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

Podcast

Brands, Staying Neutral Is Not An Option

What It Means 1 day ago
A brand’s silence on social justice issues can be louder than its words. On this episode of What It Means, VP and Principal Analyst Dipanjan Chatterjee explains why brands have to carefully assess what they stand for and communicate that to consumers and employees.
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Podcast

The High Cost Of Cutting Marketing Budgets Now

What It Means August 6, 2020
Marketing resources can be easy targets in an economic downturn. Yet these cuts are shortsighted and put companies on weaker footing long-term, say Vice Presidents Laura Ramos and Keith Johnston. Learn what companies and marketing leaders should do instead in this week’s What It Means episode.
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Podcast

The Future Of Empowered Customers

What It Means July 30, 2020
What’s not changing: the five key dimensions of customer empowerment. What is changing: empowered customers’ desires. Dive deep into the shifting sands of consumer sentiment on this episode of What It Means, featuring Senior Analyst Anjali Lai.
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Podcast

How CIOs Can Build The IT Organization Of The Future

What It Means July 23, 2020
Increased focus on customer and employee experience will change how CIOs structure their IT organizations. In this episode of What It Means, Principal Analyst Gordon Barnett provides insight on how CIOs can prepare their organization for the future of work.
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Podcast

CMOs Face Difficult Agency Decisions

What It Means July 16, 2020
The coronavirus pandemic has forced many firms to drastically cut marketing spending and reevaluate their agency relationships. In this episode of What It Means, Principal Analyst Jay Pattisall reviews the latest changes and what options CMOs have going forward.
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Podcast

Will COVID-19 Change Virtual Care Forever?

What It Means July 9, 2020
Virtual care is not a new concept, but the COVID-19 pandemic has driven a dramatic surge in adoption. In this episode of What It Means, Senior Analyst Arielle Trzcinski discusses what’s driving this adoption and the future of virtual care.
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Podcast

The Future Of Advertising

What It Means July 2, 2020
The Wild West days of digital advertising are over. The next phase of advertising will focus on the customer experience. In this episode of What It Means, we feature VP and Principal Analyst Joanna O’Connell’s recent CX North America keynote discussing the future of advertising.
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Podcast

Scaling RPA The Smart Way

What It Means June 25, 2020
The COVID-19 pandemic has increased interest in robotic process automation (RPA), while its biggest challenge remains scale. In this episode, Vice President and Principal Analyst Craig Le Clair and Principal Analyst Leslie Joseph discuss the challenges of and solutions to scaling RPA at this crucial time.
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Podcast

Digital Acceleration Meets Empathy: COVID-19’s Impact On Financial Services

What It Means June 18, 2020
The COVID-19 pandemic has accelerated digital efforts in the financial services industry while underscoring the need for customer empathy. Learn more from three analysts in this special episode of What It Means.
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Podcast

Customer Journey Mapping In A Crisis

What It Means June 11, 2020
Since the outbreak of the coronavirus pandemic, firms have struggled to keep on top of customers’ fast-changing needs. To succeed, look no further than the journey map. We’re joined by VP, Principal Analyst Joana Quintanilha on this week’s What It Means to discuss how journey mapping can help firms right now.
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Podcast

Is It Time To Break Up With Social Media?

What It Means June 4, 2020
More than one in three consumers believe social media does more harm than good. Many brands spend tremendous time and money on social media, only to get a tepid (or even angry) response. On this episode of What It Means, Senior Analyst Jessica Liu discusses a timely question: Is it time to break up with social media?
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Podcast

The Future Of Work Starts Now

What It Means May 28, 2020
The coronavirus pandemic has dramatically accelerated many of the trends that will define the future of work. In this episode of What It Means, Vice Presidents and Principal Analysts James McQuivey and J. P. Gownder discuss the four “shocks” that will shape the future of work and how their timelines have shifted up.
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Podcast

What B2B Buyers Want

What It Means May 21, 2020
Today’s B2B buyers don’t want to be treated as targets but instead, as equal partners. On this week’s episode of What It Means, Principal Analyst Steven Casey and VP, Principal Analyst Lori Wizdo discuss what’s driving the shift and how B2B marketers and sellers can adapt their strategies to win these buyers.
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Podcast

We’re At The Employee-Experience Strategy Inflection Point

What It Means May 14, 2020
The coronavirus pandemic has accelerated the arrival of the future of work. To succeed amid the rapid change, enterprises must build a strong employee experience, says Principal Analyst David Johnson. Learn more on this episode of What It Means.
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Podcast

The Need For Scenario Planning In Your Pandemic Recovery Strategy

What It Means May 7, 2020
A global pandemic has no definitive end date, which makes planning a formidable challenge for businesses. In this episode, Vice President and Group Director Stephanie Balaouras discusses the importance of scenario planning in organizations’ pandemic recovery strategy.
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Podcast

The Road Back For Retailers

What It Means April 30, 2020
The coronavirus outbreak has shuttered stores, left millions jobless, and changed the way consumers shop. As retailers scramble to adapt, their responses have uncovered weaknesses — but also revealed opportunity. In this week’s episode, Analysts Sucharita Kodali and Brendan Witcher delve into the coronavirus’s impact on retail and what the future may hold.
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Podcast

Making It Work With Remote Work

What It Means April 23, 2020
Remote work is the new norm for information workers due to the coronavirus outbreak. Analyst Andrew Hewitt joins this episode of What It Means to discuss the pillars that make up a successful remote working strategy: tech, culture, structure, and compliance.
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Podcast

To Design Great Experiences, Start With Research

What It Means April 16, 2020
Experiences that attract and retain customers start with customer-centric research. In this episode of What It Means, Senior Analyst Kelly Price explains how to conduct user research effectively amid the COVID-19 pandemic.
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Podcast

The Role Of Enterprise Speed In An Adaptive Enterprise

What It Means April 9, 2020
The COVID-19 pandemic is forcing organizations to adapt and change. In this episode, Vice President and Principal Analyst James Staten describes how enterprise speed informs an organization’s ability to be adaptive.
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Podcast

The Reemergence Of B2B Marketplaces

What It Means April 2, 2020
“The rise of the B2B marketplace” might read like a headline from the early 2000s, but it’s perhaps more relevant now than ever. In this episode of What It Means, Vice President and Research Director Allen Bonde discusses the latest trends driving renewed interest in the B2B marketplace.
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