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.
Episodes
October 8, 2026 • 28 mins
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 cust...
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October 1, 2026 • 13 mins
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 prog...
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September 24, 2026 • 24 mins
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...
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September 17, 2026 • 31 mins
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 pra...
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Watch
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September 10, 2026 • 20 mins
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 ex...
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September 3, 2026 • 27 mins
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 fou...
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August 27, 2026 • 21 mins
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.
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August 20, 2026 • 22 mins
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 s...
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August 13, 2026 • 47 mins
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 leade...
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August 7, 2026 • 28 mins
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 ...
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July 31, 2026 • 25 mins
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 experie...
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July 23, 2026 • 29 mins
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...
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July 15, 2026 • 29 mins
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.
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July 9, 2026 • 29 mins
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 ...
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July 2, 2026 • 26 mins
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, conf...
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June 18, 2026 • 26 mins
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 a...
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June 11, 2026 • 30 mins
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...
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June 5, 2026 • 32 mins
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 dat...
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May 28, 2026 • 27 mins
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.
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May 22, 2026 • 29 mins
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.
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