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 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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Podcast

Data Literacy: The Secret To Customer Obsession

What It Means March 26, 2020
The key to becoming customer-obsessed is turning data into insights. In this episode, Principal Analyst Jennifer Belissent provides guidance on how to make your enterprise more data-literate.
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Podcast

As Gender Constructs Shift, So Does Brand Messaging

What It Means March 19, 2020
Fixed gender constructs have begun to erode. As perceptions evolve, so do the ways that brands market to consumers. In this week’s podcast episode, VP and Principal Analyst Dipanjan Chatterjee discusses how some leading companies have already shifted their approach and how other CMOs can get it right.
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Podcast

Tracking The Business Impact Of COVID-19

What It Means March 11, 2020
In this special episode of What It Means, three Forrester analysts review the business impact of COVID-19 and provide guidance on activating a response plan.
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Podcast

Building A Compelling CX Business Case

What It Means March 5, 2020
A persuasive customer experience (CX) business case delivers on the two Ms: measurable and meaningful. The case’s aims should be measurable (focused on metrics such as retention rate), but it also needs to meaningfully tap into the personal goals of internal stakeholders. Principal Analyst Maxie Schmidt breaks down how to build a persuasive CX business case on this episode of What It Means.
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Podcast

Rebooting The Sales-Marketing Relationship

What It Means February 27, 2020
The sales-marketing divide of old lives on at many companies. Overcoming it is critical to giving today's savvy buyers the seamless experience that they expect. On this week’s What It Means, Phil Harrell, vice president and group director, explains how to bridge the disconnect to drive better results.
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Podcast

Employee Experience Bill Of Rights

What It Means February 20, 2020
The specter of automation-driven job loss has made employees anxious and resistant to change. Principal Analyst J. P. Gownder joins to explain how an employee experience (EX) “bill of rights” can allay fears and boost morale by: 1) cementing what employees can expect and 2) ensuring that automation won’t cost your firm its valuable talent.
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Podcast

Is 5G Right For Your Firm?

What It Means February 13, 2020
Firms debating the move to 5G have a number of factors to consider before determining whether it’s the right move. In this episode, Principal Analyst Dan Bieler discusses the benefits and challenges European firms face in moving to the latest cellular standard. 
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Podcast

AI + Customer Service: Transformation Starts From Within

What It Means February 6, 2020
Will contact centers soon be whittled down to a single all-knowing chatbot? Sorry, not quite. But AI will remake customer service, starting from the outside in. Discover the contact center of the future on this week’s What It Means with Principal Analyst Ian Jacobs.
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Podcast

Is A Customer Community Right For Your Brand?

What It Means January 30, 2020
Brands such as Glossier, Peloton, and Sephora have shown that community can be a potent marketing tool. But building and maintaining customer communities isn’t as easy as it looks. On this week’s What It Means, Principal Analyst Emily Collins talks about what it takes to make community-building successful.
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Podcast

Avoiding AI Gone Wrong: The Challenges Of Testing AI Applications

What It Means January 23, 2020
As AI-infused applications expand their reach, a question persists: How do you test the unknown? VP and Principal Analyst Diego Lo Giudice tackles that question — and more — in this week’s episode.
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Podcast

How (And Why) To Leverage CX Champions Programs

What It Means January 16, 2020
Many understaffed customer experience (CX) organizations are spinning their wheels and realizing they can’t meet their goals in a silo. On this week’s What It Means, Analyst Angelina Gennis joins to discuss how CX champions programs can catalyze CX transformation.
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Podcast

2020: Agencies Turn Inward To Meet Performance Demands

What It Means January 9, 2020
Mounting pressures on marketing leaders to deliver better brand experiences are forcing agencies to evolve. On this week’s What It Means, Principal Analyst Jay Pattisall discusses the changes ahead for agencies in 2020 and beyond. 
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Podcast

Emerging Tech In 2020: Four Trends CIOs Need To Watch

What It Means January 2, 2020
2020 will be another year of dramatic change in the emerging tech space, pushing IT leaders to keep pace. In this episode, Forrester analysts provide their top predictions in IoT, AI, edge computing, and cloud computing.
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Podcast

CIOs Embrace Uncertainty And Prioritize People In 2020

What It Means December 26, 2019
CIOs, take note: 2020 will be a year of volatility, change, and opportunity for IT leaders. In this episode, VP and Principal Analyst Brian Hopkins reviews his 2020 CIO predictions and discusses what IT leaders can do to make the most of the year ahead.
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