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  • Jennifer Wise

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  • For Security & Risk Professionals

    Report

    Report Secure The Rise Of Intelligent Agents

    Securing Intelligent Agents Will Stress Application Security Basics
    September 14, 2017 | Amy DeMartine, Jennifer Wise

    Early-stage intelligent agents (IAs) have arrived and are gaining traction among consumers. Leaving behind the direct, detailed commands of their virtual assistant predecessors, IAs will soon see...

  • For Customer Experience Professionals

    Report

    Report Q&A: Why Emerging Technologies Require Interaction Design

    Answers For CX Pros Who Need To Help Execs Understand IxD's Growing Importance
    August 3, 2017 | Jennifer Wise

    As emerging technologies make customers' interactions with products, services, and brands increasingly digital and complex, companies need CX professionals who know interaction design (IxD) more...

  • For Customer Experience Professionals

    Report

    Report The Six Key Steps To Instituting Good Experience Design

    Establish Your Design Practices For CX Transformation

    CX transformation requires experience design competency — you need to be able to define and refine experiences based on your vision and on research-based customer understanding. To get started, go...

  • For Customer Experience Professionals

    Report

    Report Elevate Your Design Practice To Differentiate Experiences

    Advance Your Design Practices For CX Transformation
    June 19, 2017 | Jennifer Wise

    As you lead your organization's journey to customer experience (CX) transformation, you're ready to advance once you've established a solid and rigorous design competency. That means adopting best...

  • For Customer Experience Professionals

    Report

    Report The Forrester Digital UX Review

    Assessment: The Digital Customer Experience Improvement Playbook
    May 10, 2017 | Andrew Hogan, Allegra Burnette, Jennifer Wise

    Good user experience (UX) helps attract and retain customers, so it's important to conduct rigorous review and testing to assess UX quality. Doing this requires several techniques, including a...

  • For Customer Experience Professionals

    Report

    Report Pivot To Person-First Personalization

    Lead With Customer Goals To Improve Customer Experience And Business Results
    April 6, 2017 | Jennifer Wise, Andrew Hogan

    Personalization is all the hype, and for good reason: Consumers expect brands to leverage the data they exchange to deliver better experiences. But many personalized experiences today miss the...

  • For Customer Experience Professionals

    Report

    Report New Robots, VR, AI, And IoT Need CX Help

    Hot Tech Leaves Humans In The Cold At Mobile World Congress 2017
    April 5, 2017 | Jennifer Wise

    To gauge the state of the art in interaction technologies, Forrester tried out new offerings at Mobile World Congress 2017. This report highlights the most significant ones, points out some of...

  • For B2C Marketing Professionals

    Report

    Report 2017 Mobile And Technology Priorities For Marketers

    Navigate The Hype On Intelligent Agents, Bots, Virtual Reality, And Other Emerging Technologies That Connect Consumers And Brands
    March 21, 2017 | Thomas Husson, Jennifer Wise

    Hype at this year's Consumer Electronics Show (CES) in Las Vegas expanded well beyond mobile. Industry buzz is escalating around new technologies such as virtual reality, augmented reality,...

  • For B2C Marketing Professionals

    Report

    Report A Marketer's Guide To The Mobile Mind Shift

    Landscape: The Mobile Marketing Playbook
    January 23, 2017 | Jennifer Wise, Thomas Husson

    Your customers are on mobile devices; you need to find out: how many, what they expect, and what they are doing. Use these answers to inform your mobile marketing strategy to go beyond mobile as a...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Mobile Engagement Automation Solutions

    Mobile Moments Demand Speed, Speed Demands Automation

    With the ever-increasing volume of mobile moments happening each day in the US alone, marketers need automation to deliver against high customer expectations in real time. Vying to help is a new...

  • For B2C Marketing Professionals

    Report

    Report Patrón Extends Brand Value Through Innovation With Intelligent Agents

    A Market Leader Agilely Adapts To Consumer Trends Using Amazon's Voice-Controlled Alexa
    November 9, 2016 | Jennifer Wise

    To maintain market leadership, consumer brand heavyweight Patrón is positioning innovation as a key brand tenet to keep pace with its hyper-connected consumers. Part of the strategy? An Amazon...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Predictions 2017: Mobile Is The Face Of Digital

    Landscape: The Mobile eBusiness Playbook

    Mobile is the face of digital: the core of customer experience for leading firms across a breadth of industries. Consumer app fatigue is forcing digital business professionals to offer a portfolio...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report A Recipe For Mobile App Success

    Market, Engage, And Manage Mobile App Performance To Drive Business Outcomes
    September 22, 2016 | Julie A. Ask, Jennifer Wise

    Too often, apps launch into the app store, and eBusiness and channel strategy professionals start to measure metrics like downloads to gauge success. But just launching an app and hoping it finds a...

  • For B2C Marketing Professionals

    Report

    Report The Rise Of Intelligent Agents

    How Evolved Versions Of Siri, Google Now, Cortana, And Alexa Will Upend The Brand-Customer Relationship
    September 12, 2016 | Jennifer Wise

    Early-stage intelligent agents (IAs) have arrived and are gaining traction among consumers. And as consumers fall in love with the customized, proactive utilities IAs provide, IAs will capture the...

  • For B2C Marketing Professionals

    Report

    Report Brief: Tap Your Consumers' Location For Mobile Marketing Success

    Master Location-Based Marketing To Amplify Acquisition And Conversion
    August 24, 2016 | Jennifer Wise

    With the rise of the mobile mind shift, marketers and vendors alike are using the word "location" more frequently but indiscriminately. Location's application varies greatly, from local listings to...

  • For B2C Marketing Professionals

    Report

    Report Craft A Maturity-Based Mobile Strategy

    Strategic Plan: The Mobile Marketing Playbook
    March 28, 2016 | Jennifer Wise

    Mobile is hot. As is the case with most hot technologies, marketers often adopt strategies that are aggressive for their level of mobile marketing maturity and prioritize the seductive technology...

  • For B2C Marketing Professionals

    Report

    Report Apply Immediacy, Simplicity, And Context

    Processes: The Mobile Marketing Playbook
    March 28, 2016 | Jennifer Wise

    This report highlights the key principles of mobile experience that marketers must weave into the process of crafting mobile marketing strategies. As more people own and use smartphones than ever...

  • For B2C Marketing Professionals

    Report

    Report Advance Through The Stages Of Mobile Maturity

    Road Map: The Mobile Marketing Playbook
    March 23, 2016 | Jennifer Wise

    This report provides a road map for B2C marketers who are responsible for mobile marketing. As consumer mobile adoption balloons and hardware, software, and interfaces evolve, marketers must keep...

  • For B2C Marketing Professionals

    Report

    Report Score Your Mobile Marketing Maturity

    Assessment: The Mobile Marketing Playbook
    March 23, 2016 | Jennifer Wise, Julie A. Ask

    Marketers are finally adapting to the brave new world of the mobile mind shift — but not at the same pace. While mobile budgets are increasing, the majority of B2C marketers are still in the early...

  • For B2C Marketing Professionals

    Report

    Report The Path To Mobile Marketing Mastery

    Executive Overview: The Mobile Marketing Playbook
    March 23, 2016 | Jennifer Wise, Thomas Husson

    Many marketers realize customers are mobile-dominant today, but few recognize the bigger picture: the ballooning numbers of customers who have undergone what Forrester calls the mobile mind shift —...

  • For B2C Marketing Professionals

    Report

    Report Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    Business Case: The Mobile Marketing Playbook
    March 22, 2016 | Jennifer Wise, Thomas Husson

    Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong...

  • For B2C Marketing Professionals

    Report

    Report Marketing Strategy For The Mobile Mind Shift

    Vision: The Mobile Marketing Playbook
    March 15, 2016 | Jennifer Wise, Melissa Parrish

    Customers are in the midst of a mobile mind shift. They're not interested in your messaging and logos. They want utility, and they want it now. They expect any information or services they want in...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report TechRadar: Mobile Commerce, Q2 2017

    Tools And Technology: The Mobile eBusiness Playbook
    March 14, 2016 | Julie A. Ask, Jennifer Wise

    Mobile has moved beyond its designation as a channel to a full-blown catalyst for digital business transformation. Mobile moments are the new battleground to win, serve and retain customers. With...

  • For B2C Marketing Professionals

    Report

    Report TechRadar™: Mobile Marketing, Q1 2016

    Tools And Technology: The Mobile Marketing Playbook
    March 14, 2016 | Jennifer Wise, Julie A. Ask

    Mobile has moved beyond its designation as a channel to a full-blown catalyst for digital business transformation. Mobile moments are the new battleground to win, serve, and retain customers. With...

  • For B2C Marketing Professionals

    Report

    Report Reset Expectations For Ads On New Social Sites

    As Social Advertising Promises Surge, Marketers Temper Expectations
    February 17, 2016 | Jennifer Wise

    Social sites are the new darlings of the advertising world, promising reach, engaged audiences, and coveted native ad formats. But buyer beware: not all social ad inventory is the same. B2C...

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