Episodes

Journey mapping is valuable. Journey centricity is transformative. In this replay, explore how to move beyond individual projects and build a journey-centric operating model that aligns teams around customer goals. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Journey mapping is valuable. Journey centricity is transformative. In this replay, explore how to move beyond individual projects and build a journey-centric operating model that aligns teams around customer goals. We ...

The best journey programs do more than identify problems. They create opportunities for innovation. In this replay, explore how customer journey insights can spark new ideas, improve experiences, and uncover opportunities for growth. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: The best journey programs do more than identify problems. They create opportunities for innovation. In this replay, explore how customer journey insights can spark new ideas, improve experiences, and...

Creating journey maps is only the beginning. This replay from way back in the archives explores techniques for increasing the value, influence, and outcomes of journey mapping programs. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Creating journey maps is only the beginning. This replay from way back in the archives explores techniques for increasing the value, influence, and outcomes of journey mapping programs. We discuss: How to strengthen journey insights with additiona...

Customer journeys rarely exist in isolation. In this replay, explore why leading organizations need a journey atlas to understand how journeys connect, overlap, and influence one another. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Customer journeys rarely exist in isolation. In this replay, explore why leading organizations need a journey atlas to understand how journeys connect, overlap, and influence one another. We discuss: What a journey atlas is and why it matters. H...

Many organizations create journey maps. Far fewer use them to drive measurable change. This replay breaks down seven practical steps for creating journey maps that align teams, uncover customer pain points, and support better business decisions. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Many organizations create journey maps. Far fewer use them to drive measurable change. This replay breaks down seven practical steps for creating journey maps that align teams, uncover cu...

Many CX leaders know culture needs to change before a customer experience (CX) transformation can succeed. The challenge is knowing where to start. In this episode, Angelina Gennis and Martin Gill explore a surprisingly simple approach: using powerful customer-focused questions as organizational rituals. Drawing on real examples from executive workshops and customer-centric organizations, they explain how the right question can expose silos, encourage knowledge sharing, improve accountability, a...

In this episode, Martin Gill and Angelina Gennis welcome Enza Iannopollo — VP, principal analyst — to discuss new research on trust, responsible AI, and what businesses must do to earn customer confidence. Drawing on fresh European consumer data, they explore why distrust has become the default response to AI and how organizations can build experiences that customers are willing to trust. The conversation introduces four distinct consumer groups, from AI distrusters to embracers, and explains ho...

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.

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 mov...

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 ...

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 contro...

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)....

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 ha...

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.

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 aro...

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 e...

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 ...

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 ...

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 w...

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.

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.

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 tur...

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 ...

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 laggi...