What It Means: A Forrester podcast

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.

Latest Episodes

Insurance Claims: A Digital Transformation

What It Means 5 days ago

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. […]


The Real Root Of Customer Loyalty

What It Means September 13, 2018

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 […]


Brand Security In The Post-Truth Era (Live)

What It Means September 6, 2018

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 […]


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

What It Means August 30, 2018

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 […]


From Grease To Code: Industrial Goes Digital

What It Means August 23, 2018

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 […]


Risky Business: Startups And Security

What It Means August 16, 2018

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 […]


How Office Depot Uses Culture To Drive Growth

What It Means August 9, 2018

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 […]


CIOs And The Future Of IT

What It Means August 2, 2018

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 […]


Climate Change As A Business Risk

What It Means July 26, 2018

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 […]


Robotics Quotient: How Humans Relate To Machines

What It Means July 19, 2018

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 […]


The True Meaning Of Digital Transformation

What It Means July 12, 2018

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 […]


CX: Catering To A Creature Of Habit (Live)

What It Means July 5, 2018

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.   […]


The Future Of Organizations

What It Means June 28, 2018

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 […]


The 2018 US Customer Experience Index

What It Means June 21, 2018

Forrester Vice President and Research Director Harley Manning discusses the 2018 US Customer Experience Index results and what they mean for companies trying to win on the value of CX. Featuring: Harley Manning, Vice President and Research Director Show Notes: According to Forrester’s 2018 US Customer Experience Index (CX Index™), CX improvements have stalled for a third year in a row. Firms scoring at the very bottom […]


The Customer Energy Index

What It Means June 14, 2018

Forrester Senior Data Analyst Anjali Lai introduces the Customer Energy Index: a measure of customer attitudes, behaviors, and actions that tracks the impact they all have on the global market.  Featuring: Anjali Lai, Senior Data Analyst Show Notes: We know that it’s the Age of the Customer. We know that customers are empowered by their digital resources. But we also know that there’s much more […]


Smart Homes And The Subscription Economy

What It Means June 7, 2018

Forrester Vice President and Principal Analyst Frank Gillett discusses the smart home: the types of technologies in the market, the ways in which they’re used by consumers, and how the smart home could change the economy as we know it.  Featuring: Frank Gillett, Vice President, Principal Analyst Show Notes: Although the term “smart home” has been around for decades, only recently have smart home technologies matured from niche […]


USAA: Excellence In Mobile Banking

What It Means May 31, 2018

Forrester Vice President and Principal Analyst James McQuivey interviews two USAA employees — Christy Rogers, VP of digital strategy and content operations, and Shauna Brown, AVP of bank digital channels — on USAA’s success in mobile banking.  Featuring: James McQuivey, Vice President, Principal Analyst Show Notes: Today’s banks are digitally capable — many have mobile apps, online banking, chatbots, and other digital touchpoints. The challenge for these businesses is a lack of differentiation from the […]


The Algorithm Of Me

What It Means May 24, 2018

Forrester Principal Analyst Fatemeh Khatibloo discusses the future of consumer data: its sources, purpose, and potential for changing the way brands and consumers interact.   Featuring: Fatemeh Khatibloo, Principal Analyst Show notes: While we live in the age of the empowered customer, algorithms still hold sway over what we see, who we interact with, what apps we download, and even how we feel. Fed […]


The New Role Of Marketing

What It Means May 17, 2018

Forrester Vice President and Principal Analyst Shar VanBoskirk discusses the new role of marketing — and how acknowledging and embracing change will lead to success. Featuring: Shar VanBoskirk, Vice President, Principal Analyst Show notes: The purpose of business is changing. Rather than differentiating through a product or business model, companies now need to deliver an […]


Loyalty In Retail: From Transactional To Emotional

What It Means May 10, 2018

Forrester Analysts Emily Collins and Sucharita Kodali discuss the future of retail loyalty programs — and how retailers can drive emotional loyalty with customers. Featuring: Emily Collins, Senior Analyst and Sucharita Kodali, Vice President, Principal Analyst Show notes Contrary to popular belief, traditional retail loyalty programs are not about serving the customer — they’re designed to serve the […]