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Forrester recommends that companies use personas founded in ethnographic research to guide the design of products, channels, and messages. This presentation shows how personas are evolving as organizations strive to deliver experiences across multiple channels that satisfy customers' needs and engage them on an emotional level. This presentation is a repeat of Jonathan Browne's presentation on November 18, 2010 at Forrester's Marketing & Strategy Forum EMEA 2010.
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Forrester applied its persona evaluation criteria to reference personas provided by nine interactive agencies in the UK for the recent Forrester Wave™. Most of the personas showed some room for improvement, with problems running the gamut in both type and
Disruptive technologies are a double-edged sword for environmental sustainability, offering both crucial enablers and significant challenges. On the positive side, technology innovations accelerate energy and resource efficiency, aid in climate adaptation and risk mitigation, monitor crucial sustainability metrics, and even help in environmental conservation. However, the necessary compute power, volume of waste, types of materials needed, and scale of implementing these technologies can offset their benefits.In this webinar, we discuss our latest report, which explores the dual roles of six disruptive technologies, and illustrate the beneficial use cases to guide sustainability and technology leaders on how to use them for good.Key takeaways: Explore the case studies and examples on leveraging disruptive technologies to focus on optimization.Learn about the disruptive technologies that will make the most impact in sustainability in 2025.Target audience level: beginner and intermediate
Building effective cross-functional relationships can be the difference between a successful customer experience (CX) transformation and one that struggles. Join us as we walk through a new series of tools that CX pros can use to collaborate with stakeholders.Key takeaways: Identify key influencers around the organization to collaborate with.Lear how tp align CX value with the organizational outcomes your influencers care about.Explore how to build an approach plan to engage influencers to amplify and accelerate CX impact in the organization.Target audience level: all levels
CRM is a critical piece of technology infrastructure that underpins a firm’s ability to deliver next-generation financial services. It connects organizational silos to drive customer and business value. CRMs are integrating AI and adding intelligent agents to boost productivity and deliver personalized customer experiences at scale. This makes CRM an indispensable tool for financial services firms aiming to enhance customer experiences, streamline operations, and drive growth.Despite the benefits, we often hear that financial services firms struggle to justify the investment in CRM modernization, and firms that have done so say that they’re struggling to extract value. This makes it more important than ever to choose the right vendor. But the financial services CRM market is bifurcating, making vendor choice even harder.Key takeaways: Understand the financial services CRM market, key vendors, and common financial services use cases.Learn how AI (predictive, generative, and agentic) is transforming CRM and what it means for financial services firms.Uncover the mistakes that are leading to the underutilization of CRM by financial services firms.Identify the key considerations that should inform financial services firms’ CRM purchasing decision.Target audience level: intermediate and advanced
Your B2B customers expect personalized interactions on their terms and timelines. Outdated marketing, sales, and postsale processes have failed to meet their changing expectations, resulting in poor experiences that make it harder to retain accounts and grow them further. Postsale teams, and customer success specifically, are uniquely positioned to engage customers and help them achieve meaningful results, but only if you elevate their role in transforming revenue processes that create more durable growth.Key takeaways: Learn why customers are the key to stable, long-term growth.Understand the role of postsale engagement teams in transforming revenue processes.Explore how top teams guide customers through four distinct postsale stages of the Opportunity Lifecycle framework.Target audience level: intermediate