Age of the Customer
Insights
Blog
Why Having Digital Insights Doesn’t Always Translate To Digital Outcomes
Digital business leaders continue to heavily invest in data and analytics to drive their digital business. Yet, many still struggle to turn insights into action. In our report, The State Of Digital Intelligence, 2026, we highlight how organizations collect, analyze, and operationalize customer and digital insights — and why progress continues to stall. Based on […]
Blog
Starbucks’ Loyalty Program Upgrade Felt Like A Downgrade — Here’s Why
Starbucks’ recent rewards program update should have been a brand win, with more ways to earn, clearer tiers, and friendlier currency rules. Instead, it triggered a wave of frustration from many members who believed they’d been “demoted” when they saw their status listed as green. Many longtime customers assumed they were still gold, not realizing […]
Blog
Marketing Chaos Is Our Calling: Why CMOs, Agencies, And Martech Leaders Need Forrester
Forrester uniquely covers the entire marketing ecosystem and its underlying business. 2026 heralds a monumental shift in marketing and advertising, surpassing the decades-long “digital” transformation. AI will upend commercial models, reshape brand expectations from partners, and demand new measures of efficient growth. CMOs face the herculean task of rewiring the marketing function. Martech leaders must […]
Blog
Think About The Agentic Shift With Your Next Customer Service Solution
There is so much excitement about how AI is changing customer service operations. What was once a reactive, cost-heavy, and manual function is turning into a proactive function that drives revenue growth. C-level executives and board members are more than curious. They are leaning heavily into the ROI potential of AI in customer service technology. […]
Blog
Mobile World Congress 2026: From 5G Hype To AI Hope
MWC 2026 in Barcelona made one thing clear: The 5G hype has finally cooled, and the industry is sprinting toward what’s next. While I was on the ground navigating the chaos of the Fira, my partner Octavio was tracking the global signals from the digital sidelines. Between my sore feet and his high-level view, we’ve […]
Blog
Connection, Confidence, And Community: A Look Inside The Forrester Women’s Leadership Program
The Women’s Leadership Program has become a staple of Forrester events. Here’s what you can expect this year — and why it’s particularly resonant now.
Blog
CX Isn’t Dead — Yet
If the CX profession wants to reclaim strategic relevance over the next decade, it needs to shift from diagnosing experiences to delivering change and from a language of sentiment and pain points to one of growth, trust, and resilience.
Blog
Power Couple OpenAI + Amazon May Have Just Won Consumer Agentic Commerce
As the Shopify-OpenAI partnership appears to be ending, a new alliance may be set to dominate. Learn how it could unfold and what the implications may be.
Blog
Why An AI Event Strategy Is Becoming A Leadership Issue, Not A Technology One
B2B event teams are operating under sustained pressure. Budgets are constrained, audience expectations are evolving, and large volumes of event content and data remain underused. At the same time, leaders are under pressure to demonstrate clearer impact from every event they run. AI offers a way to respond to these pressures. It can improve team […]
Blog
From Two Teams To One Conga Line: Conga And PROS Creating Momentum Together
Conga Connect 2026 demonstrated how momentum builds when coordination, connection, and customer focus come together. The event showcased the successful unification of Conga and PROS through a new brand, connected strategy, and clear product roadmap. Customer stories brought the vision to life, highlighting tangible business impact from a more integrated approach for configuring, pricing, and quoting. Like a well-run conga line, the organization is moving forward with purpose.
Blog
Architecture Is On The Hook For GenAI Success
Enterprise architecture has always existed to absorb complexity. But generative AI is testing that mandate in ways we haven’t seen before. Every day brings a flood of new models, tools, agents, claims, and counterclaims. Architects are expected to understand foundation models and retrieval architectures, advise on pilots, arbitrate platform decisions, and weigh emerging risks — […]
Blog
Prevent MDR-To-IR Handoff Chaos Before A Breach
Security leaders often assume that once they’ve invested in managed detection and response (MDR) services, the hardest parts of breach detection and response are behind them. Alerts are monitored. Playbooks exist. Someone is watching the environment 24/7. Then, they have a security incident. It escalates quickly. And the response feels less coordinated than expected. We […]
Blog
New Report Released On The State Of Buying In The Public Sector In 2026
Our new report on global public sector purchasing, based on data from Forrester’s Buyers’ Journey Survey, 2025, reveals a market full of opportunity but also increasing complexity. One of the most striking findings is just how large and distributed public sector buying groups have become. Typical purchase decisions now involve, on average, 14 internal stakeholders […]
Blog
Ten Can’t‑Miss Experiences For CX Leaders At CX Forum East
CX Forum East brings CX leaders together in New York City to tackle the most urgent challenge of the AI era: building experiences that technology can’t replicate. Learn how to get the most from the two-day event.
Blog
Ten Can’t-Miss Experiences For CX Leaders At CX Forum West
At CX Forum West in San Francisco, CX leaders move from AI ambition to execution. Discover 10 can’t‑miss experiences designed to help you deploy technology with intent and build experiences that stand out in an increasingly automated world.
Blog
The Consent Deficit: RBI’s Draft Responsible Business Conduct Directions Turn Misselling Into A Proof Problem
India’s misselling problem is no longer being treated as a training lapse or “rogue agent” issue. The Finance Minister has publicly stated that misselling is an offence: not a training failure, not a rogue agent problem — an offence, with institutional accountability attached and welcomed, tighter Reserve Bank of India (RBI) guidance. RBI’s responsible business […]
Blog
When The Agents Take The Keyboard: Inside Cloudflare’s Next.js Rewrite
I’ve spent much of my career as both an analyst and a practitioner advising people against “the big rewrite.” It’s called second-system syndrome for a reason: You usually throw away years of hidden bug fixes and security patches just for the sake of “cleaner” code. But after sitting down with Cloudflare’s Dane Knecht (CTO) and […]
Blog
From Volatility To Chaos: Navigating Wartime Impacts For Tech Leaders
Leading Through War-Driven Chaos The last few years have been defined by compounding uncertainty. From the COVID‑19 pandemic to the 2025 US tariff escalations, along with the ongoing war in Ukraine now entering its fourth year, enterprise leaders have had to navigate relentless geopolitical and economic pressure. These shocks forced organizations to strengthen their scenario […]
Blog
Human Insight, Amplified: How Forrester Is Reinventing Research For The AI Era
Forrester is redefining research for the AI era by amplifying human intelligence — not replacing it. Our trusted, accountable insight is now embedded directly into everyday workflows through Microsoft Teams, bringing expert judgment to the moment that decisions are made.
Blog
Smart Buildings Are No Longer About Return-To-Office
Smart buildings are evolving from attendance-driven perks into core enterprise infrastructure — powering cost control, sustainability, safety, and productivity by ensuring that every square foot delivers measurable business value when and how it’s used.
More posts