Age of the Customer
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Key Findings From The Forrester Digital Experience Review™: US Retail Mobile Apps, Q1 2025
Learn insights about top performers in the latest Forrester Digital Experience Review™ covering US retail mobile apps.
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GenAI Possibilities Become Reality When Leaders Tackle The Hard Work First
Learn why well-meaning questions about generative AI adoption can become a distraction — and what to do first to reap real benefits.
What It Means: A Forrester Podcast
Join us as we explore the latest market dynamics impacting executives and their customers.
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A Simple Definition Of “Platform”
“The only simplicity for which I would give a straw is that which is on the other side of the complex.” — Oliver Wendell Holmes Jr.* At Forrester, we’ve periodically debated the meaning of the word “platform,” and it’s been challenging. Common ground has eluded those who cover ecosystems such as Amazon and Salesforce versus […]
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The New iPhone 16e: A Small Step For The iPhone, A Giant Leap For Apple
In what was billed as a surprise announcement, Apple today introduced the newest member of the Apple family: the iPhone 16e.
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The UK Government Is Ready To Embrace AI, But Without Trust, It Risks Disaster
A commitment to trustworthy AI is paramount to keep the enthusiasm going and avoid backlash — particularly as safety takes a backseat to security.
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Why We’re Moving From ZTE To SASE Terminology
Find out why Forrester is pivoting away from the term Zero Trust edge (ZTE) in favor of the term secure access service edge (SASE).
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Self-Driving Vehicles Still Need People
The requirement to place red warning triangles in front of broken-down vehicles is slowing the rollout of autonomous trucks in America, highlighting a broader set of challenges with automation.
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How Advanced Analytics Can Transform Your CX Practice
Integrating advanced quantitative analytics into their strategy can help CX pros with their two biggest challenges: improving experiences and demonstrating the business value of CX. Two new reports provide advice for doing this.
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Balanced Benefits Give Loyalty Programs A Competitive Advantage
Maximize loyalty program effectiveness with a balanced mix of transactional benefits that offer monetary value and nontransactional benefits that spark more emotional connections.
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Be Swift, Be Accurate, Be Empathetic: Three Pillars For Crisis Communications
The 2024 CrowdStrike software incident reinforced the importance of three key pillars for crisis communications. While CrowdStrike CEO George Kurtz issued a specific, fact-based statement within hours of learning that there was a major outage caused by a bad software update, he faced criticism for not immediately offering an apology. Crises are never convenient and […]
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Voices From The Field: Best Practices In Filtering Sales Communications
This week, Forrester published Introducing The B2B Sales Communications Rules Engine. This new model is designed to help revenue enablement teams better filter all the incoming requests, demands, and downright “noise” that well-meaning colleagues aim at sales and other customer-facing personas. Most sales-adjacent functions such as portfolio marketing and revenue operations, as well as supporting […]
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Advertisers Look For Super Growth In Super Bowl LIX
Fly, Eagles, fly! I normally prefer competitive Super Bowl games, but this Eagles fan was perfectly happy with a massacre this year. And also — there were ads!
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A Developer At An I&O Vendor Conference
Get a detailed look at the capabilities of Dynatrace's new Observability for Developers direct from the Dynatrace Perform event.
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DeepSeek Is Resetting The Bar For AI Infrastructure
The infrastructure needed for inferencing with DeepSeek's R1 open-source AI model is far less than what its competitors use. Learn six ways this could benefit your organization's AI plans.
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US Tech Spending Defies The Economic Slowdown To Hit $2.7 Trillion In 2025
Despite persistent inflation and a cooling labor market, US tech spending is forecast to grow by 6.1% in the US in 2025 to reach a staggering $2.7 trillion. Find out what’s driving this growth and what tech leaders can expect in 2025.
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Global Technology Spending In 2025 Will Reach $4.9 Trillion With Robust 5.6% Growth
Forrester’s latest global technology market forecast shows robust growth of 5.6% in 2025 driving the market to $4.9 trillion. Learn what’s generating this growth and how to plan for the year ahead.
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The Total Experience Awaits At Forrester’s CX Summit 2025
Imagine a future where bold brand strategies seamlessly blend with real-world journeys to captivate and delight customers. Explore the tools to create that future at CX Summit North America, the premier gathering of CX, marketing, and digital professionals.
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Tariffs, Your Customer, And Your Brand: A Common-Sense Guide
A tariff is simply a tax — when one country imposes a tariff on another (as the US has done with China and is threatening to do with Canada and Mexico), then products imported from those countries are subject to a tax.
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“Learn Best Practices, Hear Ideas, And Just Get Motivated” — B2B Summit Attendees Share Why You Should Attend
What makes Forrester’s B2B Summit the premier gathering for marketing, sales, product, and customer success pros? We asked past attendees to find out.
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Why The DOJ Is Worried About Networking Innovation And What Paths Lie Ahead For HPE And Juniper
The Department of Justice's action to block the Juniper acquisition won't save innovation in networking. No matter whether or not the acquisition proceeds, customers will benefit if they are put front and center.
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