Age of the Customer
Insights
Blog
Tackling Cloud Security: US State And Local Government Edition
Learn some of the unique challenges that state and local governments face when it comes to cloud security and governance.
Blog
The Battle For Grounding Your AI Agents Has Begun
Grounding AI agents in reality rather than hallucinations will cost money and establish the foundations for your future. Learn three key questions to ask when grounding your AI agents.
What It Means: A Forrester Podcast
Join us as we explore the latest market dynamics impacting executives and their customers.
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The ROI Of CX Isn’t A Fairy Tale
Yes, thoughtfully designed CX programs do have tangible revenue outcomes. Yet proving ROI can be a source of frustration for CX leaders and business executives alike.
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Three Key Findings From The Forrester Wave™: Sales Training Services, Q1 2025
Leading sales training service providers take a variety of approaches to customization. Learn three key findings from our new report on sales training services.
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Shifting Search Behaviors Demand Smarter Content Strategies
As B2B buyers embrace genAI tools and zero-click search to make decisions, traditional content strategies no longer cut it.
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RSAC 2025 Conference: An International Lens
A significant international presence at RSAC 2025 signaled the continued importance of the US as a global export platform for cybersecurity. Countries including Belgium, Canada, Germany, Ireland, Italy, the Netherlands, Saudi Arabia, Singapore, South Korea, Spain, and the UK showcased national pavilions and cybersecurity companies on the show floor, as well as organizing trade missions […]
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Marketing Best Practices For Ecodesign
Learn how companies are balancing reductions in environmental impact with meeting consumer demands.
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There Are Only Two Major Opportunities For OMS Vendors To Win New Deals Right Now
Digital businesses will still adopt order management systems, but we expect that most will do so in limited, specific ways. In the next 1-2 years, adoption will likely arise in these two ways.
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Tariff Uncertainty Impacts IT Services Firms’ Financial Results
IT services firms recently reported their January–March 2025 quarterly numbers, and the results weren’t pretty. Most firms not only reported slower growth for the quarter but also lowered their forecasts for the next financial year. I dug into the details of what’s at play behind this mellow performance, and here’s what I found. To begin […]
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Master Tech Mayhem: Technology & Innovation Summit APAC
For technology leaders in APAC, the pressing question is no longer about whether AI will transform your business but how you will leverage AI to lead your organization through global volatility and escalating costs. Learn how Technology & Innovation Summit APAC will equip you with the skills, practices, and platforms you need to master today’s tech mayhem and and navigate a volatile environment.
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The Cyber Risk Tides Are Turning: RSAC ‘25 And Beyond
RSAC is the largest cybersecurity conference in the world. Leaders and practitioners across all sectors come together to tackle challenges, all under the maxim of “managing risk.” But what does “risk” actually mean at a security conference? Is it a mythical pursuit? Marketing buzzword? Or generic substitute for “the thing we need to detect/prevent/remediate”? RSAC […]
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Tariff Anxiety? Use The Moment To Update Your Procurement Strategies!
Boardrooms are abuzz with meetings to tackle head on the reverberations of country-specific US tariffs on the world and the subsequent retaliatory measures from large global trading partners, such as from Canada, China, the EU, Mexico, etc. These organizations, transcending industries, are all grappling with increased costs, disrupted supply chains, and heightened uncertainty. The automotive […]
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Choose Your Fighter: Customer Advocacy Tech Options In A Shifting Market
How can you make your customer advocacy program more proactive, more transparent, and more motivating to customers? With technology. Higher-performing customer advocacy programs lean on technology to scale customer advocate sourcing, management, activation, and measurement.
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US Tariffs Have Upended The Asia Pacific Tech Outlook For 2025
The shifts in global trade policy induced by the US government’s tariffs have introduced global economic uncertainty which will impact the tech spending outlook in APAC. Learn more about the drivers and impacts of the ongoing volatility in this post.
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The 95-5 Rule Is Not A Rule, But It’s Not A Myth Either
Can you trust the so-called 95:5 rule when you target B2B buyers with your brand and demand marketing mix? Here's what we found.
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Unlock Optimization Opportunities: The Golden Thread From CX To Value Streams
In today’s volatile business environment, executives face the dual challenge of optimizing costs while maintaining exceptional customer experiences. Our new report, The Golden Thread From CX To Value Streams Reveals Optimization Opportunities, offers a strategic approach to navigating these complexities.
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Healthcare Organizations: Turn Volatility Into Strategic Advantage
Adaptability and agility will differentiate healthcare organizations that flourish amid volatility. Learn how in this preview of our new report, “Healthcare Leaders: How To Thrive Through Volatility.”
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Microsoft Races To Reassure Anxious Tech Execs In Europe
Increasing geopolitical volatility has characterized the last three years in Europe and is reaching new heights. Learn what Microsoft has committed to do and what tech executives should watch out for.
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Geopolitics Accelerates Emerging Technology Investment In Europe
Contrary to popular misconception, European firms aren’t lagging behind in emerging technology adoption, and there’s no lack of innovative startups. Get a look at a few of this year’s top 10 emerging technologies through a European lens.
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Highlight Reel: Insights From The Latest OMS Forrester Wave™
Read this Forrester blog for the top lessons learned from interviews with order management system customers.
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