What It Means: A Forrester podcast

The age of the customer isn’t a tagline — it’s a fundamental shift in the market that is forcing companies and executives to change course. In Forrester’s What It Means podcast, we’ll examine those changes, what they mean, and what executives can do about them.

Latest Episodes

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Who Chooses Direct-To-Consumer Brands?

What It Means 1 day ago
Why do people buy from direct-to-consumer brands? Until now, little research has been done to determine what’s driving consumers to choose DTC. Forrester Senior Analyst Anjali Lai shares pioneering research in this episode of What It Means. Featuring: Anjali Lai, Senior Analyst Show Notes: Direct-to-consumer brands are grabbing headlines and consumer spend. But who exactly […]
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Predictions 2019: Highlights

What It Means February 14, 2019
2019 is shaping up to be a challenging year. The market may slow, but the pace of disruption won’t. Now isn’t the time to throw in the towel on digital transformation and CX. Instead, build a solid foundation and get ready to come out strong in 2020. Featuring: Carrie Johnson, Chief Research Officer, Keith Johnston, VP, Research Director, Matthew Guarini, VP, Research Director, Michele Goetz, Principal Analyst, J. P. […]
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Quantum Computing: The Early Days (And Future Potential)

What It Means February 7, 2019
Forrester VP and Principal Analyst Brian Hopkins gives us a lesson on quantum computing: what it is, what it isn’t, and why it’s important to explore — even while the boundaries of the technology are still being defined. Featuring: Brian Hopkins, Vice President and Principal Analyst Show Notes: Before we came to accept Moore’s law […]
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The Fast Follower Model: Less Sexy, Still Successful

What It Means January 31, 2019
Digital disruption has been the mantra of many over the past several years, but not everyone can be a disruptor — and not everyone needs to be a disruptor. Vice President and Research Director Pascal Matzke explores the benefits of being a strategic fast follower. Featuring: Pascal Matzke, Vice President and Research Director Show Notes: […]
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The Future Of IT: Technology-Driven Innovation

What It Means January 24, 2019
Information technology has changed substantially over the years, not just in the tech it deploys but in its influence within the business. Forrester’s Sharyn Leaver and Craig Le Clair discuss the future of IT. Featuring: Sharyn Leaver, Senior Vice President of Research and Craig Le Clair, Vice President and Principal Analyst   Show Notes: The evolution of […]
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Lessons From CES 2019: Consumer Technology Drives Brand Experience

What It Means January 17, 2019
Consumers have more tech at their disposal than ever before. And it has fundamentally changed how they experience brands. VP & Principal Analyst Dipanjan Chatterjee discusses the latest from CES 2019 and why marketers must understand the impact of consumer tech.  Featuring: Dipanjan Chatterjee, Vice President and Principal Analyst Show Notes: Your customers buy on […]
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Untangling The Martech Knot

What It Means January 10, 2019
Martech changes, provides value, offers vaporware, and proliferates on a regular basis. So where does this leave marketers? Forrester Analysts Joe Stanhope, Rusty Warner, and Lori Wizdo help you untangle the martech knot . . . before your marketing org gets jumbled up. Featuring: Joe Stanhope, Vice President and Principal Analyst, Rusty Warner, Principal Analyst, […]
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Low-Code Platforms: Govern For Greatness

What It Means January 3, 2019
Low-code development and shadow IT are not one and the same. As VP and Principal Analyst John Rymer explains, it’s all in how you govern. Featuring: John Rymer, Vice President and Principal Analyst Show Notes: Low-code platforms — software that allows nonprogrammers to develop apps through a visual interface — have been around for a […]
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Why Corporations Are Bad At Engaging Startups

What It Means December 27, 2018
Corporations can gain much-needed innovation by engaging startups. But as VP, Emerging Technology Research Carl Doty and Venture Scanner CEO Nader Ghaffari explain, most corporations lack the full-sector view and unbiased advice necessary to make the best decision. Featuring Carl Doty, Vice President, Emerging Technology Research and Nader Ghaffari, CEO, Venture Scanner   Show Notes Let’s […]
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Should You Give Up On CX? A Look At Your Much-Worse Alternatives To CX Excellence

What It Means December 20, 2018
In 2019, we predict that 20% of brands will throw up their hands and stop trying to win at CX. Why? CX is hard. But as VP, Research Director Harley Manning explains, the path of least resistance ends up being a bumpy ride in the end. Featuring: Harley Manning, Vice President and Research Director Show […]
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Fulfillment, Not Happiness, Makes A Great Employee Experience

What It Means December 13, 2018
Happiness is not the prerequisite for productivity. As Principal Analyst Sam Stern explains, fulfillment and productivity are intertwined, and employee empowerment fuels both. Featuring: Sam Stern, Principal Analyst Show Notes: Productivity is not the same as busyness. Employees are so often bogged down by mindless tasks and unnecessary meetings that outcome-oriented priorities are obstructed from […]
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A Seat At The Table: How CX Leader Navy Federal Builds A Culture Of Member Obsession

What It Means December 6, 2018
For three years running, Navy Federal Credit Union has been the top-ranked multichannel bank in Forrester’s CX Index. In this podcast episode, Navy Federal’s SVP Pam Piligian explains the customer experience strategy that drives the bank’s member obsession.  Featuring: Pam Piligian, Senior Vice President, Navy Federal Credit Union Show Notes: Navy Federal Credit Union has been the No. […]
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Zero Trust: Your Knight In Cyber Armor

What It Means November 29, 2018
2019 will be a year of unprecedented cyberthreats to companies, and one major brand will lose valuation of more than 25% due to a cyberattack. Principal Analysts Jeff Pollard and Chase Cunningham explain why Zero Trust is the best defense. Featuring: VP, Principal Analyst, Jeff Pollard and Principal Analyst, Chase Cunningham   Show Notes The […]
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The Algorithm Of You: Data Strategy & Insights 2018 Forum Preview

What It Means November 20, 2018
Brands’ recklessness has marred algorithms’ success. Customers are fed up with data privacy breaches and “creepy” personalization. And soon, they’ll rebalance the internet. Get the full story at Forrester’s Data Strategy & Insights 2018 Forum. Get a preview on this week’s podcast. Featuring: Fatemeh Khatibloo, Principal Analyst Show Notes: To date, brands have had total […]
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The Agile Enterprise

What It Means November 15, 2018
Disruption is the new norm, but don’t let that intimidate you. Research Director Matt Guarini explains how CIOs can take the lead in the business of fast and furious. Featuring: Matt Guarini, Research Director Show Notes: The external market moves fast, technology moves fast, and customers want things immediately. There were big ambitions on the […]
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How To Unlock Seamless Customer Experience (Live)

What It Means November 8, 2018
Seamless customer experience is more than continuity across devices — seams traverse channels, contexts, and time. Principal Analyst Jennifer Wise discusses how firms can remove damaging seams using data, design, and technology. Featuring: Jennifer Wise, Principal Analyst Show Notes: By now you know that experience matters in whether customers stay with you or switch to […]
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Nationwide: Innovation At 92 Years Young

What It Means November 1, 2018
Scott Sanchez, chief innovation officer at Nationwide, and Forrester Vice President and Principal Analyst James Staten discuss the realities of innovation: Culture, disruption, participation, acclimation, and customer obsession. Featuring: Scott Sanchez, Chief Innovation Officer, Nationwide Mutual Insurance Co., and James Staten, Vice President, Principal Analyst, Forrester Show Notes: Incremental change won’t help you become a […]
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Business Platforms: How Asia Is Building Customer Relationships

What It Means October 25, 2018
Research Director Frederic Giron discusses the three key layers of successful platform business models — technology, business, and relationship platforms — and how firms are using business platforms to expand their value position with customers. Featuring: Frederic Giron, Research Director Show Notes: What makes Alibaba and Tencent successful business platforms? They’ve built a two-way relationship, […]
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GDPR: The Coming Global Standard

What It Means October 18, 2018
GDPR seemed to promise chaos at the dawn of May 25, but we haven’t seen much yet. Senior Analyst Enza Iannopollo explains the lack of major headlines — and why you can’t be lulled into a false sense of security. Featuring: Enza Iannopollo, Senior Analyst Show Notes: We’re nearly five months in, and yet the […]
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Building A Culture Of Innovation

What It Means October 11, 2018
Chris Paul of LPL Financial and Daniel Patreau of CIBC discuss their enterprisewide innovation and culture transformation journeys, and how they’ve helped employees acclimate to change and participate along the way. Featuring Chris Paul, LPL Financial and Daniel Patreau, CIBC Show Notes Chris Paul, SVP of advisor and investor experience at LPL Financial, and Daniel […]
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