Age of the Customer
Insights
Blog
Don’t Overlook Consumers’ Preferences In The Whirlwind Of AI
Brands tempted to move fast with AI pilots can’t ignore consumer sentiment and readiness for consumer-facing AI experiences. Find out why as we list three key findings from a new report.
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Salesforce Accelerates Its Path To Agentic AI
Acquiring Informatica fuels Salesforce’s hard pivot to reinvent itself as an AI-first company and away from its CRM roots. Learn more about the impact of this acquisition on both companies and their customers in this post.
What It Means: A Forrester Podcast
Join us as we explore the latest market dynamics impacting executives and their customers.
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MIT’s 2025 CIO Symposium: For AI Success, Follow Path Two
MIT's Nobel Prize-winning economist Daron Acemoglu proclaims that technology can take two paths: automation and empowerment. Learn what each path entails and where AI is on each in this event review.
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Red Hat Summit 2025: AI, Virtualization, Hybrid Cloud, And The Future Of Enterprise IT
The big question at Red Hat Summit 2025: Will customers continue to embrace more complexity in exchange for openness and flexibility? Get five key points coming out of the event.
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Choosing The Right Public Cloud Platform In 2025: What’s At Stake?
Selecting a public cloud platform is no longer just about technical fit — it’s about strategic alignment. Learn three key strategic differentiators that should guide final decisions in this preview of our new report Buyer’s Guide: Public Cloud Platforms, 2025.
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Standing Out In A Zero-Click World Starts With Stronger Collaboration
Buyers may never click through to your content, even if it’s relevant, well structured, and aligned to buyer needs. This doesn’t mean your content is any less important — it’s just that the rules have changed.
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Zscaler Snatches Up Red Canary: The Good, The Bad, And The Concerning
Find out what Zscaler's acquisition of Red Canary could mean for the cybersecurity market as a whole as well as for security leaders and their teams.
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Revitalize Your Total Experience At CX Summit APAC
CX, marketing, and digital leaders have many measurement options at their disposal but struggle to identify what matters most to their customers and business. Find new ways forward at CX Summit APAC.
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Introducing TCQ, Forrester’s Technology Change Quotient
How can you prepare your employees to become adaptable learners who quickly embrace and master each new wave of technology change? Forrester's technology change quotient (TCQ) can help. Find out what TCQ is and how you can leverage it in this post.
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Brenntag And e& Are Forrester’s 2025 Customer-Obsessed Enterprise Award Winners For EMEA
Our judging panel decided on two outstanding organizations for the honors this year. Learn about their different approaches to customer obsession, and join us at CX Summit EMEA to hear from them first-hand.
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Events Are Under Pressure — Six Findings From Forrester’s Q1 2025 State Of B2B Events Survey
Over the past year, B2B event teams have faced mounting challenges. A volatile economic and political climate has intensified existing pressures around inflation, budgets, and staffing. At the same time, competition for attendees and sponsors has grown fiercer, with leaders struggling to attract both the quantity and quality of participants needed to meet their goals. […]
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Data- And Agent-Centric Roadmap Inspires Coupa’s Vision For Autonomous Spend Management
Coupa Inspire 2025 unveiled an elevated brand and a new leadership team. Here's the five key insights that came out of the event.
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Tackling Cloud Security: US State And Local Government Edition
Learn some of the unique challenges that state and local governments face when it comes to cloud security and governance.
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The Battle For Grounding Your AI Agents Has Begun
Grounding AI agents in reality rather than hallucinations will cost money and establish the foundations for your future. Learn three key questions to ask when grounding your AI agents.
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The ROI Of CX Isn’t A Fairy Tale
Yes, thoughtfully designed CX programs do have tangible revenue outcomes. Yet proving ROI can be a source of frustration for CX leaders and business executives alike.
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Three Key Findings From The Forrester Wave™: Sales Training Services, Q1 2025
Leading sales training service providers take a variety of approaches to customization. Learn three key findings from our new report on sales training services.
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Shifting Search Behaviors Demand Smarter Content Strategies
As B2B buyers embrace genAI tools and zero-click search to make decisions, traditional content strategies no longer cut it.
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RSAC 2025 Conference: An International Lens
A significant international presence at RSAC 2025 signaled the continued importance of the US as a global export platform for cybersecurity. Countries including Belgium, Canada, Germany, Ireland, Italy, the Netherlands, Saudi Arabia, Singapore, South Korea, Spain, and the UK showcased national pavilions and cybersecurity companies on the show floor, as well as organizing trade missions […]
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Marketing Best Practices For Ecodesign
Learn how companies are balancing reductions in environmental impact with meeting consumer demands.
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There Are Only Two Major Opportunities For OMS Vendors To Win New Deals Right Now
Digital businesses will still adopt order management systems, but we expect that most will do so in limited, specific ways. In the next 1-2 years, adoption will likely arise in these two ways.
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