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  • For CMO Professionals

    REPORT: Apple "Brands Different": Lessons From The World's Most Valuable Brand

    Strategic Plan: The Brand Experience Playbook

    September 4, 2020 Dipanjan Chatterjee

    Apple is one of the world's most valuable brands. Its unrivalled portfolio, category-defining innovation, legendary design, and, most of all, its rabid fandom, make it one of the most worshipped brands among marketers. Read this report to find out the brand marketing secrets of the world's most coveted brand. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For Customer Insights Professionals

    REPORT: AI Aspirants: Caveat Emptor

    Tackle Third-Party Risk Head-On And Improve AI Accountability

    August 12, 2020 Brandon Purcell

    A lack of accountability in AI can result in regulatory fines, brand damage, and lost customers. This report advises business insights pros on how to improve their companies' AI accountability by performing third-party due diligence and adhering to emerging best practices for responsible AI development and deployment.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Case For Asynchronous Messaging: Apple Business Chat, Messenger, WhatsApp

    Just Supporting Web And Mobile Chat Is A Missed Opportunity

    July 23, 2020 Julie Ask, Ian Jacobs

    Consumers love messaging, at least when it comes to keeping in touch with friends and family. But brands have lagged in offering asynchronous messaging conversations with their customers. This report examines the ways that brands currently use asynchronous messaging and shows customer service leaders what they need to do to make this communication channel a customer favorite.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Augmented Reality In 2020: Ready For Primetime

    Augmented Reality Evolves To Enable Consumers To Experience Products Virtually Before Purchase

    June 9, 2020 Julie Ask, Erin Sellers

    Augmented reality (AR) has evolved in the past 10 years from being an unstable gimmick to a legitimate way for consumers to experience products and services before they purchase them. This report helps digital business professionals understand how AR experiences have evolved and where they are effective in driving sales of products or services.

  • For Customer Experience Professionals

    REPORT: The Forrester Streaming Media Wave™: US Apps, Q4 2019 (Updated Q2 2020)

    Netflix, Hulu, And Amazon Prime Set The Bar For Most New Entrants

    May 13, 2020 Jim Nail, Andrew Hogan

    Competition for the time and dollars of US streaming service consumers is about to get intense. The recent entries of Apple TV+ and Disney+ and the impending launch of Warner Media's upgrade to HBO Max and NBC's Peacock will expand viewers' choices — and intolerance for poor experiences. To gauge readiness for this challenge, we evaluated the services of 10 US media companies on the Roku platform. This report lays out where these companies excel and lag and what digital business strategy, media, and customer experience executives can learn from them. This is an update of a previously published report, adding Disney+ to the nine previously reviewed apps; Forrester reviews and revises reports periodically for continued relevance and accuracy.

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