Victor Milligan
Chief Marketing Officer
Author Insights
Blog
Marketers: Manage Your Automation Portfolio
Automation creates opportunity for marketers. It also generates risk. Marketers must master automation while closing the gap between customer expectations and the current operating model. Learn more.
Blog
Tech-Driven Innovation: The Inevitable And Revolutionary Future Of IT
Technology has changed virtually everything: the way we work, the way we live, the way we play, and, at a basic level, how humans relate to each other. On the business front, it has fueled the power shift from institutions to customers, powered the emergence of startups and super-scaled platforms that are undercutting and remaking […]
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Wealth Management For Generations X, Y, and Z
Wealth management is not a sleepy market, but the core business model and operations have remained relatively stable while other industries have been immediately — and in some cases — viciously affected by empowered customers and the dizzying pace of digital. It is already clear that younger customers are captivated by fintech and insurtech providers. They are willing to experiment and, in […]
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Customer Experience Index Reveals Brands Lack Human Connection
Forrester’s 2018 Customer Experience Index (CX Index™) results continue to show that companies are struggling to create and sustain a human connection with their customers. This is not a question of delighting customers as an endgame or some fluffy sense of emotional attachment; this is a crass and clear story of financial risk. Taking a step […]
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Organizational Design Needs Deep-Rooted Change
Every day, executives lean in and light up when we describe the virtues of operating with true customer obsession, vowing to make a change . . . . . . and then they return to their reality. The entrenched design of their companies’ organization holds them back. Our research asserts that any modern organization needs […]
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Amazon Is A (Big And Scary) Red Herring
Amazon is on the tip of the tongue when folks analyze the retail sector or try to craft strategies to save or re-energize retail brands. Sure, Amazon is reshaping the retail sector, causing turmoil for most and devastation to some. But that point is misleading and dangerous to brands looking for a single villain or […]
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The Fractured Banking Model: Embrace Change Or Fight It?
In the latest episode of Forrester’s What It Means podcast, Senior Analyst Peter Wannemacher discusses how the traditional banking model is fracturing – making way for an open model that will reward those banks that adapt to customer expectations and behaviors unlike those that helped shape the current model; a fintech market that is creating a low level […]
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Blockchain Fever: The Potential And Challenges Of Blockchain Technology
In last week’s episode of Forrester’s What It Means podcast, Principal Analyst Martha Bennett disentangles the hype from the reality of blockchain technology — and provides a passionate perspective on blockchain’s potential as an economic engine. Podcast transcript Victor Milligan: Hi, I’m Victor Milligan. Jennifer Isabella: And I’m Jennifer Isabella. Victor Milligan: Your co-hosts for Forrester’s podcast, What It Means, where we explore the […]
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The Decline Of Consumer Trust And What To Do About It
In last week’s episode of Forrester’s What It Means podcast, Senior Analyst Tom Champion explains why rebuilding trust with customers is not about brand hygiene but about growth, as more and more consumers show cynicism and skepticism towards brands and convert those feelings to actions. Podcast transcript Victor Milligan: Hi, I’m Victor Milligan. Jennifer Isabella: […]
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The Battle For Talent
In last week’s episode of Forrester’s What It Means podcast, Marc Cecere and Jeffrey Hammond discuss today’s real and potentially dangerous gaps in talent — and how companies are making fundamental changes to strengthen their position in the market. Podcast Transcript Victor Milligan: Hi, I’m Victor Milligan. Jennifer Isabella: And I’m Jennifer Isabella. Victor Milligan: Your co-hosts for Forrester’s podcast What It […]
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How And Why Customers Are Empowered
We recently launched Forrester’s What It Means podcast where we talk with thought leaders to define and demystify the rapidly changing market — and identify what these changes mean for executives today. In last week’s episode, Anjali Lai, senior data analyst, described how customer expectations and behaviors are changing — across generations and regions — and how that it putting increasing pressure on companies’ performance. The […]
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Interruptions To The Advertising Market
The advertising headwinds have been gathering. The $7.4B lost to bad ads. The chronic underperformance. Major firms pulling millions from media budgets. Consumers actively avoiding ads. And yet the interruptions continue. There are bright spots: great storytelling from some brands, better channel orchestration, and the pragmatic application of programmatic. Advertising fueled the remarkable rise of […]
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The Power of Best Practices and Next Practices
Most companies have accepted the new market reality: customers are in charge, having digital chops is table stakes, and disruption is becoming normal. Although most companies have accepted this reality, they also admit that they are not prepared for it. In our Customer Obsessed Assessment, 62% of companies identified as being behind the power curve […]
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The Disruptive Force of Disruption
Digital disruption is a fairly well understood dynamic: new entrant uses technology in new ways to upend existing business models and disrupt markets. In other words, digital disruption is a distinct force with a distinct life span that is mostly external to traditional markets and businesses. But what if it is more than that? What […]