Victor Milligan

Chief Marketing Officer

Forrester Bio

Author Insights

Wealth Management For Generations X, Y, and Z

Victor Milligan September 17, 2018

Wealth management is not a sleepy market, but the core business model and operations have remained relatively stable while other industries have been immediately — and in some cases — viciously affected by empowered customers and the dizzying pace of digital. It is already clear that younger customers are captivated by fintech and insurtech providers. They are willing to experiment and, in […]

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Customer Experience Index Reveals Brands Lack Human Connection

Victor Milligan September 5, 2018

Forrester’s 2018 Customer Experience Index (CX Index™) results continue to show that companies are struggling to create and sustain a human connection with their customers. This is not a question of delighting customers as an endgame or some fluffy sense of emotional attachment; this is a crass and clear story of financial risk. Taking a step […]

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Amazon Is A (Big And Scary) Red Herring

Victor Milligan June 14, 2018

Amazon is on the tip of the tongue when folks analyze the retail sector or try to craft strategies to save or re-energize retail brands. Sure, Amazon is reshaping the retail sector, causing turmoil for most and devastation to some. But that point is misleading and dangerous to brands looking for a single villain or […]

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The Fractured Banking Model: Embrace Change Or Fight It?

Victor Milligan August 28, 2017

In the latest episode of Forrester’s What It Means podcast, Senior Analyst Peter Wannemacher discusses how the traditional banking model is fracturing – making way for an open model that will reward those banks that adapt to customer expectations and behaviors unlike those that helped shape the current model; a fintech market that is creating a low level […]

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Blockchain Fever: The Potential And Challenges Of Blockchain Technology 

Victor Milligan August 21, 2017

In last week’s episode of Forrester’s What It Means podcast, Principal Analyst Martha Bennett disentangles the hype from the reality of blockchain technology — and provides a passionate perspective on blockchain’s potential as an economic engine. Podcast transcript Victor Milligan: Hi, I’m Victor Milligan. Jennifer Isabella: And I’m Jennifer Isabella. Victor Milligan: Your co-hosts for Forrester’s podcast, What It Means, where we explore the […]

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The Decline Of Consumer Trust And What To Do About It

Victor Milligan August 14, 2017

In last week’s episode of Forrester’s What It Means podcast, Senior Analyst Tom Champion explains why rebuilding trust with customers is not about brand hygiene but about growth, as more and more consumers show cynicism and skepticism towards brands and convert those feelings to actions. Podcast transcript Victor Milligan: Hi, I’m Victor Milligan. Jennifer Isabella: […]

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The Battle For Talent

Victor Milligan August 7, 2017

In last week’s episode of Forrester’s What It Means podcast, Marc Cecere and Jeffrey Hammond discuss today’s real and potentially dangerous gaps in talent — and how companies are making fundamental changes to strengthen their position in the market. Podcast Transcript Victor Milligan: Hi, I’m Victor Milligan. Jennifer Isabella: And I’m Jennifer Isabella. Victor Milligan: Your co-hosts for Forrester’s podcast What It […]

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How And Why Customers Are Empowered

Victor Milligan July 31, 2017

We recently launched Forrester’s What It Means podcast where we talk with thought leaders to define and demystify the rapidly changing market — and identify what these changes mean for executives today. In last week’s episode, Anjali Lai, senior data analyst, described how customer expectations and behaviors are changing — across generations and regions — and how that it putting increasing pressure on companies’ performance. The […]

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Interruptions To The Advertising Market

Victor Milligan July 25, 2017

The advertising headwinds have been gathering. The $7.4B lost to bad ads. The chronic underperformance. Major firms pulling millions from media budgets. Consumers actively avoiding ads. And yet the interruptions continue. There are bright spots: great storytelling from some brands, better channel orchestration, and the pragmatic application of programmatic. Advertising fueled the remarkable rise of […]

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The Power of Best Practices and Next Practices

Victor Milligan May 2, 2017

Most companies have accepted the new market reality: customers are in charge, having digital chops is table stakes, and disruption is becoming normal.  Although most companies have accepted this reality, they also admit that they are not prepared for it. In our Customer Obsessed Assessment, 62% of companies identified as being behind the power curve […]

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The Disruptive Force of Disruption

Victor Milligan March 28, 2017

Digital disruption is a fairly well understood dynamic: new entrant uses technology in new ways to upend existing business models and disrupt markets. In other words, digital disruption is a distinct force with a distinct life span that is mostly external to traditional markets and businesses. But what if it is more than that? What […]

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Connecting The Human Being To The P&L

Victor Milligan December 15, 2016

The fact that human beings make affinity and spend decisions based in large part on emotion is not new news. It is the underlying logic of advertising – heartstrings are the early sparks of revenue. But there is a reason that most companies have not baked emotion into experience design and into the day-to-day engagement […]

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The Threat (And Opportunities) Facing Banks Today

Victor Milligan November 17, 2016

Banks serve as the bedrock of the economy, and that bedrock is changing. These changes represent a direct attack against the current banking business model and associated P&Ls. Our Empowered Customer and North America Consumer Technographics data tells us: Only 50% of bank customers are willing to keep their existing level of business with their […]

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A Closer Look at the Monetary Value of Emotion

Victor Milligan September 21, 2016

Human beings are emotional. The chemical reactions that trigger emotions determine our feelings toward a brand and our likelihood to spend. This fundamental, primal relationship is baked into how humans operate; however, it is not yet baked into how most companies operate. Initial CX efforts gave us better insights into customer journeys across digital, physical, […]

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Winning On The Battleground Of CX

Victor Milligan July 8, 2016

The customer is changing market fundamentals…and customer experience (CX) is changing operating fundamentals. In a recent webinar, key CX analysts Moira Dorsey, Harley Manning, and Blaise James tackled how CX is changing operating fundamentals with a deep dive on the state of CX and special attention to the real implications of CX. There is broad […]

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Leadership In The Age Of The Customer

Victor Milligan June 15, 2016

Leading through change requires that right mix of imagination, inspiration, and gritty execution. And we are in a world of change. Empowered customers and the constant and rapid wave of digital innovation are changing market fundamentals. Leaders are now challenged to respond. I had the pleasure of hosting a discussion with James McQuivey, Carl Doty, […]

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The US Presidential Election Is A Lesson In Adapting To Changing Times

Victor Milligan February 26, 2016

It is often said that campaigns work in poetry (beautiful language with lofty ideals), but one governs in prose (the pragmatic workings of the day). If we are in a poetic state, this is one strange poem with little rhyme or reason.  However, there are common threads that are meaningful that tell us something about […]

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Key Takeaways: 2016 Predictions Webinar

Victor Milligan February 11, 2016

The transfer of power from companies to the customer is driving a wide variety of changes: some small and targeted and some that are far-reaching and fundamentally change the trajectory of companies (and careers, I may add). I had the pleasure of moderating a video webinar last week that explored the customer dynamic, specifically looking […]

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The People Equation In Shifting To A Customer-Obsessed Business

Victor Milligan October 7, 2015

It’s not news that the digitally empowered customer is changing our world. What is news is 1) the pace needed to catch up to an extremely dynamic and impatient customer and 2) the magnitude of real change needed to meet the challenges (and opportunities) of a customer-led market. The magnitude and pace of change driven by […]

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(Really) Taking On Customer Experience

Victor Milligan March 23, 2015

Customer experience (CX) has rapidly moved from an ideal to an operational mandate. As Forrester’s CMO, customer experience is one of my four strategic priorities. It’s also tied to my compensation. How’s that for focusing the mind? I’m not alone. Creating a superior and differentiated customer experience is a core strategy for most companies — […]

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