Age of the Customer
Insights
Blog
My Take On Open Source And Sovereignty From Open Source Summit Europe 2026
At Open Source Summit Europe 2026, one message surfaced repeatedly: Organizations and governments that merely consume open source remain dependent on others to shape their future. Those that govern, maintain, secure, and sustain open-source ecosystems gain influence, resilience, sovereignty, and strategic leverage. The conversation around sovereignty is evolving within and outside the open-source community: The […]
Blog
Six Lessons In Experience Leadership From Forrester’s 2026 Total Experience Honorees
What does it take to turn total experience into an organizational discipline? Explore six lessons from Forrester’s 2026 honorees on aligning brand, customer, and employee experience.
Blog
Thursdays With Erik: Educating Myself On Proactive Security Platforms
As a research director, I manage a team of analysts who cover a range of technologies outside my primary area of expertise (identity and access management). I’ve had to educate myself on these areas so I can oversee the quality of the analysts’ respective research and direct their research agendas. One area of personal interest […]
Blog
Four AI Decisions Tech Leaders Will Tackle In New York This November
Technology leaders have moved beyond asking what AI can do. Now they face four harder questions: Where should we invest? How do we scale? What needs to change inside IT? And how do we prepare for autonomous AI? Learn how Technology & Innovation Forum East helps answer them.
Blog
AI Is Hiding Concentration Risk In Plain Sight
Concentration risk used to be easy to picture: one supplier, one system, or one floppy disk seller. But in the era of AI, the single point of failure has learned to hide. Different AI providers can quietly converge on the same testing firm, infrastructure, data source, or control (i.e., a shared assurance mechanism). The danger […]
Blog
Are You Prioritizing The Right Customer Journey Improvements?
Actually, many CX leaders risk investing where it doesn’t earn loyalty because traditional prioritization of journey drivers ignores that customers don’t stay loyal because you’re doing well; rather, they stay loyal when you are doing better than competitors in the things that matter. This blog is part of a series on how customer journeys drive […]
Blog
Is Journey Completion Enough To Drive Loyalty?
You might assume that customers completing a journey equals success. But our data shows that’s not true. When customers complete their journey but are uncertain whether what they did worked, it undermines loyalty. This blog is part of a series on how customer journeys drive loyalty (scroll to the end for all resources). Customers’ Uncertainty […]
Blog
Does The Peak-End Rule Apply To Customer Journeys?
Yes. Customers whose journeys end on a high and customers whose journeys include a positive surprise are more loyal. This blog is part of a series on how customer journeys drive loyalty (scroll to the end for all resources). Our Data Confirms The Peak-End Rule For Customer Journeys The peak-end rule states that people judge […]
Blog
Do You Improve What Matters To Loyalty In Customer Journeys?
Probably not. Loyalty is shaped by a handful of journey dynamics that most CX teams neither measure nor actively manage. This blog is part of a series on how customer journeys drive loyalty (scroll to the end for all resources). Five Journey Practices That Strengthen Customer Loyalty To identify what drives loyalty, we examined 29 […]
Blog
UiPath FUSION 2026: Why Adaptive Process Orchestration And Autonomous Testing Matter For Enterprise AI
Why UiPath’s Strategy Aligns With Enterprise AI Adoption At this year’s UiPath FUSION event, we saw a clear shift in how automation vendors are positioning AI. Rather than promoting AI-first visions, UiPath emphasized trust, governance, and integration with existing automation investments. Based on the announcements and roadmap discussions, we believe UiPath’s strategy is well aligned […]
Blog
Global Manufacturing’s Software-Led Reset: From Cost Advantage To Adaptive Manufacturing
We’ve been working on a technology investment forecast for global manufacturing with our colleague Paul Miller. For decades, manufacturers used to compete through scale, labor arbitrage, and optimized global production networks. But tariffs, geopolitical fragmentation, workforce shortages, volatile energy prices, and rising customer expectations are now forcing them to rethink value creation. Software-defined manufacturing, industrial […]
Blog
The Paramount-WBD Deal Closes Today — Now What?
Step aside Disney-21st Century Fox, the biggest takeover in Hollywood history closes today (Tuesday, October 6). After 13 months of “will they or won’t they” boardroom and courtroom drama, the conclusion to the Paramount-Warner Bros. Discovery merger saga follows last week’s antitrust settlement approval. The newly beefed-up Skydance parent company will own dozens of media […]
Blog
Choosing A Workday Services Partner? Evaluate The Firm And The People
Choosing a Workday partner requires evaluating both provider capabilities and delivery team quality. Learn how to reduce risk and improve outcomes.
Blog
Unily Unite 26: The Launch Of Content Studio, An AI-Powered “Creative Engine For Enterprise Content”
Unily’s Unite 26 was held in London on September 29 and 30, bringing together digital workplace leaders representing internal communications, IT, and HR. In the opening keynote, Unily CEO Lokdeep Singh announced the launch of Content Studio. Described as a “creative engine for enterprise content,” this new standalone offering is intended to help organizations turn […]
Blog
Meta, Amazon, And The Real Question About Agentic Commerce
Recent media reports have highlighted Amazon’s decision to block Meta’s Muse AI agent from making purchases on its marketplace. Muse has quickly gained attention for its ability to research products, complete tasks, and shop on behalf of consumers, while Amazon appears focused on maintaining direct control of the customer relationship and checkout experience. Retailers Should […]
Blog
There’s A Consumer AI Trust Gap In Financial Services, But The Solution Is Surprisingly Simple
Today, as a society, we agree on little: Politics. Climate. Health. Whether a hot dog is a sandwich. But one topic is bringing us back together: artificial intelligence! According to Forrester’s Consumer Benchmark Survey, 2026, nearly nine in 10 online adults in the US and the UK have at least heard about AI, but ubiquitous […]
Blog
To Prepare For The Future Of Owned Search, Take Our ADVICE
Forrester’s ADVICE framework guides merchants to optimize content for discoverability in their owned environment — i.e., their sites and apps. Learn what to do.
Blog
Conversational Commerce Moves Closer To Mainstream Reality
Recent moves from major players in the market are embedding both commerce and conversation into more experiences — learn more.
Blog
The AI Doomsday Circus: Don’t “Step Right Up!”
Don’t let AI doomsday headlines dictate your strategy. Stay grounded in what’s real, manage the risks you can control, and focus on the investments most likely to create new value.
Blog
Predictions 2027: Europe Wants Control But Can’t Pull The Plug
The debate over digital sovereignty is entering a new phase. In 2027, European leaders will move beyond ambition to action, making pragmatic decisions about what to localize, what to protect, and where global dependencies still make strategic sense.
More posts