What It Means

Experiences that attract and retain customers start with customer-centric research. In this episode of What It Means, Senior Analyst Kelly Price explains how to conduct user research effectively amid the COVID-19 pandemic.

The COVID-19 pandemic is forcing organizations to adapt and change. In this episode, Vice President and Principal Analyst James Staten describes how enterprise speed informs an organization’s ability to be adaptive.

“The rise of the B2B marketplace” might read like a headline from the early 2000s, but it’s perhaps more relevant now than ever. In this episode of What It Means, Vice President and Research Director Allen Bonde discusses the latest trends driving renewed interest in the B2B marketplace.

The key to becoming customer-obsessed is turning data into insights. In this episode, Principal Analyst Jennifer Belissent provides guidance on how to make your enterprise more data-literate.

Fixed gender constructs have begun to erode. As perceptions evolve, so do the ways that brands market to consumers. In this week’s episode, Vice President Dipanjan Chatterjee discusses how some leading companies have already shifted their approach and how other CMOs can get it right.

In this special episode of What It Means, three Forrester analysts review the business impact of COVID-19 and provide guidance on activating a response plan.

A persuasive customer experience (CX) business case delivers on the two Ms: measurable and meaningful. The case’s aims should be measurable (focused on metrics such as retention rate), but it also needs to meaningfully tap into the personal goals of internal stakeholders. Principal Analyst Maxie Schmidt breaks down how to build a persuasive CX business case on this episode of What It Means.

The sales-marketing divide of old lives on at many companies. Overcoming it is critical to giving today's savvy buyers the seamless experience that they expect. On this week’s What It Means, Phil Harrell, vice president and group director, explains how to bridge the disconnect to drive better results.

The specter of automation-driven job loss has made employees anxious and resistant to change. Principal Analyst J. P. Gownder joins to explain how an employee experience (EX) “bill of rights” can allay fears and boost morale by: 1) cementing what employees can expect and 2) ensuring that automation won’t cost your firm its valuable talent.

Firms debating the move to 5G have a number of factors to consider before determining whether it’s the right move. In this episode, Principal Analyst Dan Bieler discusses the benefits and challenges European firms face in moving to the latest cellular standard.