Predictions 2020

Dive deep into the dynamics that will define 2020 and beyond. Use these blogs, videos, guides, and more to prepare yourself and your firm to thrive as we reach the precipice of far-reaching change.

The Precipice Of Far-Reaching Change

A new decade begins with great uncertainty in business, government, and society. The atmosphere is charged with energy. Sweeping changes are poised to take place. But which ones?

The market teeters on the brink between possibility and reality. Change will come in staggered steps, with trends only becoming clear when several seemingly disjointed developments are viewed as a whole.

Adapt. Drive growth. Read our predictions on what will take place in 2020 and learn how to capitalize on this potential energy to gain a competitive edge.

Get The 2020 Predictions Guide


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Predictions 2020: Potential Energy Becomes Real Change

Forces ranging from consumer values to automation to security will shape the business landscape in the year ahead. Leaders will be challenged to anticipate change and adapt.
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Customer Experience

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Predictions 2020: Anxious, Lost Consumers Are Hungry To Connect

In an era of convenience and hyperpersonalized experiences, consumers still feel unfulfilled. Learn how marketers, tech providers, and consumers themselves will attempt to fill the void.
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Predictions 2020: For CX, It’s All About Proving Business Results

The ability to deliver business results will be a career-defining issue in the year ahead.
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Could CX become a victim of its own success? Mature CX orgs have cleared out the low-hanging fruit. To continue succeeding, CX leaders must prove the ROI of CX investments in 2020.

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Predictions 2020: Approaches To Customer Insights Evolve

The coming year will bring changes in approaches to deriving customer insights. Only some firms will succeed.
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Predictions 2020: AI Shakes Up Customer Service Workforce And Operations

AI will change how organizations staff, run, and manage their customer service teams. Read Forrester's 2020 customer service predictions to learn more.
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Predictions 2020: Companies Will Be Bolder, More Controversial With Their Employee Experiences

Getting employee experience (EX) wrong carries significant reputational and business risks. In 2020, companies will get more strategic about EX.
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Webinar: Predictions 2020

Dive deeper and get your questions about 2020 answered during our complimentary predictions webinar on January 23.

IT

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Predictions 2020: AI Aspirations Will Both Sizzle And Simmer

In 2020, companies will become laser-focused on AI value and accelerate adoption. Get Forrester's top three predictions for AI in 2020.
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Predictions 2020: Automation Strike Teams And Services Rise To Fend Off A Paradox

Read the top three predictions for the automation market from Forrester Research analyst Chris Gardner.
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Discover what you need to focus on in 2020 to be successful with AI. Hint: Think practically.

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Predictions 2020: Uncertainty Equals Opportunity For The CIO

In 2020, CIOs at leading firms will help their firms turn uncertainty into opportunity by transforming customer and employee experiences.
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Predictions 2020: Cloud Computing Sees New Alliances And New Security Concerns

In 2020, the cloud computing market will sees interesting new alliances and face new security concerns. Read Forrester's 2020 cloud predictions to find out more.
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Predictions 2020: This Time, Cyberattacks Get Personal

Read the top three cybersecurity predictions for 2020 from Forrester Research analyst Jeff Pollard.
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Predictions 2020: Three Big Changes In Store For DevOps

DevOps teams will see some new trends in 2020 that will impact their work in GRC, introduce new tools, and bring additional business value. Learn more from Forrester Principal Analyst Charles Betz.
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Predictions 2020: Distributed Ledger Technology Moves Beyond Proof Of Concept

In 2020 users of blockchain and distributed ledger technology will focus on operational matters, deployment flexibility and, interconnectivity. Read our 2020 predictions to learn more.
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Predictions 2020: Edge Computing Makes The Leap

Investment in edge computing will jump next year as organizations look to handle AI-related computing demand. Read analyst Abhijit Sunil’s 2020 predictions for this rapidly growing technology.
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Predictions 2020: IoT Expansion Brings Even More Change

Business use of the internet of things continues to expand. Read Forrester's predictions on what to expect from the IoT market in 2020.
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Predictions 2020: RegTech Funding Will Explode As VC Investments In Other Markets Cool

Tighter investor scrutiny will moderate venture capital and private equity investments. Meanwhile, regulatory technology funding will soar. Read our predictions.
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Predictions 2020: More Changes For Software Development

The world of software development will see big changes. Learn Forrester Research's top 5 predictions for the software development market in 2020.
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Marketing

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Predictions 2020: Agencies Will Upgrade Or Fade Away

Economic uncertainty, performance pressures, and other forces will catalyze change in agency processes and capabilities next year.
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Predictions 2020: Ecosystems Are The New Optimizers For B2B Sellers

Learn what B2B sellers must do to innovate and drive value in 2020. Read our predictions for B2B commerce.
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Predictions 2020: B2B Marketers Pivot From Products To Experiences

Learn why experience will be the gift that keeps on giving for B2B marketing and sales.
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Predictions 2020: B2C Marketers Will Balance Cost Concerns With Customer Expectations

Efficiency gains and improving brand affinity via customer experience will dominate B2B marketers' thinking in 2020.
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Predictions 2020: CMOs Must Extend Their Span Of Control In The Name Of Customer Value

The age of the customer has redefined the CMO role. Failure to adapt could lead to a loss of relevance. Vice President and Research Director Keith Johnston explains what chief marketers must do in the near term.
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It’s all about continuity. The successful CMO in 2020 will be a tailor who stitches together CX, technology, brand purpose, and (of course) marketing into a unified experience.

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Predictions 2020: The Media Industry Braces For Long-Term Change

The battle for customer loyalty and wallet share will intensify. What happens in 2020 will have implications that extend well into the new decade.
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Predictions 2020: Privacy And Data Ethics Bring Marketing To The Boardroom

Regulations, consumer wariness, and the consequences of misbehavior will create a challenging landscape for B2C marketers and brands. Read our top privacy predictions.
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Webinar: Predictions 2020

Dive deeper and get your questions about 2020 answered during our complimentary predictions webinar on January 23.

Industry

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Predictions 2020: Old Rivalries And New Entrants Will Preoccupy Bank Execs

Incumbent banks will be challenged on multiple fronts in 2020. Read our predictions.
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Predictions 2020: Medicare, Price Transparency, And Virtual Care Take Center Stage In Healthcare

With more volatility expected in 2020, read Forrester's predictions for the US healthcare market, focusing on Medicare For All, the executive order on price transparency, and the growth of virtual care.
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Predictions 2020: Insurers Will Seek To Engage Customers With Their Impact Agenda

In 2020, insurance companies will battle back against the market changes by focusing on three key areas. Read Forrester's predictions for the insurance industry here.
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Predictions 2020: Retailers Seek An Edge Amid Uncertainty

As social, political, and economic forces create murky conditions for retailers, they will explore new ways to differentiate themselves. VP, Research Director Fiona Swerdlow explains how.
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Predictions 2020: Wealth And Investment Firms Will Copy Fintech Strategies

Wealth and investment management firms will look to protect revenue and thwart disruption by taking cues from fintech companies.
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Region

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Predictions 2020: European Consumers, Regulators, And Digital China Seize The Initiative

Volatility will continue in Europe in 2020. Read Forrester's predictions on European consumer behavior, regulatory trends, and China's investments in Europe.
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Sydney Predictions 2020: The Highlight Reel

Forrester’s analysts serving the Australia and New Zealand market presented their 2020 predictions at a client event on November 14th. We recap some of our top predictions.
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Singapore Predictions 2020: Harnessing Energy

In December 2018, we predicted that digital transformation would go pragmatic in 2019.
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Predictions 2020 Research

Predictions 2020

Predictions 2020: On The Precipice Of Far-Reaching Change

A new decade begins with great uncertainty. Sweeping changes are poised to take place. But which ones? Read Forrester’s Predictions 2020 Guide to discover the dynamics that will define 2020 and beyond.

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Dive deeper and get your questions about 2020 answered. Register now for our complimentary predictions webinar on January 23.