Reineke Reitsma is Vice President and Research Director at Forrester, a research company that provides advice on existing and potential impact of technology. Reineke has over 20 years of experience with helping executives understand the impact of changing consumer behaviours on their business.
She leads a team that advises clients on the role technology plays in consumers' lives, and the strategies needed to cater to consumers' rapidly changing preferences and behaviors globally. The team synthesizes multiple data sources, including social listening, community, survey, and behavioral data to help companies gain an intricate, 360-degree view of consumers. Current areas of focus include the role of the ‘empowered customer', what do excellent customer experiences looks like, how customer experience affects the bottom-line, and why companies need to become customer-obsessed.
Reineke is a graduate in social geography of the University of Groningen, the Netherlands. She has spoken at numerous Forrester events, as well as other conferences. Her research has been cited in publications worldwide, including The New York Times, Washington Post, New Media Age, Stratégies, and Research Magazine.