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

The Time Is Right For A Federal CCO

What It Means March 11, 2021
We’re making a call: The Biden administration should create a federal chief customer officer role. VP and Principal Analyst Rick Parrish joins to explain why now is the perfect time and why federal agencies should prioritize customer experience.
Listen Now
Podcast

How Customer Service Will Evolve In 2021

What It Means March 4, 2021
The upheavals of 2020 forced customer service organizations to rapidly shift their operations. But which changes will become permanent? Explore the future of customer service in this episode of What It Means with VP, Principal Analyst Kate Leggett and Principal Analyst Ian Jacobs.
Listen Now
Podcast

Reaching Beyond Delight In Customer Journeys

What It Means February 25, 2021
Customer experience professionals often believe that delight is the ultimate emotional goal of every customer journey. In this episode of What It Means, VP and Principal Analyst Joana de Quintanilha explains how a wider understanding of emotion drives more-effective customer journeys.
Listen Now
Podcast

The State Of Consumer Trust

What It Means February 18, 2021
Is consumer trust disappearing? Join Senior Analyst Anjali Lai to explore why trust isn’t going away. Instead, it’s being earned in new ways and directed toward new entities.
Listen Now
Podcast

The Future Of B2B Sales: More Personalized And Process-Driven

What It Means February 11, 2021
COVID-19 accelerated changes that were already underway in B2B sales — and Vice President and Group Director Phil Harrell says there’s no turning back. On this week’s What It Means, he explains how sales organizations can position themselves for success in a permanently altered landscape.
Listen Now
Podcast

COVID Wrote The New Business Case For Digital

What It Means February 4, 2021
The COVID-19 pandemic has written a new digital business case for most companies. In this episode, Vice President and Principal Analyst Ted Schadler describes how successful firms are accelerating their digital transformation in 2021.
Listen Now
Podcast

The Shift From Remote Work To Anywhere Work

What It Means January 28, 2021
As they emerge from the pandemic, organizations are making decisions on remote-work strategies. In this episode of What It Means, VPs J. P. Gownder and James McQuivey discuss the anywhere-work strategy as a solution.
Listen Now
Podcast

How B2B CMOs Can Win Over The Company Board

What It Means January 21, 2021
Principal Analyst Jennifer Rouse explains how B2B marketing leaders can avoid potential pitfalls in board presentations and secure buy-in for key initiatives.
Listen Now
Podcast

The Well-Being Opportunity For Financial Services Firms

What It Means January 14, 2021
The interests of financial services firms no longer align with those of the customers they serve, Senior Analyst Aurélie L’Hostis argues. In this week’s What It Means episode, she explains why a strategic focus on consumers’ financial well-being is key to driving loyalty and future growth.
Listen Now
Podcast

Tech Trends To Watch In 2021

What It Means January 7, 2021
Forrester analysts provide their predictions for IoT, AI, blockchain, and cloud in this special edition of What It Means.
Listen Now
Podcast

Forrester Predictions Roundup: Explore The Trends That Will Define 2021

What It Means December 31, 2020
As you prepare your plans for the new year, Forrester analysts review their top predictions for IT, marketing, sales, and CX professionals in this special episode of What It Means.
Listen Now
Podcast

How Manufacturing Will Get Smarter In 2021

What It Means December 17, 2020
In 2021, manufacturing firms will accelerate the use of technologies that helped them through the pandemic. Principal Analyst Paul Miller provides a deeper look on this week’s episode of What It Means.
Listen Now
Podcast

European Predictions 2021: Regulators Prioritize AI And Remote Work

What It Means December 10, 2020
The year ahead will bring new regulatory frameworks, UK data chaos, and a shift in attitude toward remote work in the EU. VP and Group Director Laura Koetzle explains what lies ahead on this episode of What It Means.
Listen Now
Podcast

CX Predictions 2021: Design For Consumer Trust

What It Means December 3, 2020
Consumer trust has always been important. But for 2021, consumer trust is underlined and bolded — nothing is more important for a brand’s survival. On this episode of What It Means with Vice President and Research Director David Truog, discover how CX pros will helm their firm’s journey into the brave new world of post-pandemic customer expectations.
Listen Now
Podcast

Big Risks Are The Safest Option For B2C Marketing In 2021

What It Means November 19, 2020
The tumult of 2020 has turned yesterday’s marketing best practices into today’s imperatives. Explore our B2C marketing predictions in this What It Means episode featuring VP, Principal Analyst Shar VanBoskirk and Analyst Stephanie Liu.
Listen Now
Podcast

In 2021, B2B Marketing And Sales Become More Human, Thanks To Tech

What It Means November 12, 2020
COVID-19 has changed B2B marketing and sales — perhaps forever. Savvy marketers and sellers will seize the moment and transform their approaches to become truly buyer-centric. On this week’s What It Means, VP, Principal Analyst Lori Wizdo and Principal Analyst Mary Shea explain how the disruption of 2020 will shape 2021 and beyond.
Listen Now
Podcast

Predictions 2021: What CIOs Can Expect In the Year Ahead

What It Means November 5, 2020
After a year no CIO could have predicted, what can IT leaders expect in 2021? In this episode, Vice Presidents Brian Hopkins and Matt Guarini review Forrester’s CIO predictions for 2021.
Listen Now
Podcast

Future Fit Technology: The CIO’s New Path Forward

What It Means October 29, 2020
In an era of systemic uncertainty, Forrester’s future fit technology model provides a blueprint for IT leaders seeking new ways forward. In this episode, we dig into the future fit model with Vice Presidents Bobby Cameron and Allen Bonde.
Listen Now
Podcast

Best Of EX 2020

What It Means October 22, 2020
Employee experience leaders were challenged like never before in 2020. In this episode, Forrester analysts provide examples of organizations that have successfully adapted their EX programs this year.
Listen Now
Podcast

Autonomous Finance: It’s A Matter Of Trust

What It Means October 15, 2020
With many business functions being automated, what makes financial services different? On this week’s episode, Principal Analyst Peter Wannemacher explores the issues of trust involved with autonomous finance.
Listen Now