Age of the Customer
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Protect Your Customers And Your Brand From Holiday-Fueled Phishing
It’s the most frantic time of the year, isn’t it? From “Black Friday Starts Now!” on November 1 through to “Place your order by December 18 for guaranteed delivery!” and finally to “There’s still time!” and “Great last-minute gifts!” — it would certainly seem so by looking at most people’s overflowing personal inboxes. It’s also, […]
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Customer Marketers: Be Ambitious But Not Careless
Customer marketers once lived in the shadow of demand marketing as supporters of upsell and cross-sell and now have expanded to adoption, loyalty, and advocacy, as Forrester’s State Of Customer Engagement Survey, 2024, shows. They should be ambitious, but not careless, about what they take on next.
What It Means: A Forrester Podcast
Join us as we explore the latest market dynamics impacting executives and their customers.
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Anti-Predictions 2025: What Won’t Happen In The Year Ahead
It’s predictions season at Forrester. Find out what the coming year won't have in store in our 2025 anti-predictions.
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CX Isn’t A “Project”: Lessons from Forrester’s 2024 Customer Obsession Awards EMEA
Projects end, but placing customers at the center of your business' strategy, operations, and leadership requires continuous commitment. The winners of this year's Customer Obsession Awards for EMEA provide some valuable takeaways.
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Balancing AI And Humanity: Insights From Knowledge Management’s Biggest Events In 2024
Knowledge management is experiencing an exciting transformation fueled by the merging of generative AI and human-centered practices.
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Adtech Competition Heats Up With A Potential Divestment, A New Offering, And An Acquisition
The possibility that Google may need to sell or spin off the world’s most used web browser wasn't the only news in adtech this week. Learn about two other moves that could bode well for the future of adtech competition and consumer privacy.
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School’s In Session — Five Lessons Learned From The Forrester Wave™: Customer Experience Strategy Consulting Services, Q4 2024
Get the five key lessons learned about customer experience strategy consulting services in this preview of our new Wave report.
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Influencers Are This Holiday Season’s “Gift Guides”
Creator gift guides will fuel shoppers this holiday season, helping to solidify social media as a critical commerce channel for marketers.
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Leverage Collaborative Supply Networks To Achieve Supply Chain Resilience And Sustainability
Learn how collaborative supply networks are helping some enterprises navigate the “new normal” of supply chain risk, and get a list of resources that can help your organization.
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How To Reconcile Your Key CX Metrics: rNPS vs. tNPS
Are you prepared to explain to your leaders and business partners why the organization’s relationship metric is lower than transactional NPS scores? Get insight on how to communicate the value of each in this blog.
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The Future Of B2B Buying Will Come Slowly … And Then All At Once
In a short 18 months after the launch of ChatGPT, Forrester data shows 89% of B2B buyers reporting that they are using generative AI in their purchasing process. Providers haven’t yet seen a large impact on their revenue engine but should expect to see smarter buyers making more considered decisions faster.
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Social Suites Mature With New AI Workflows And Expanded Use Cases
Social media has become a critical channel for marketers. It intersects many teams, from social media managers to commerce marketers and care agents. These often siloed teams need technology to help them effectively collaborate and measure the impact of their efforts from one place. Forrester defines social suites as: Platforms that combine multiple social tech […]
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Zero-Party Data: The Gift That Keeps On Giving
As data deprecation makes customer data harder to acquire, zero-party data provides a valuable means for brands to learn more about shoppers, deliver relevant experiences, and convert them from first-time customers into regular shoppers. Learn how to use this data to improve experiences.
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How Embedded Finance Adds Fuel To Black Friday
This holiday shopping season, shoppers will increasingly turn to “buy now, pay later” (BNPL) in a sign of triumph for embedded finance.
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Providing A DXP That Is Composable
Learn the attributes of a composable digital experience platform and how it differs from a content management system.
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Meet Forrester’s New Principal Analyst Covering Loyalty Marketing, John Pedini
In 2025, we expect consumer usage of loyalty programs to grow amid declines in overall brand loyalty. Though loyalty programs offer the rewards that price-conscious consumers crave, companies struggle to inspire emotional loyalty across various tactics aimed at improving retention. Marketers need a loyalty strategy that appropriately balances transactional incentives with an understanding of what […]
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Meet Forrester’s New Senior Analyst Covering Marketing Measurement, Brad Haag
According to our most recent CMO Pulse Survey, marketing executives plan to prioritize maturing how they measure marketing effectiveness in 2025. Marketing measurement plays a critical role in helping CMOs defend marketing investments, secure resources for future initiatives, and show that marketing is an engine for growth rather than a cost center. As CMOs look […]
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Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy
An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]
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It’s Not You, It’s Me — And Other Findings From The Forrester Wave™: Customer Feedback Management Solutions, Q4 2024
At the risk of dating myself, I’m a proud member of Gen X. So, perhaps I can be forgiven for channeling Jerry Maguire and George Constanza when I think about the key takeaways from the latest Forrester Wave™ evaluation of customer feedback management (CFM) solutions. My conversations with the customer references for the nine vendors […]
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A Digital Product Passport Needs More Standardization And Fewer Standards
The Digital Product Passport promises significant benefits for sustainability, auditability, and consumer information, but a lack of agreement on standards makes it difficult to realise this promise ahead of European deadlines in 2027.
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