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What It Means, A Forrester Podcast

Business & Economics Podcasts

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.

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.

Location:

United States

Description:

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.

Twitter:

@forrester

Language:

English

Contact:

617-613-6000


Episodes

Data Literacy: The Secret To Customer Obsession

3/26/2020
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.

Duration:00:27:29

As Gender Constructs Shift, So Does Brand Messaging

3/19/2020
Fixed gender constructs have begun to erode. As perceptions evolve, so do the ways that brands market to consumers. In this week’s podcast episode, VP and Principal Analyst Dipanjan Chatterjee discusses how some leading companies have already shifted their approach and how other CMOs can get it right.

Duration:00:29:19

Tracking The Business Impact Of COVID-19

3/11/2020
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.

Duration:00:39:06

Building A Compelling CX Business Case

3/5/2020
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.

Duration:00:24:55

Rebooting The Sales-Marketing Relationship

2/27/2020
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.

Duration:00:30:23

Employee Experience Bill Of Rights

2/20/2020
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.

Duration:00:29:33

Is 5G Right For Your Firm?

2/13/2020
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.

Duration:00:24:17

AI + Customer Service: Transformation Starts From Within

2/6/2020
Will contact centers soon be whittled down to a single all-knowing chatbot? Sorry, not quite. But AI will remake customer service, starting from the outside in. Discover the contact center of the future on this week’s What It Means with Principal Analyst Ian Jacobs.

Duration:00:32:51

Is A Customer Community Right For Your Brand?

1/30/2020
Brands such as Glossier, Peloton, and Sephora have shown that community can be a potent marketing tool. But building and maintaining customer communities isn’t as easy as it looks. On this week’s What It Means, Principal Analyst Emily Collins talks about what it takes to make community-building successful.

Duration:00:25:03

Avoiding AI Gone Wrong: The Challenges Of Testing AI Applications

1/23/2020
As AI-infused applications expand their reach, a question persists: How do you test the unknown? VP and Principal Analyst Diego Lo Giudice tackles that question — and more — in this week’s episode.

Duration:00:25:26

How (And Why) To Leverage CX Champions Programs

1/16/2020
Many understaffed customer experience (CX) organizations are spinning their wheels and realizing they can’t meet their goals in a silo. On this week’s What It Means, Analyst Angelina Gennis joins to discuss how CX champions programs can catalyze CX transformation.

Duration:00:19:33

2020: Agencies Turn Inward To Meet Performance Demands

1/9/2020
Mounting pressures on marketing leaders to deliver better brand experiences are forcing agencies to evolve. On this week’s What It Means, Principal Analyst Jay Pattisall discusses the changes ahead for agencies in 2020 and beyond.

Duration:00:26:28

Emerging Tech In 2020: Four Trends CIOs Need To Watch

1/2/2020
2020 will be another year of dramatic change in the emerging tech space, pushing IT leaders to keep pace. In this episode, Forrester analysts provide their top predictions in IoT, AI, edge computing, and cloud computing.

Duration:00:10:40

CIOs Embrace Uncertainty And Prioritize People In 2020

12/26/2019
CIOs, take note: 2020 will be a year of volatility, change, and opportunity for IT leaders. In this episode, VP and Principal Analyst Brian Hopkins reviews his 2020 CIO predictions and discusses what IT leaders can do to make the most of the year ahead.

Duration:00:28:56

2020: A Make-Or-Break Year For CMOs?

12/19/2019
The need to compete on customer and brand experience has redefined the CMO role and raised questions about the title’s fate. In this episode of What It Means, VP and Research Director Keith Johnston discusses the challenges facing chief marketers and the broader implications for organizations.

Duration:00:26:19

The Customer In 2020 Searches For Meaning

12/12/2019
Join us on a journey to the center of the customer’s hollow universe. Forrester Senior Analyst Anjali Lai and VP and Principal Analyst James McQuivey explore why customers will yearn for brands to provide something more meaningful than the rapid escalation of self-centered benefits.

Duration:00:34:18

The Ambiguity-Laden March Toward People-Centric Design

12/5/2019
We’ve gotten used to adapting to technology. But in the future, tech will adapt to us. On this episode, Hector Ouilhet, head of design for Google Search and Google Assistant, shares the latest in people-centric design.

Duration:00:28:14

The Secret To Transformational CX Design: Your Org Chart

11/21/2019
What does it take to design truly transformational, human-centric customer experiences? On this episode of What It Means, Bank of America’s Rachel Kobetz shares her insights.

Duration:00:24:15

How Marketing Became Too Personal

11/14/2019
Marketers’ efforts to get to know customers via data collection and personalization may be driving them away instead. On this week’s What It Means, Vice President and Group Director Melissa Parrish discusses what’s gone wrong and how marketers can end the disconnect.

Duration:00:34:24

It’s Time To Commit To Corporate Values

11/7/2019
Organizations that have been slow to commit to corporate values can’t afford to be anymore. On this episode of What It Means, Senior Analyst Anjali Lai describes the urgency executives face in balancing values-based consumers with business goals.

Duration:00:28:44