What It Means, A Forrester Podcast-logo

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.
More Information


United States


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.








How To Unlock Seamless Customer Experience (Live)

Seamless customer experience is more than continuity across devices — seams traverse channels, contexts, and time. Principal Analyst Jennifer Wise discusses how firms can remove damaging seams using data, design, and technology. Featuring: Jennifer Wise, Principal Analyst Show Notes: By now you know that experience matters in whether customers stay with you or switch to a competitor. This is why you strive to deliver seamless and immersive experiences. But what exactly is a seamless customer...


Nationwide: Innovation At 92 Years Young

Scott Sanchez, chief innovation officer at Nationwide, and Forrester Vice President and Principal Analyst James Staten discuss the realities of innovation: Culture, disruption, participation, acclimation, and customer obsession. Featuring: Scott Sanchez, Chief Innovation Officer, Nationwide Mutual Insurance Co., and James Staten, Vice President, Principal Analyst, Forrester Show Notes: Incremental change won’t help you become a market leader in 2025, but that’s how many firms approach...


Business Platforms: How Asia Is Building Customer Relationships

Research Director Frederic Giron discusses the three key layers of successful platform business models — technology, business, and relationship platforms — and how firms are using business platforms to expand their value position with customers. Featuring: Frederic Giron, Research Director Show Notes: What makes Alibaba and Tencent successful business platforms? They’ve built a two-way relationship, creating a common technical foundation wherein customers and suppliers can interact and...


GDPR: The Coming Global Standard

GDPR seemed to promise chaos at the dawn of May 25, but we haven’t seen much yet. Senior Analyst Enza Iannopollo explains the lack of major headlines — and why you can’t be lulled into a false sense of security. Featuring: Enza Iannopollo, Senior Analyst Show Notes: We’re nearly five months in, and yet the European Union’s General Data Protection Regulation (GDPR) has not turned the world upside down — yet. Despite a lack of doom-spelling headlines, regulators have been hard at work behind...


Building A Culture Of Innovation

Chris Paul of LPL Financial and Daniel Patreau of CIBC discuss their enterprisewide innovation and culture transformation journeys, and how they’ve helped employees acclimate to change and participate along the way. Featuring Chris Paul, LPL Financial and Daniel Patreau, CIBC Show Notes Chris Paul, SVP of advisor and investor experience at LPL Financial, and Daniel Patreau, director of digital experience at CIBC, first connected as members of Forrester's Customer Experience Council. Both are...


Retailers, Don’t Give Customers “Socks” This Holiday Season

This holiday season, retailers should give customers seamless, satisfying experiences (i.e., what they want) and not “socks” (i.e., what the retailer wants to give). Principal Analyst Sucharita Kodali and Analyst Michelle Beeson impart holiday wisdom that will keep customers jolly all year round. Featuring: Sucharita Kodali, Principal Analyst, and Michelle Beeson, Analyst Show Notes: It’s a classic holiday disappointment. A young tot, filled with hope and cheer, rips open a promising box. Is...


The Future Of Payments

Analysts Brendan Miller and Jacob Morgan dive into the future of payments. In their next evolution, transactions will melt into the background to create a seamless customer experience. Featuring: Brendan Miller, Principal Analyst, and Jacob Morgan, Senior Analyst Show Notes: Everything is moving toward improved customer experience — including the payments process. The evolution from cash to digital revolutionized commerce. Now commerce will return the favor, moving payment from the forefront...


Insurance Claims: A Digital Transformation

Principal Analyst Oliwia Berdak discusses how insurers can use technology and data to transform the claims process — protecting the customer and delivering bottom-line performance. Featuring: Oliwia Berdak, Principal Analyst Show Notes: A claim is the “moment of truth” between insurers and customers. It’s when insurers must deliver on their core purpose: protecting the customer. But today’s market factors — rising customer expectations, financial pressures, a changing risk climate, and...


The Real Root Of Customer Loyalty

To build customer loyalty, companies are tempted to hop on the “I’m your best friend” bandwagon or offer up coupons. But as Principal Analysts Emily Collins and Maxie Schmidt-Subramanian explain, the root of loyalty is delivering real value to customers. Featuring: Emily Collins, Principal Analyst, and Maxie Schmidt-Subramanian, Principal Analyst Show Notes: Brands need customers. Customers, ultimately, don’t need brands. Despite this reality, companies take shortcuts on their quest to...


Brand Security In The Post-Truth Era (Live)

The bad guys win in this one. Principal Analyst Jeff Pollard tells an attack story that will keep your PR team up at night and explains how to defend your brand against fake content. Featuring: Jeff Pollard, VP, Principal Analyst Show Notes: Attackers impersonate users and steal information — we know this. But when their objective is to distort our source of truth, what is at stake? In his keynote speech from Forrester’s 2018 Digital Transformation Forum in Chicago, Security & Risk Analyst...


Relationship Design: Are Brands Less Self-Aware Than Bots?

Does your brand converse with customers, or are you the digital version of a boring, monologuing dinner party guest? Hashtag inventor Chris Messina discusses why relationship design is key to making brand conversation work. Featuring: Chris Messina, Inventor of the Hashtag Show Notes: You pull up your auto insurance company’s chatbot. It asks: “What can I help you with?” You respond: “I need to revise an insurance claim.” But the chatbot can’t understand you. It gives options to file a new...


From Grease To Code: Industrial Goes Digital

No industry is safe from digital disruption — including manufacturing. Paul Miller explains how companies are overhauling their business models to stay competitive. Featuring: Paul Miller, Senior Analyst Show Notes: Industrial digital transformation is more than placing robots in a factory or connecting devices to the internet of things. Manufacturers across all industries are using emerging technology to reinvent their entire business models. Supply chains are more responsive to consumer...


Risky Business: Startups And Security

What do seat belts and security policies have in common? They’re life-saving, simple to implement, and people frequently opt to not use them. Principal Analyst Chase Cunningham discusses the risky business of working with unsecure startups. Featuring: Chase Cunningham, Principal Analyst Show notes: It’s easy to create an app — and thereby create a company — with today’s technology. It’s also easy to build in security from the ground up, but many startups simply don’t do it. Instead, they...


How Office Depot Uses Culture To Drive Growth

A lot of companies talk about culture. But how do you walk the walk? Learn how Office Depot keeps focused and connected to its core purpose: helping every entrepreneur succeed. Featuring: Kevin Moffitt, Chief Retail Officer at Office Depot Show Notes: Office Depot is about more than printers and toners. It’s about helping entrepreneurs grow their business, no matter how small or large that business is. In January 2017, the organization welcomed CEO Gerry Smith, setting off a new era of...


CIOs And The Future Of IT

Sixty-two percent of companies fail to get the most out of their business technology — and the CEO and CIO are to blame. Forrester CEO George Colony and Principal Analyst Bobby Cameron explain why these executives are responsible for leveraging technology to deliver the best customer experience. Featuring: George Colony, Forrester CEO, and Bobby Cameron, Principal Analyst. Show Notes: If you're using technology to speed up internal processes, that's great — but it's not digital...


Climate Change As A Business Risk

Climate change poses a serious threat to business operations. Vice President Stephanie Balaouras and Researcher Sal Schiano discuss how firms are preparing for climate uncertainty and why they must do so. Featuring: Stephanie Balaouras, Vice President, Research Director, and Sal Schiano, Researcher. Show Notes: Rising sea levels, droughts, severe weather, threats to supply chains: Climate change is here, and businesses must contend with a future full of uncertainty. With 16 storms costing...


Robotics Quotient: How Humans Relate To Machines

As robotics revolutionize the workplace, how will humans find their place? Robotics quotient, someone’s ability to work effectively with robots, will soon be an essential skill. Analysts J. P. Gownder and Sam Stern ponder how employee experience can adapt to this bot-filled future. Featuring: J.P. Gownder, Vice President and Principal Analyst, and Sam Stern, Principal Analyst. Show Notes: In the organization of the future, humans will work in tandem with a wide range of robots. This will...


The True Meaning Of Digital Transformation

Research Director Martin Gill explains the inherent issues that have plagued many digital transformation efforts and how companies can become fit for survival. Featuring: Martin Gill, Research Director Show Notes: Digital transformation has come to mean so many things that it’s almost meaningless. Companies have automated call centers, digitized sales channels, and catered to mobility — but does that really count as transformation? The answer is no. Digital isn’t a channel — and...


CX: Catering To A Creature Of Habit (Live)

Senior Analyst TJ Keitt explains the importance of habits in customer experience design and how brands should use them to develop a loyal customer following. Featuring: TJ Keitt, Senior Analyst Show Notes: Everyone has habits that regulate their daily lives — and those habits often include services or products designed to support, create, or reward those habits. A great customer experience caters to the habits that your customers have (and want to keep) or habits they want to form. A brand...


The Future Of Organizations

Forrester Vice President and Group Director Sharyn Leaver discusses the future of organizations — what companies will look like, how they will function, and how they’ll be managed to maximize agility and efficiency in the not-so-distant future. Featuring: Sharyn Leaver, Forrester Vice President and Group Director Show Notes: The speed of an idea is fast, the speed of technology is fast, but the speed of people is slow. In a market where most companies are trying to transform themselves...