Age of the Customer
Insights
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Trust Is the Brand Principle Health Insurers Can’t Afford to Ignore
Health insurers are out of excuses. Congress has joined the growing chorus calling out the widening gap between what insurers promise and what members actually experience. Denials, delays, data breaches, and dodged questions have eroded confidence in insurers’ ability to deliver on the core promise of mitigating the financial risks of healthcare. This isn’t a messaging […]
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Orchestrate CX Success With Forrester’s CX Vision And Strategy Research And Tools
Delivering great customer experience is a lot like putting on a concert. You can gather world‑class musicians, give each of them brilliant individual parts, and still end up with … noise. What turns noise into music is a shared score — a bold vision of what the performance should sound like — and a plan that helps every section play in sync.
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E-Commerce Will Drive Half Of Europe-5 Retail Sales Growth By 2030
Across France, Germany, Italy, Spain, and the UK, e-commerce is growing and is set to transform retail to capture 21% of total retail sales by 2030.
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AppGen Is Eating Low-Code — What It Means To You
There’s a lot of noise right now about what generative technology can do in enterprise software development for applications and workflows. Depending on who you ask, it’s either the end of software developers — or just another overhyped shift. Let’s cut through the noise. We Started With The Low-Code Revolution Low code was a revolution. […]
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This Valentine’s Season, Gift V-For-Value With Personalization Tactics They’ll Actually Love
With that love/hate Valentine’s holiday around the corner, retail America tells us it’s time to let the people in your life know you care about them. Valentine’s Day gift staples like flowers or chocolate may be the standard. But gift-givers who assume that their loved ones want these commonplace offerings may end up falling flat. […]
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Rules In The Agentic Shipyard: Desired Agents Must Twist-Lock
Forward-looking companies aren’t necessarily choosing among AI agent vendor offerings — they’re building their own agentic frameworks in house. This has significant implications for CMOs, marketing teams, and vendors.
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A Defining Moment For CPQ: Inside The Conga-PROS Merger
The Conga-PROS merger unites market leaders in CPQ configuration, quoting, workflows, and AI‑driven pricing optimization. Together, they will create an enterprise‑grade platform that connects pricing strategy to execution across the full quote‑to‑commit lifecycle. If integrated effectively and broadly adopted, the combined solution promises faster deal cycles, stronger pricing discipline, improved workflows, and a more consistent omnichannel customer experience.
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SpaceX’s Million‑Satellite Ambition: Visionary Leap Or AI‑Orbit Hype?
SpaceX’s latest FCC filing signals a bold escalation in the battle for AI infrastructure dominance: a proposal to deploy up to 1 million solar‑powered orbital data‑center satellites — positioning space, not Earth, as the next frontier for compute capacity. Framed as “the most efficient way to meet the accelerating demand for AI computing power” and […]
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Enterprise Architecture Has Never Been Stronger
The Architecture Pendulum Is Stopping Every few years, a familiar argument resurfaces: Is enterprise architecture (EA) finally fading away? This question isn’t new. Over the past two decades, EA has repeatedly swung between prominence and rejection — embraced during periods of consolidation, then sidelined as organizations chased speed through agile delivery, product-centric models, and decentralized […]
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Introducing Marketing Operations Management Solutions (MOMS), The Artist Formerly Known As Marketing Resource Management (MRM)
The ’90s are back! Like crop tops, oversized blazers, baggy jeans, Lauryn Hill, and partying like it’s 1999, we’re reviving marketing operations technology with a remixed name: marketing operations management solutions (MOMS). But these aren’t your frumpy mom jeans of the ’90s; these are a sleeker deconstructed 2026 version (and now with AI™!). Forrester defines MOMS as: […]
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Level Up Your CX Workshops With Gaming Goodness
Back-to-back slide decks. Cameras off. A handful of questions at the end. For many CX leaders, that’s what a “strategy day” still looks like. Now think about those scenes in “Stranger Things” where the kids are huddled around a table playing Dungeons & Dragons. They’re all in. They argue (in a good way). They remember […]
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When A Hosting Provider Becomes A Hostile Provider: The Notepad++ Compromise
The detailed writeup from cybersecurity vendor Rapid7 about the Notepad++ compromise gives CISOs a clear demonstration of how a single failure in the distribution process for a widely used utility can become an enterprise-scale software supply chain event. Developers, analysts, automation engineers, researchers, IT operators, and security teams use this editor as part of their […]
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Europe’s 2026 Tech Spend Exceeds €1.5 Trillion Driven By AI, Cloud, And Sovereignty
Despite economic uncertainty, tariff pressures, and geopolitical tensions, Europe’s tech spending will see a robust 6.3% growth in 2026, exceeding €1.5 trillion for the first time. Find out why in this preview of our latest tech spending forecast.
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US Technology Spending Will Grow A Record 8.3% In 2026 To Reach $2.9 Trillion
While talk of an AI bubble persists, Forrester forecasts US technology spending to grow 8.3% in 2026 to $2.9 trillion. Learn the key drivers behind this growth in this preview of our new forecast.
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Global Technology Spending Will Grow A Record 7.8% In 2026 To Reach $5.6 Trillion
Forrester forecasts that global tech spending will reach $5.6 trillion and grow a record 7.8% in 2026. Find out why in this preview of our new global technology spending forecast.
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The State Of GenAI And Consumers For 2026
Over the past three years, ChatGPT was the catalyst for genAI adoption. It became the face of consumer genAI usage. It is still the most popular tool among genAI users, followed by Google’s Gemini and well ahead of Meta AI or Microsoft Copilot. Personal use cases currently trump professional ones. GenAI Is Poised To Grow […]
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It’s People All The Way Down
Learn five ways that belief that it’s people all the way down help you make sense of the AI world and make good decisions about what to do as a business or technology leader.
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New Research: Untangle Healthcare’s Revenue Cycle Mess
Forrester is preparing to release new research on revenue cycle management (RCM). RCM is no longer just about billing and payments. It’s a critical component of financial health and customer experience, yet the administrative burden, friction between payers and providers, high labor costs, complex user interfaces, and rising denial rates have made RCM a pain […]
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Younger Buyers Are Reshaping Business Buying In Asia Pacific — Are You Ready?
Seventy percent of business buyers in the APAC region are Millennials or Gen Zers, which is shaping the region’s buying dynamics in profound and irreversible ways.
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Multiply B2B Growth: Why Your Ideal Customer Profile Alone Isn’t Enough
If ICPs alone were enough, pipelines wouldn’t stall and growth wouldn’t slow. Learn what's missing and what to do about it.
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