Thomas Husson

VP, Principal Analyst

Forrester Bio

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Blog

De la Crise à la Résilience

Thomas Husson June 25, 2020
Je suis toujours circonspect quand on utilise le terme « résilience » car je l’associe comme beaucoup aux travaux du neuropsychiatre Boris Cyrulnik. J’ai donc relu son interview aux Echos où il anticipe un changement profond de nos modes de vie et de nos habitudes : « après une catastrophe, la vie reprend, mais pas comme avant – ce […]
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Le futur du travail commence maintenant

Thomas Husson May 26, 2020

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Blog

Sortir du confinement pour entrer dans la crise

Thomas Husson May 11, 2020
Bien qu’il y ait déjà plus de 12 millions de chômeurs partiels, de nombreux français ne semblent pas encore réaliser l’ampleur de la récession économique qui s’installe. Ils vont sortir progressivement du confinement pour entrer dans la crise, qui s’aggravera si la confiance n’est pas au rendez-vous ou si le déconfinement est trop progressif. Une […]
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Blog

COVID-19 Europe Outlook: Brands Must Adapt To Consumers’ New Focus On Values

Thomas Husson April 30, 2020
The etymology of the term “crisis” refers in Latin to a “turning point in a disease, that change which indicates recovery or death” but comes in fact from the ancient Greek krinein, “to judge.” By analogy, the massive economic crisis that will follow COVID-19 will dramatically accelerate existing gaps in how companies have adapted to […]
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Blog

Anticiper le monde d’après

Thomas Husson April 8, 2020
La crise que nous traversons, comme toute crise, est un moment unique pour prendre du recul et revenir à l’essentiel. Ce grand entretien de Pascal Picq, paléontologue, dans les Echos, est fascinant et remet en perspective la crise du coronavirus dans l’histoire de l’humanité et de son environnement. Cet autre article passionnant sur l’histoire des […]
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Blog

How European Employees Feel About The Coronavirus Now

Thomas Husson April 7, 2020
Our #pandemicEX survey reveals that more than 40% of employees across Europe believe their governments are reacting too softly to the COVID-19 crisis, adding weight to their fears of job losses. Read all the results.
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Blog

Disney+ To Reset The Streaming War In Europe Amid The COVID-19 Crisis

Thomas Husson March 19, 2020
Streaming wars take a turn, as French government and telcos ask Disney to postpone the March 24 launch of Disney+ to avoid internet overload.
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Blog

Explore Computer Vision To Boost Your Brand

Thomas Husson February 21, 2020
The importance of logos, visuals, pictures, and videos is nothing new to advertising and marketing. However, the dramatic explosion in the number of consumer mobile devices with cameras and in the amount of visual content and sharing on platforms such as Instagram, Pinterest, Snap, and TikTok make it crucial for marketers to break down these […]
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Blog

Tendances 2020

Thomas Husson February 5, 2020
A l’occasion de sa seconde conférence à Paris dédiée à l’innovation technologique au service de l’expérience client et collaborateur, Forrester a réuni une centaine de dirigeants des plus grandes entreprises françaises pour échanger autour des dernières tendances et présenter les résultats de son baromètre de l’expérience client, le CX Index. David Truog, VP, directeur de […]
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Blog

AI Is A New Kind Of Creative Partner

Thomas Husson December 20, 2019
It's not about machines taking over. Rather, it’s about using intelligent technology to augment humans' capacity to create and execute ideas.
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Blog

Twenty Mobile Trends For 2020

Thomas Husson December 8, 2019
Fifteen developments we expect to see in the coming year — along with five that won't come to pass.
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Blog

2020 Marketing Trends

Thomas Husson December 6, 2019
VP and Principal Analyst Thomas Husson shares five predictions expected to impact CMOs and B2C/B2B marketers in Europe in 2020.
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Blog

Reimagine Mobile To Activate Your Total Brand Experience

Thomas Husson May 10, 2019
I focus a lot of my research on marketing innovation and have been working on mobile (first as a marketing guy at a telco in 1998, then as an analyst) for more than 20 years. However, it is still fascinating to me to see how many marketers wrongly think their company has fixed mobile basics […]
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Blog

What To Expect From Mobile World Congress 2019 Beyond 5G And Foldable Phones

Thomas Husson February 14, 2019
For the first time in 15 years, I will not attend Mobile World Congress (MWC). When I mentioned this to some clients, some of them told me, “Yes, you’re right: Mobile is dead. There is no innovation anymore. It is all about AI and blockchain these days.” (?!!) I could not disagree more. The reason […]
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Blog

Customer Experience: France Is Lagging Behind

Thomas Husson February 11, 2019
After New York City, San Francisco, Sydney, Singapore, and London, Forrester hosted its first event dedicated to customer experience (CX) in Paris. It was a great pleasure for me to host about 150 leaders in a unique venue: the Parc des Princes (PSG’s football stadium!!) for a networking event to discuss CX trends and best […]
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Blog

CMOs: To Get A Seat At The Digital Transformation Table, Command Your Customer’s Experience

Thomas Husson February 5, 2019
Only 16% of CMOs are responsible for leading the execution of their firm’s digital transformation. Now is the time to rethink your role. Too few CMOs actively lead or are deeply involved in digital transformation. CIOs, COOs, CXOs, and CDOs have filled the gap but don’t represent the voice of the customer or bring the […]
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Blog

Turn Voice And Language Innovation Into A Conversational Strategy

Thomas Husson October 25, 2018
To shift from brand monologues to two-way dialogues, many brands are embracing live chat and piloting marketing initiatives on new conversational interfaces such as chatbots and voice-based assistants. However, conversational marketing is not new: It is simply based on listening to your customers, incorporating feedback into your marketing strategy, and communicating back to them in […]
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Blog

Digital Transformation: Why Culture Is So Key

Thomas Husson October 11, 2018
I am really honored to have represented Forrester in the jury of the eCAC40/Les Echos Index measuring the digital maturity of the largest French companies quoted at the French stock exchange (CAC 40 Index). The results are as follows (top 10 only): Société Générale  Total Schneider Electric Air Liquide Orange BNP Paribas Atos ENGIE AXA […]
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Blog

One To One — Digital Marketing Conference In Biarritz

Thomas Husson October 10, 2018
I am very excited to have been invited for the third time to give the opening keynote speech at One to One, a great marketing conference taking place on October 10–12 in Biarritz in the southwest of France. To summarize my talk in a few points, I have shared some global marketing trends and how […]
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Blog

How To Use Emotion To Deliver Your Brand Promise

Thomas Husson September 24, 2018
In a recent workshop with the marketing team of a large European brand, we discussed the importance for marketers to deliver their brand promise. About 45% of marketers now report to be in charge of the customer experience. Whether they officially own CX or simply orchestrate CX talent and resources does not matter. In that […]
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