The CX Cast

Research-based guidance on how to manage customer experience (CX) at any organization — an imperative that Forrester has been researching for over 20 years. Each week, Forrester analysts discuss key findings from their latest research on CX; analyze relevant topics in the news; or chat with CX professionals about how they’ve overcome prevalent challenges managing CX in their organizations.

100 episodes

17d ago latest

weekly cadence

English language

▶ Play latestRSS feed Website News Business

https://www.forrester.com/feed/cx-cast/

Episodes 100

462: Use Cases For AI In Experience Research
3d ago · 21:32
AI moderators promise to make qualitative research faster and more scalable, but where do they fit in the research process? Senem Biyikli joins Martin Gill and Angelina Gennis to explain how AI-moderated interviews work, when they deliver value, and why human researchers remain essential. The discussion covers practical use cases, implementation guidance, participant trust, and the future of AI-powered customer research.
461: Practitioner Stories: How Michelle Samuel Built Momentum in Her First Year at Nationwide
10d ago · 22:45
Many organizations collect customer feedback. Far fewer consistently turn it into action and measurable business results. Angelina Gennis speaks with Michelle Samuel, Chief Customer Officer at Nationwide, about building a customer-driven operating model inside a 100-year-old mutual company. Michelle shares how her first 90 days focused on listening, alignment, and capability assessment, and how those insights led to a simple but scalable CX framework: Listen. Act. Monitor. They cover: How to move from customer-focused activity to customer-driven impact How to prioritize journeys that create th
460: CX Cast Replay – How Fujitsu Europe Scaled CX Transformation
17d ago · 47:25
This week on the CX Cast we dig into our archives to bring you an episode that's stood the test of time. Fujitsu is a global B2B technology and services company, and Europe is its largest region outside of Japan. To double down on customer centricity, Fujitsu Europe focused on four success factors: Blending CX expertise with business inputs and creating clear CX accountability across countries Proving the value of CX to leaders and account teams Using a standardized but customizable approach to scale CX across account teams in various countries Focusing on value by cocreating improvements with
459: Why Inclusive Design Improves Customer Experience For Everyone
23d ago · 28:29
Most organizations still design for an "average" customer. The problem? There is no average customer. In this episode, producer Hannah Jachim, who in her day-job is a Forrester Researcher, joins Angelina Gennis and Martin Gill to explore the report she recently published exploring inclusive design in the automotive industry. Our discussion reveals how designing for people with different abilities, needs, and circumstances unlocks better experiences for everyone. From the origins of cruise control to the challenges of autonomous vehicles, Hannah explains why accessibility should be treated as a
458: How Employee Experience Powers Total Experience Growth
1mo ago · 25:04
Customer growth comes from two sources: strengthening relationships with existing customers and attracting new ones. Forrester's Total Experience (TX) framework was designed to measure both. Now it takes the next step. Host Angelina Gennis welcomes James McQuivey, VP, Research Director at Forrester, to discuss the next generation of Total Experience and the introduction of EX impact, a new measure that reveals how employee experience influences customer experience (CX) and brand experience (BX). James explains why employee experience is not simply another score to add to the model. Instead, it
Hands On: Building Interactive Experiences
1mo ago · 29:21
Most CX leaders know stakeholder alignment is hard. Strategy workshops stall. Teams focus on blockers. Momentum fades before transformation begins. In this episode, Angelina Gennis and Martin Gill share lessons from a season of CX forums and immersive experiences. From stakeholder management workshops to AI-powered game shows and full-scale transformation simulations, they explore how interactive learning helps people build skills, collaborate across functions, and experience change before it happens. We cover: Why simple, hands-on activities create stronger engagement and learning How gamific
456: Why You Need A Journey Decision System
1mo ago · 29:54
Most organizations have journey maps, dashboards, and customer insight. Many struggle to turn them into meaningful decisions. In this CX Cast episode, learn how to bridge the gap.
455: Closing the Digital Experience Gap: From Channels to Customer Moments
1mo ago · 29:45
Great CX starts outside-in. If customers aren’t using what you built, the problem isn’t them. Host Martin Gill speaks with Tom Mouhsian, Principal Analyst at Forrester, about why, even after years of investment, digital experiences still fail. The issue isn’t channels or technology. It’s a persistent gap between how customers want to get things done and how organizations force them to do it. Tom introduces the Digital Moments Map and Digital Connections Tracker—two frameworks that reframe CX around customer goals, interaction modes, and real-world behavior. We discuss: Why thinking in channels
454: Make CX Strategy Stick With Interactive Learning
1mo ago · 26:20
Most CX strategies fail to land. Not because the ideas are wrong, but because teams don't internalize the decisions behind them. Host Martin Gill speaks with Joana de Quintanilha, VP and Principal Analyst, about how immersive, gamified experiences turn CX strategy into action. Drawing on real examples like escape‑room style simulations to auction‑driven prioritization, Joana explains how leading organizations drive alignment, confidence, and better decisions at scale. We discuss: Why immersive experiences outperform traditional workshops for CX strategy rollout The five design principles: expe
453: Build The Experience AI Can’t At CX Summit EMEA
2mo ago · 26:06
CX Summit EMEA brought CX, digital and marketing leaders together to challenge them to build the experience AI can't. We focused on earning trust, aligning teams, and turning experience strategy into something that actually operates at scale. We added an employee lens to our Total Experience framework to draw a clearer line between employee experience (EX), brand perception, and customer outcomes, and we leant into trust, empathy and the human foundations of AI. We sent producer Hannah out onto the conference floor with a microphone to find out what the attendees thought. Featuring multiple at
452: Practitioner Stories: Redesigning The B2B Enterprise For CX Led Growth At Expereo
2mo ago · 30:04
Enterprise CX transformation rarely starts with journey maps or dashboards. It starts with fixing real problems fast. In this episode of CX Cast, Angelina Gennis and Martin Gill speak with Amory Somers‑Vine, Customer Experience Director at Expereo, about leading customer‑centric change during a major B2B business model shift—from wholesale network services to enterprise partnerships. Amory shares how Expereo: Prioritised CX improvements based on live customer issues, not theory Built a customer health model from frontline insight before formal metrics Used behaviour‑led culture change to win h
451: Embrace The AI Innovation Lifecycle
2mo ago · 32:47
AI makes it easy to generate ideas. The hard part is deciding which ones deserve investment. In this episode of CX Cast, Forrester Principal Analyst Manuel Geitz joins Angelina and Martin to unpack how AI is fundamentally reshaping the innovation lifecycle from ideation to commercialization. Manuel explains why AI’s real advantage isn’t speed or scale, but decision quality. As innovation becomes continuous and data‑orchestrated, leaders must shift focus from producing more ideas to killing the wrong ones faster. We talk about: Why AI turns innovation into an always‑on system, not a stage‑gate
450: Why Playing Games Makes Your CX Strategy Stick
3mo ago · 27:07
In this episode, hear how hosts Angelina Gennis and Martin Gill use Forrester's research to design immersive, game‑based experiences for our CX Forums that move leaders from theory to action.
449: How AI Shifts Design Work To The Left
3mo ago · 29:48
AI isn't killing design — but it is reshaping workflows, roles, and expectations. Principal Analyst Gina Bhawalkar joins the CX Cast to discuss her findings from interviews with design leaders.
448: Separating The Signal From The Noise Of Customer Complaints
3mo ago · 32:23
Customer complaints are not noise. They are high‑fidelity signals of broken expectations, rising risk, and lost value. In this episode of CX Cast, Principal Analyst Riccardo Pasto joins Martin Gill to reframe how leaders should re-think about complaints from a compliance burden to a strategic CX asset. The conversation breaks down why low complaint volumes can be a warning sign, how complaint costs quietly multiply across churn, brand damage, and employee burnout, and what it really takes to turn complaint data into action across silos. We cover: Why complaints signal customer trust, not failu
447: Kerry Bodine On Why 2026 Is The CX Profession’s Inflection Point
3mo ago · 34:42
CX leaders are at an inflection point. AI can now do much of the work CX teams once defined themselves by, such as journey mapping, insight synthesis, and analysis. That creates an existential threat. Or a breakthrough moment. In this episode, Angelina Gennis and Martin Gill are joined by ex-Forresterite Kerry Bodine, co‑author of Outside In, to explore how CX leaders can move from defense to reinvention in the age of AI. We cover a range of pop culture influences, from Terminator‑level anxiety about the coming AI apocalypse to our "Avengers Assemble" moment, which uncovers how the diversity o
446: Reboot Journey Measurement To Prove Value
4mo ago · 39:55
Many CX teams say they are journey‑led. Fewer can prove the value of those journeys. In this episode, Angelina Gennis and Martin Gill speak with Maxie Schmidt, VP and Principal Analyst at Forrester, about how to reboot journey measurement so it drives decisions, rather than populates dashboards. We examine how to move beyond end‑of‑journey surveys and NPS to focus on measuring what actually matters: value for the customer and value for the business. We cover: Why end‑of‑journey surveys are lagging and often misleading The three levels of CX measurement: relationship, journey, and touchpoint Ho
445: How CX Leaders Build Resilience In A Volatile World
4mo ago · 20:54
Uncertainty is no longer an exception. It is the operating environment. In this episode of CX Cast, Angelina Gennis and Martin Gill unpack why volatility, geopolitical risk, and rapid change are overwhelming CX teams, and explore what resilient leaders do differently. We connect macro‑level uncertainty to practical leadership choices CX executives must make now, and drawing on recent CX predictions, executive data, and real client examples, to explain: Why resilience is built through outcomes, not tools Why over‑reliance on methodologies can make teams brittle How decision rights and trust acc
444: Practitioner Stories: Curbing Coordination Tax At Ridepanda
4mo ago · 18:42
Growth makes coordination of customer problems harder - whatever your product. If your product is physical, the journey is daily, and customers are forming new habits, the "coordination tax" can erode both customer and employee experiences. In this episode, CX Cast co-host Angelina Gennis speaks with Cassidy Grace, CX Manager at Ridepanda about what it takes to scale CX in a B2B2C model without losing warmth, clarity, or trust. Casidy explains why CX is where "strategy meets human messiness" and they both react to data provided by Front on coordination tax. Key takeaways include: Where to inte
443: Communicating CX: Start With A Better Question
4mo ago · 23:11
What if CX leaders could stop guessing what stakeholders want and instead ask a single structured prompt: “If you knew __ about customers, what would you do?” In this episode, we dig into the benefits of asking this question with Senior Analyst Colleen Fazio.
442: How Conversational Banking Unlocks Tomorrow’s Agentic Experiences
5mo ago · 31:06
AI‑mediated search is rapidly becoming a primary entry point for financial decisions. Customers now start their banking journeys with LLM platforms, not branded sites — and they trust these tools enough to ask sophisticated, advice level questions. Solo host Martin Gill speaks with principal analyst Aurelie L’Hostis to break down this shift and what leaders must do now. Aurelie shares new data on how consumers use third‑party AI assistants for banking queries, why trust is shifting, and how AI‑powered search is reducing human traffic to brand websites. She also outlines the coming rise of agen
441: I’m a CX Leader, Get Me Out of Here!
5mo ago · 34:04
Many CX leaders look at their org chart and wonder: Is this career path dead end or a launchpad? Co-hosts Martin Gill and Angelina Gennis sit down with Tina Lilje, former Head of Global Customer Experience at Philips Healthcare, to unpack what a sustainable, upward career in customer experience (CX) really looks like. We explore how to: Use a CX leadership role as a springboard into broader business leadership. Read job descriptions, org charts, budgets, and KPIs to spot which organizations are serious about CX – and which are doing “CX by rebranding.” Translate CX capabilities into transferab
440: The Path to CX Leadership
5mo ago · 23:18
CX leadership demands more than functional expertise. It requires curiosity to uncover what others overlook, courage to ask bold questions, and communication that connects CX work to business outcomes. Angelina Gennis talks with Principal Analyst, Judy Weader and VP, Principal Analyst, Katy Tynan, about how leaders at every level build influence and move organizations toward customer‑focused change. They cover: How the Three C’s of curiosity, courage, and communication show up in effective CX leadership. Why CX leaders must translate customer experience (CX) into business language that resonat
439: Practitioner Stories: ENOC
6mo ago · 30:09
A well-designed loyalty program can encourage customer behaviors that unlock shared value. Oil and gas player Emirates National Oil Company (ENOC) has a range of downstream retail offerings, from convenience stores to registration service providers. Suryaveer Singh, head of loyalty CRM and data, describes how he used ENOC's broad ecosystem to create a unique value proposition for customers.
438: Turn CX Strategy Into Action With Game Based Learning Principles
6mo ago · 29:15
CX leaders struggle to create strategy days, roadshows, and training that people actually remember. Game design can fix that. Co‑hosts Martin Gill and Angelina Gennis speak with Tim van den Boomen, an interaction designer who creates escape rooms and immersive learning environments for brands. Tim shows how game mechanics, player archetypes, and simple physical props can transform low‑engagement CX moments into high‑impact experiences. Listeners will learn: How “explorers”, “achievers”, “socialisers”, and “killers” shape engagement — and how to design for all four. How to create a “magic circl

Episodes

Reading the feed…

More News shows

The CX Cast

Episodes 100

462: Use Cases For AI In Experience Research

461: Practitioner Stories: How Michelle Samuel Built Momentum in Her First Year at Nationwide

460: CX Cast Replay – How Fujitsu Europe Scaled CX Transformation

459: Why Inclusive Design Improves Customer Experience For Everyone

458: How Employee Experience Powers Total Experience Growth

Hands On: Building Interactive Experiences

456: Why You Need A Journey Decision System

455: Closing the Digital Experience Gap: From Channels to Customer Moments

454: Make CX Strategy Stick With Interactive Learning

453: Build The Experience AI Can’t At CX Summit EMEA

452: Practitioner Stories: Redesigning The B2B Enterprise For CX Led Growth At Expereo

451: Embrace The AI Innovation Lifecycle

450: Why Playing Games Makes Your CX Strategy Stick

449: How AI Shifts Design Work To The Left

448: Separating The Signal From The Noise Of Customer Complaints

447: Kerry Bodine On Why 2026 Is The CX Profession’s Inflection Point

446: Reboot Journey Measurement To Prove Value

445: How CX Leaders Build Resilience In A Volatile World

444: Practitioner Stories: Curbing Coordination Tax At Ridepanda

443: Communicating CX: Start With A Better Question

442: How Conversational Banking Unlocks Tomorrow’s Agentic Experiences

441: I’m a CX Leader, Get Me Out of Here!

440: The Path to CX Leadership

439: Practitioner Stories: ENOC

438: Turn CX Strategy Into Action With Game Based Learning Principles

Episodes

More News shows

Indiana Week in Review

Liberty Nation

Темпаче!

PolitiCoast: The BC Politics Podcast

PolitiCoast Podcast

Week in Review

Episodes 100

462: Use Cases For AI In Experience Research

461: Practitioner Stories: How Michelle Samuel Built Momentum in Her First Year at Nationwide

460: CX Cast Replay – How Fujitsu Europe Scaled CX Transformation

459: Why Inclusive Design Improves Customer Experience For Everyone

458: How Employee Experience Powers Total Experience Growth

Hands On: Building Interactive Experiences

456: Why You Need A Journey Decision System

455: Closing the Digital Experience Gap: From Channels to Customer Moments

454: Make CX Strategy Stick With Interactive Learning

453: Build The Experience AI Can’t At CX Summit EMEA

452: Practitioner Stories: Redesigning The B2B Enterprise For CX Led Growth At Expereo

451: Embrace The AI Innovation Lifecycle

450: Why Playing Games Makes Your CX Strategy Stick

449: How AI Shifts Design Work To The Left

448: Separating The Signal From The Noise Of Customer Complaints

447: Kerry Bodine On Why 2026 Is The CX Profession’s Inflection Point

446: Reboot Journey Measurement To Prove Value

445: How CX Leaders Build Resilience In A Volatile World

444: Practitioner Stories: Curbing Coordination Tax At Ridepanda

443: Communicating CX: Start With A Better Question

442: How Conversational Banking Unlocks Tomorrow’s Agentic Experiences

441: I’m a CX Leader, Get Me Out of Here!

440: The Path to CX Leadership

439: Practitioner Stories: ENOC

438: Turn CX Strategy Into Action With Game Based Learning Principles