Age of the Customer
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From AI To Tight Ends: Super Bowl LX’s Growth Winners
Another Super Bowl in the books, and we’re left asking ourselves questions like, “Who had a better night — artificial intelligence or the Backstreet Boys’ agent?” While the industry makeup of Super Bowl ads shifted, some things never change — like the use of spokesanimals and celebrity-fueled 90s nostalgia, plus the need for advertisers to […]
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US Financial Services Tech Spending Hits $495 Billion
Financial services firms are increasing tech spending faster than the market average, signaling a deliberate bet that technology is a strategic lever and not a discretionary cost.
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US Economic Outlook, 2026
The US economy performed better than consensus expectations in 2025, despite tariff-related uncertainty. Yet even with fewer headwinds, there are potential speed bumps that organizations must take into account.
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Hands On, Heads Up: Why B2B Leaders Who Embrace Active Learning Get Ahead
The B2B environment is evolving faster than most organizations’ operating models. AI-driven buyer autonomy is restructuring how demand is created and captured, content development is increasingly decentralized, and partner ecosystems are expanding, with expectations for cross-functional alignment across marketing, sales, and product rising. Leaders are expected to respond to these shifts while still delivering predictable, […]
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From Care Continuity To Care Convenience: The Shift In Trends
For decades, the healthcare industry assumed loyalty was a given. Patients would stay with the same doctor, visit the same clinic, and tolerate confusing phone trees, long wait times, limited hours, and siloed experiences. But the ground has shifted. Consumers today live in a world where personalization and convenience are becoming the norm, not the exception. […]
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A Listen Back: The Must-See Performers Headlining Forrester’s Must-Attend Events
Over the years, we’ve been fortunate to have some of music’s greatest icons grace the stage at our events. Here, we take a look back.
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How To Gamify Your Next Workshop
How To Use Play, Props, And Pre-/Post-Engagement To Turn In-Person CX Days Into Culture-Changing Moments Games are as old as we are as people. Games give us a way of making sense of the world and of creating social interactions. They spark motivation, curiosity, and can frame everyday situations in more intellectually stimulating ways. Gamification […]
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Why “Context Lake” Matters For Agentic AI
In mid‑January, a new arXiv paper introduced “context lake” as a system class for AI-era decision-making. The paper argues that multiple agents must operate on the same live and semantically consistent reality at the moment a decision is made. Around the same time, Tacnode released a product aligned with this concept — a PostgreSQL‑compatible platform […]
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The Revenue Enablement Platform Market Has Hit An Inflection Point, With AI Reshaping Everything
Revenue enablement is entering one of the most consequential transformation periods we’ve seen since the function emerged. In our newly published report, The Revenue Enablement Platforms Landscape, Q1 2026, we examined 18 vendors and uncovered a market undergoing rapid maturity, consolidation, and reinvention. These changes are all fueled by the rise of agentic AI and […]
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Trust Is The Brand Principle That Health Insurers Can’t Afford To Ignore
Health insurers are out of excuses. Congress has joined the growing chorus calling out the widening gap between what insurers promise and what members actually experience. Denials, delays, data breaches, and dodged questions have eroded confidence in insurers’ ability to deliver on the core promise of mitigating the financial risks of healthcare. This isn’t a messaging […]
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Orchestrate CX Success With Forrester’s CX Vision And Strategy Research And Tools
Delivering great customer experience is a lot like putting on a concert. You can gather world‑class musicians, give each of them brilliant individual parts, and still end up with … noise. What turns noise into music is a shared score — a bold vision of what the performance should sound like — and a plan that helps every section play in sync.
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E-Commerce Will Drive Half Of Europe-5 Retail Sales Growth By 2030
Across France, Germany, Italy, Spain, and the UK, e-commerce is growing and is set to transform retail to capture 21% of total retail sales by 2030.
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AppGen Is Eating Low-Code — What It Means To You
There’s a lot of noise right now about what generative technology can do in enterprise software development for applications and workflows. Depending on who you ask, it’s either the end of software developers — or just another overhyped shift. Let’s cut through the noise. We Started With The Low-Code Revolution Low code was a revolution. […]
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This Valentine’s Season, Gift V-For-Value With Personalization Tactics They’ll Actually Love
With that love/hate Valentine’s holiday around the corner, retail America tells us it’s time to let the people in your life know you care about them. Valentine’s Day gift staples like flowers or chocolate may be the standard. But gift-givers who assume that their loved ones want these commonplace offerings may end up falling flat. […]
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Rules In The Agentic Shipyard: Desired Agents Must Twist-Lock
Forward-looking companies aren’t necessarily choosing among AI agent vendor offerings — they’re building their own agentic frameworks in house. This has significant implications for CMOs, marketing teams, and vendors.
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A Defining Moment For CPQ: Inside The Conga-PROS Merger
The Conga-PROS merger unites market leaders in CPQ configuration, quoting, workflows, and AI‑driven pricing optimization. Together, they will create an enterprise‑grade platform that connects pricing strategy to execution across the full quote‑to‑commit lifecycle. If integrated effectively and broadly adopted, the combined solution promises faster deal cycles, stronger pricing discipline, improved workflows, and a more consistent omnichannel customer experience.
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SpaceX’s Million‑Satellite Ambition: Visionary Leap Or AI‑Orbit Hype?
SpaceX’s latest FCC filing signals a bold escalation in the battle for AI infrastructure dominance: a proposal to deploy up to 1 million solar‑powered orbital data‑center satellites — positioning space, not Earth, as the next frontier for compute capacity. Framed as “the most efficient way to meet the accelerating demand for AI computing power” and […]
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Enterprise Architecture Has Never Been Stronger
The Architecture Pendulum Is Stopping Every few years, a familiar argument resurfaces: Is enterprise architecture (EA) finally fading away? This question isn’t new. Over the past two decades, EA has repeatedly swung between prominence and rejection — embraced during periods of consolidation, then sidelined as organizations chased speed through agile delivery, product-centric models, and decentralized […]
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Introducing Marketing Operations Management Solutions (MOMS), The Artist Formerly Known As Marketing Resource Management (MRM)
The ’90s are back! Like crop tops, oversized blazers, baggy jeans, Lauryn Hill, and partying like it’s 1999, we’re reviving marketing operations technology with a remixed name: marketing operations management solutions (MOMS). But these aren’t your frumpy mom jeans of the ’90s; these are a sleeker deconstructed 2026 version (and now with AI™!). Forrester defines MOMS as: […]
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Level Up Your CX Workshops With Gaming Goodness
Back-to-back slide decks. Cameras off. A handful of questions at the end. For many CX leaders, that’s what a “strategy day” still looks like. Now think about those scenes in “Stranger Things” where the kids are huddled around a table playing Dungeons & Dragons. They’re all in. They argue (in a good way). They remember […]
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