Age of the Customer
Insights
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Conway’s Law: Your Operating Model Matters More Than The AI Model
I love an axiom. Something easy to remember, fast to say, and punchy enough to stick. With my older boys, I’ve often said, “If in doubt, don’t.” With my younger son, who is autistic, I say, “Stay close, stay safe.” Short phrases. Big truths. The kind that helps in the moment when time is short and the stakes are high. That […]
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Turn Application Portfolio Rationalization Into A Continuous Optimization Capability
Many enterprises have invested heavily in application portfolio rationalization (APR) to regain control of sprawling application estates. These efforts typically focus on inventories, redundancy, and retiring outdated systems. While necessary, APR alone rarely sustains executive attention or supports long‑term digital and AI ambitions. To move beyond episodic cleanup, firms must adopt application portfolio optimization (APO) […]
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Healthcare And Life Sciences: Turning AI Momentum Into Lasting Value
Healthcare and life sciences (HCL) firms are moving fast on AI — much faster than expected. But so are consumers. From domain-specific AI tools to enterprisewide ambient technology integration, accelerating drug discovery, and connecting medical records and health apps for a more personalized experience, the momentum is real. The promise is also real: AI is […]
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How To Build A Loyalty Team That Scales With Your Program
Brands continue to see the value in developing deeper relationships with their customers through loyalty initiatives, but investment typically flows toward technology, rewards, and promotions, with less focus on what drives differentiated experiences, personalized engagements, and emotional loyalty. This isn’t surprising, given that loyalty is both an art and a science, and it’s much easier […]
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OpenAI’s Proposed IPO Opens A Trifecta Of Opportunities For It, But Don’t Lock In Just Yet
OpenAI’s IPO move, paired with its latest manifesto, highlights a race to win consumers, automate enterprises, and advance toward AGI. For business and technology leaders, the implication is clear: Accelerate AI adoption, avoid lock-in, and focus on capabilities, not vendors, as the competitive landscape shifts.
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Your AI Bill Is A Context Problem
AI cost controls are solving the wrong problem. The real challenge is context debt—and until organizations manage it, spend will rise faster than value.
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Build The Human Foundations Before You Scale AI
CX Summit EMEA explored the real AI opportunity: building trust, strengthening foundations, and reimagining experiences — not just making them more efficient.
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The CLM Market Has A Messaging Problem, Not A Capability Problem
If you’ve ever tried to meet someone “at Ray’s Pizzeria” in Manhattan, you already understand the contract lifecycle management (CLM) market. “Original Ray’s.” “Famous Ray’s.” “World Famous Original Ray’s.” Same name, similar awning, very different experience. That’s CLM right now: Vendors sound alike, but they’re not built alike. Diverse Functionality, Copy-Paste Claims Every vendor is […]
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Reimagining Client Experience Through AI-Powered Product Innovation
Generative AI has moved beyond hype to fundamentally reshape how work gets done. See how Forrester is applying AI to its own business — embedding trusted insights into everyday workflows to help clients make faster, better decisions with confidence.
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Total Experience Score, 2026: Growth Breaks When Experiences Fragment
The brands pulling ahead aren’t optimizing brand, customer, and employee experience in isolation — they’re aligning them into a system that drives measurable growth. Forrester’s 2026 global Total Experience Score and research show that when promise, delivery, and the people behind both move in sync, companies build strong, sustainable momentum.
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Forrester’s EX Index Completes The Total Experience Picture
Most organizations manage employee, customer, and brand experience in silos, obscuring how they connect to influence business outcomes. Forrester’s new EX Index reveals how employee experience shapes brand equity, customer loyalty, and growth.
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Highlights From UserTesting’s Crafted 2026: Build Fast, Build Right
On May 28, we joined the research community at UserTesting’s Crafted event in Seattle. The energy was palpable, with passionate researchers and designers eager to evolve their craft responsibly and effectively in the age of AI. A clear takeaway of the event was that building fast doesn’t matter if you’re not building the right thing. As AI makes creation easier, decisions […]
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Agentic Software Development Takes The Lead: From Code Assistants To Orchestrated SDLC Agents
So far in 2026, software development has already crossed a clear threshold. GenAI is no longer just helping developers to write code faster; it is reshaping how software is planned, built, tested, and delivered. Forrester’s recent report on The State Of Agentic Software Development, 2026 shows that TuringBots are now becoming agentic, not just AI […]
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Money20/20 Europe 2026: Intelligent Finance Takes Shape
Money20/20 Europe 2026 reveals how agentic AI, programmable money, and trust are reshaping finance into an intelligent, AI‑driven ecosystem.
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Have We Turned The Corner On CX Quality?
While North America shows early signs of recovery following the last few years of decline, the picture elsewhere remains less clear. Read the main takeaways from our 2026 global Customer Experience Index rankings.
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Forrester’s 2026 BX Index™ Rankings: North American Brands Make Gains; Europe And Asia Are More Constrained
Forrester’s 2026 Brand Experience Index reveals where brand perception is strengthening and where it’s stalling. Read about the high-level shifts across regions and industries this year.
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Developer Relations Is Not (Just) Marketing
If you’ve got a product that’s aimed at developers but consider developer relations as solely a marketing function, you’re making a mistake. You might find: Competitors appear to have insights that your marketing team misses. Your products lack key features compared to others on the market while you spend time building things that your metrics […]
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Strategy: Batteries Required, Discipline Sold Separately (Part 2)
Welcome back! Last time, we cracked open the box and discovered that the “strategy” was really a stack of inherited decisions, held together with assumptions, good intentions, a few layers of duct tape, and the occasional vendor relationship nobody can fully explain. We watched it come apart under a divestiture, get reassembled in real time, […]
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Unlock Your AI Opportunity At Forrester’s AI Forums
Join us in Singapore or Sydney to learn how to turn AI momentum into measurable advantage. Our AI Forums are geared toward technology, security, marketing, and customer experience leaders and teams.
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The State Of Agentic AI In 2026: Companies Are Chasing, Few Are Catching
Most enterprises are chasing agentic AI; almost none have caught it. Forrester’s report, “The State Of Agentic AI, 2026,” digs into why investment isn’t turning into scale, why orchestration and governance lag ambition, and what separates the companies pulling ahead.
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