Ted Schadler

Vice President, Principal Analyst serving Application Development & Delivery PROFESSIONALS

Ted serves Application Development & Delivery Professionals. He has 27 years of experience in the technology industry, focusing on the effects of disruptive technologies on people and on businesses. His current research agenda analyzes the expanding role of content and content delivery in a mobile-first, digital-always world, including the effects on web content management and digital experience delivery platforms.

Ted is the coauthor of The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment (Groundswell Press, June 2014). Your customers now turn to their smartphones for everything. What's tomorrow's weather? Is the flight on time? Where's the nearest store, and is this product cheaper there? Whatever the question, the answer is on the phone. This Pavlovian response is the mobile mind shift — the expectation that I can get what I want, anytime, in my immediate context. Your new battleground for customers is this mobile moment — the instant in which your customer is seeking an answer. If you're there for them, they'll love you; if you're not, you'll lose their business. Both entrepreneurial companies like Dropbox and huge corporations like Nestlé are winning in that mobile moment. Are you?

Ted is also the coauthor of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business (Harvard Business Review Press, September 2010). Social, mobile, video, and cloud Internet services give consumers and business customers more information power than ever before. To win customer trust, companies must empower their employees to directly engage with customers using these same technologies.

Previous Work Experience

Previously, Ted analyzed the consumerization of IT and its impact on a mobile-first workforce, the future of file services in a mobile-first, cloud-enabled world, mobile collaboration tools, workforce technology adoption and use, and the rise of cognitive computing. In 2009, Ted launched Forrester's Workforce Technology Assessment, the industry's first benchmark survey of workforce technology adoption. This quantitative approach helps professionals and the teams they work with have a fact-based conversation about employees' technology adoption.

Prior to joining Forrester in April 1997, Ted was a cofounder of Phios, an MIT spinoff. Before that, Ted worked for eight years as CTO and director of engineering for a software company serving the healthcare industry. Early in his career, Ted was a singer and bass player for Crash Davenport, a successful Maryland-based rock-and-roll band.


Ted has a master's degree in management from the MIT Sloan School of Management. He also holds an M.S. in computer science from the University of Maryland and a B.A. with honors in physics from Swarthmore College.

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25 results in Reports

  • Customer Insights
  • Emily Collins
  • For Customer Insights Professionals

    Report:Case Study: SCENE Uses Customer Insights To Deliver Value To Loyalty Customers

    This report provides a case study supporting Forrester's best practices for customer intelligence professionals working to drive customer loyalty. Forrester identifies four crucial best practices for...

    • Downloads: 272
  • For Customer Insights Professionals

    Report:Advance Your Approach To Customer Loyalty

    Assessment: The Customer Loyalty Playbook

    If you are serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires strategic alignment, deliberate planning,...

    • For Customer Insights Professionals

      Report:Master Your Mobile Loyalty Moments

      Continuous Improvement: The Customer Loyalty Playbook

      Today, consumers rely on their mobile phones and tablets as information, entertainment, shopping, and life companions. They expect they can get what they want in their immediate context and moments...

      • Downloads: 813
    • For Customer Insights Professionals

      Report:Create An Evolved Loyalty Strategy, Not Just An Effective Program

      Executive Overview: The Customer Loyalty Playbook

      In the age of the customer, it's more important than ever to engage effectively with your customers — how, when, and where they desire. To do this, customer insights (CI) professionals must...

      • Downloads: 1146
    • For Customer Insights Professionals

      Report:TechRadar™ For Customer Intelligence Professionals: Customer Loyalty Programs, Q1 2013

      Loyalty technologies play a central role in the execution and differentiation of customer loyalty programs and, more specifically, in driving consumer participation in a program across channels...

      • Downloads: 871
    • For Customer Insights Professionals

      Report:B2B Loyalty, The B2C Way

      Consumer Loyalty Principles Can Help B2B Companies Reward, Recognize, And Engage Their Customers

      Earning customer loyalty is very important to B2B marketers. After all, loyalty translates directly into referrals and new cross-sell/upsell opportunities. But it's easy for customer insights (CI)...

      • Downloads: 193
    • For Customer Insights Professionals

      Report:Pave A Clear Path To Advanced Loyalty

      Road Map: The Customer Loyalty Playbook

      Customer insights (CI) professionals striving to increase customer loyalty face many challenges, including me-too strategies, disparate data, siloed customer insights, and inadequate measurement...

      • Downloads: 576
    • For Customer Insights Professionals

      Report:Intelligence-Driven Loyalty

      This report outlines the vision of Forrester's solution for customer intelligence executives working on driving customer loyalty. Many loyalty programs fail because they focus too heavily on...

      • Downloads: 1727
    • For Customer Insights Professionals

      Report:Two Approaches For Socializing Your Loyalty Program

      Direct Integration With Social Channels Creates The Richest Engagement And Data Opportunities

      Across the globe, more and more consumers are interacting socially than ever before. When it comes to loyalty, social channels provide an opportunity for brands to engage with members beyond the...

      • Downloads: 371
    • For Customer Insights Professionals

      Report:Make Sense Of Customer Loyalty Measurement

      Performance Management: The Customer Loyalty Playbook

      Do you know how loyal your customers are? Loyalty means a lot of things to a lot of different organizations, and effectively measuring customer loyalty remains a road less traveled by many firms....

      • Downloads: 1420
    • For Customer Insights Professionals

      Report:Toolkit: Loyalty Program Member Interaction Assessment

      The inner workings of a loyalty program and external member interactions are deeply interconnected. To truly assess the success of a given program, you must look not only at the strategy but also at...

      • Downloads: 42
    • For Customer Insights Professionals

      Report:Brief: Simplify Your Loyalty Technology Buying Decision

      Align Technology With Loyalty Management And Marketing Priorities

      Technology plays an integral role in managing and executing loyalty programs and strategies. But as the importance of earning customer loyalty grows, so does the number of technology companies...

      • Downloads: 75
    • For Customer Insights Professionals

      Report:The Forrester Wave™: Loyalty Program Service Providers, Q4 2013

      The Eight Providers That Matter Most And How They Stack Up

      Forrester identified the eight most significant customer loyalty service providers — Aimia, Brierley+Partners, Connexions Loyalty, Epsilon, Kobie Marketing, Bond Brand Loyalty (formerly Maritz...

      • Downloads: 778
    • For Customer Insights Professionals

      Report:Get All Hands On Deck To Reinforce Customer Loyalty

      Organization: The Customer Loyalty Playbook

      Building customer loyalty requires an orchestrated effort from multiple teams: marketing, business technology (BT), customer service, customer insights (CI), and more. There are many ways a company...

      • Downloads: 576
    • For Customer Insights Professionals

      Report:The Loyalty Program Participant Profile

      Landscape: The Customer Loyalty Playbook

      Consumers have a healthy appetite for loyalty programs and are drawn in by discounts and savings. But consumers aren't necessarily just interested in the cold hard cash. Loyalty program members also...

      • Downloads: 1641
    • For Customer Insights Professionals

      Report:The Loyalty Partner Primer

      Benchmarks: The Customer Loyalty Playbook

      During the Forrester Wave™ evaluation of loyalty program service providers, we surveyed 98 customers about their vendor partnerships. We found that users are largely satisfied with the...

      • Downloads: 335
    • For Customer Insights Professionals

      Report:Craft A Customer Loyalty Strategy That Raises Your Maturity

      Strategic Plan: The Customer Loyalty Playbook

      Companies that attempt to drive loyalty with a cookie-cutter strategy and ignore customer insights (CI) struggle and lack meaningful results. CI professionals seeking to build a loyalty strategy that...

      • Downloads: 507
    • For Customer Insights Professionals

      Report:Navigate The Complex Customer Loyalty Ecosystem

      Tools And Technology: The Customer Loyalty Playbook

      Are you among the many customer insights professionals trying to boost your customers' loyalty but confused by the number of vendors offering loyalty solutions? The escalating importance of customer...

      • Downloads: 2769
    • For Customer Insights Professionals

      Report:Three Must-Haves For Loyalty Strategy Success

      Processes: The Customer Loyalty Playbook

      Successful loyalty strategies boost customer retention, engagement, and the bottom line. But today, many companies fail because they haven't established the foundation they need to build basic...

      • Downloads: 1050
    • For Customer Insights Professionals

      Report:Is It The Right Time For A US Loyalty Coalition?

      The Climate Is Shifting For Loyalty Programs That Reward Across Multiple Partners

      Coalition loyalty programs like Air Miles, Fly Buys New Zealand, Nectar, and Payback get a lot of press for their ability to reward consumer spend across categories and impact business performance...

      • Downloads: 245
    • For Customer Insights Professionals

      Report:Five Keys To Unlock Additional Funding For Customer Loyalty

      Business Case: The Customer Loyalty Playbook

      Committing to customer loyalty requires ongoing investment in initiatives that influence both the rational and emotional drivers of loyalty. Many executives intuitively understand that customer...

      • Downloads: 120
    • For Customer Insights Professionals

      Report:Perk Up Your Customer Loyalty Program

      A Guide To Determining The Right Loyalty Benefits Mix

      Building a strong relationship with your customers is more important than ever, and loyalty programs offer an opportunity to reward, recognize, and engage them. But the prevailing manifestation of...

      • Downloads: 345
    • For Customer Insights Professionals

      Report:The State Of Loyalty Programs 2013

      Forrester recently surveyed 50 loyalty program marketers about their loyalty program strategies in an effort to understand the size, structure, and performance of their programs. This report contains...

      • Downloads: 1853
    • For Customer Insights Professionals

      Report:Understanding The Anatomy Of A Loyalty Technology Platform

      Technology plays an integral role in managing and executing a loyalty program. But buyers face an array of technology solutions that support their loyalty needs in different ways. This report is...

      • Downloads: 311
    • For Customer Insights Professionals

      Report:Be A Loyalty Company, Not A Company With A Loyalty Program

      Vision: The Customer Loyalty Playbook

      Customer loyalty practices come with a lot of baggage: They have become synonymous with points, discounts, and rewards. But it's time for a reality check. Loyalty is both behavioral and emotional,...

      • Downloads: 307