What It Means

What It Means

By ForresterBusiness
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What It Means episodes

  • Risk, Reward, And Trust In The B2B Sphere
    Given the high-stakes nature of many B2B purchases, trust with buyers is key. At a time when trust is in decline, how can B2B companies accomplish this? VP and Group Director Isabel Montesdeoca and Principal Analyst Ian Bruce explain on What It Means.
    29 min
  • To Succeed In B2B Sales, Talent Alone Won't Cut It
    The days of relying on superstar sales reps to land huge, quarter-saving deals are over. Winning and retaining today’s buyers takes a systematic, broader-based approach to selling. Vice President and Senior Research Director Phil Harrell explains what this approach entails on this week’s podcast episode.
    29 min
  • What It Takes To Create Audience-Centric B2B Content
    Every marketing organization knows its content should be customer-centric. Yet many still struggle to deliver on this aim. On this week’s What It Means episode, VP Phyllis Davidson and Principal Analyst Lisa Gately discuss how B2B marketers can get it right.
    23 min
  • What Is Design Debt?
    What is design debt? Principal Analyst Andrew Hogan joins What It Means in advance of his talk at CX North America to discuss this hidden problem and how addressing it strengthens customer experiences.
    29 min
  • What Is A CX Tech Portfolio?
    A customer experience (CX) technology portfolio is both a select set of tools and almost everything your organization uses. Principal Analyst TJ Keitt unravels this paradox and explains how CX professionals can best navigate the tech landscape.
    25 min
  • Healthcare's Gone Virtual, And There's No Going Back
    The massive spike in virtual health visits in 2020 wasn’t a passing phenomenon. On this week’s What It Means, Principal Analyst Arielle Trzcinski explains why virtual care is here to stay and what the implications are for patients, providers, and insurers.
    27 min
  • The Time Is Right For A Federal CCO
    We’re making a call: The Biden administration should create a federal chief customer officer role. VP and Principal Analyst Rick Parrish joins to explain why now is the perfect time and why federal agencies should prioritize customer experience.
    25 min
  • How Customer Service Will Evolve In 2021
    The upheavals of 2020 forced customer service organizations to rapidly shift their operations. But which changes will become permanent? Explore the future of customer service in this episode of What It Means with VP, Principal Analyst Kate Leggett and Principal Analyst Ian Jacobs.
    32 min
  • Reaching Beyond Delight In Customer Journeys
    Customer experience professionals often believe that delight is the ultimate emotional goal of every customer journey. In this episode of What It Means, VP and Principal Analyst Joana de Quintanilha explains how a wider understanding of emotion drives more-effective customer journeys.
    31 min

About What It Means

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The age of the customer isn’t a tagline — it’s a fundamental shift in the market that is forcing companies and executives to change course. In Forrester’s What It Means podcast, we’ll examine those changes, what they mean, and what executives can do about them.