procurement

Joe Cicman March 4, 2025
My new case study tells the story of how OMNIA Partners built OPUS by first studying its target market to come up with a unique solution. It illustrates the process of starting with the customer and working to the non-obvious solution.
Blog

Reorganizing Your Frontline Marketing Teams Without Clear Purpose Is Marketing Malfeasance

Naomi Marr March 4, 2025
This blog dives into the pitfalls of team reorganizations without a core purpose. Learn how to identify root causes and ensure that your reorganization efforts hit the mark.
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